Call Tracking and Analytics 101: Tactics to Improve Online/Offline Channel Efficiency Tuesday, March 8, 2016 1:00 EST (10:00 PST) Speakers: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
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Call Tracking and Analytics 101: Tactics to Improve Online/Offline
Channel EfficiencyTuesday, March 8, 2016 1:00 EST (10:00 PST)
Speakers:Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
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Today’s Presenters
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
Michael BolandChief Analyst and VP, Content, BIA/Kelsey
Call Tracking 101
Businesses Need Phone Calls
Where Are Calls Coming From?
Do we know where are calls coming from?• PPC• SEO• Direct Mail• Billboards
Are They Working?
How do you know which marketing channels are working?
• Google Analytics doesn’t report on phone calls
• Customers misreport
Call Tracking Benefits
DNI Email Offline Timeline
Call Tracking Benefits
SimulcallSchedule Attribution
Ready To Start Tracking Calls?
Scenario 1:
Not Currently Tracking Calls
(you should)
No Call Tracking
Set Up Call Tracking Today…
• For Your Business• Your Clients’ Businesses
Get Started
1. Sign up2. Install tracking/DNI script.
Send this to your developer to get started
Where To Use?
• Local SEO• Click-to-call• Offline
SEO & Call Tracking
NAP Consistency:
Use the same tracking # for all LBLs
Want to keep your number? You can transfer it to a call tracking provider
Mobile Click-To-Call
Call Directly From Ads
Main Benefit VS Google/Bing• Recording• Reporting
Offline Marketing Channels
• Direct Mail• Company Vehicles• Billboards• Yard Signs• Radio• TV
No Keyword Call Tracking
Scenario 2: Currently Tracking Some Calls
Not able to see which keywords are driving calls from PPC.
Case Study: Problem
I could see at least 50% of leads from PPC were phone calls
Some locations were getting over 70% calls vs web forms
Case Study: Problem
Optimization & recommendations based on incomplete data
You can’t optimize AdWords on CTR
Case Study: Solution
Implemented call tracking to the keyword level
We could see exactly what was driving that 50%+ of leads through the phone
Case Study: Set Up
Create Keyword Tracking Pools
• A group of phone numbers that rotate based on the active users on your site
Case Study: Set Up
Integrate call tracking software into Google Analytics
Case Study: Set Up
Create Goals Based On Call Events
Case Study: Set Up
Import Analytics Goals into AdWords
Case Study: Results
Cost Per Lead: 3x Lower
Without additional optimization
Case Study: Results
Calls > Forms
Attribute higher value to phone calls
Optimization based on lead value
Bonus
Provide More Value To Our Clients:
• Reporting Dashboard• Email Notifications• Whisper Messages
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