With digital and offline business being so closely intertwined, companies are facing an ever-growing need to track the online-to-offline purchase funnel. A great place to start is with effective call tracking for your Adwords campaigns.
Chances are a large amount of your business’s leads come from phone calls, making it critical to understand where those sales are driven from and how you can further leverage those sources. Need a better reason to get ahead of your business’s call tracking? Calls to businesses from smartphones are set to reach over 160 billion globally by 2019 – this represents a 73% increase from 2015. Fortunately, Google offers call tracking that is integrated within your current search campaigns, and simpler to implement than many third party call tracking systems.
There are three types of call tracking available through the Adwords platform. All three allow you to track your calls at the keyword level, making them a valuable tool when assessing and optimizing your campaigns. Below is a breakdown of the call tracking options available:
To date, iProspect clients have seen very optimistic results. The gains from this strategy are twofold: it both attributes additional revenue to their paid search campaigns, while also providing incremental increases to their leads (and thereby revenue), all through optimizing for this new layer of data. With this, businesses are that much closer to closing the gap between their online and offline channels.