So if you are anything like me, you are neurotic about your Paid Search campaigns and all metrics associated with the account performance of your search campaign. I need to know all relevant data at all times. Not only do I find that I am searching user footprints on my site, I am curious as to all possible search strings that generate visits and most importantly, the terms that lead to conversions.Â Lately, I am encountering increasingly more users who are obsessed with their search data like me, save one big difference; they are not tracking phone calls.
I find this to be a very interesting trend. The constant evolution of the Paid Search market has created the need for a much savvier advertiser.Â Users have a stronger need to carefully watch analytics, conversions, and other metrics in order to maximize on the effectiveness of their campaigns.Â On a daily basis I talk to these types of individuals who are obsessed with metrics, yet when I ask about cost per call tracking, they all draw a blank. Tracking calls to keywords is a crucial step in maximizing the value in any search campaign.Â Phone calls can often be much more valuable than the lead form conversions and for a number of online marketers, make up a significant portion of total sales. At Wpromote, tracking both online as well as phone conversions is absolutely key to evaluating the performance of a campaign, and we have built this functionality into our search marketing platform.
I find it rather alarming that advertisers who are obsessed with analytics and keyword metrics, flat out ignore major factors in the success of their advertising.Â Â By tracking all calls back to the individual keyword search and monitoring call quality, one can vastly increase the efficiency in any Paid Search campaign.