Discussion about call tracking by Frederick Vallaeys on Search Engine Land. This article appeared in October 2013.
Recently, I've been helping more companies in the local vertical; and for many of them, the ultimate goal of buying search ads is to get a phone call from a new prospect. Tracking these types of offline conversions has always been complicated, and I have to admit that one of the product areas I found most confusing while I worked at Google was anything related to showing and tracking phone numbers in ads.
The basic principle of how they operate is very similar and goes something like this: based on your estimated number of monthly visitors, they calculate how many unique phone numbers are needed to be able to show a different number for each click.
Interview with McKay Allen that appear in the Fang Digital Marketing blog in November 2013. This interview discusses call tracking and Conversation Analytics.
What is call tracking? - SMBs, agencies and enterprise companies use call tracking to determine which ads, keywords, and campaigns generate phone calls. Call tracking can tell marketers how many calls their PPC ads generate, SEO efforts produce, and direct mail efforts push (to name a few).
What is Conversation Analytics? - AFter 15 months of development, we launched Conversation Analytics in early October. It si the most substantial development in call tracking in 15 years.
Traditional call tracking, as we said above, analyzes what happens before the phone rings. Conversation Analytics analyzes what happens ON the call.
Article in the KoMarketing Associates blog about call tracking and Conversation Analytics. This article appeared on the KoMarketing Associates blog in November 2013.
What's your biggest challenge as a B2B marketer?
According to a study sponsored by Eloqua, the biggest challenge for B2B marketers is generating enough high quality leads. Converted leads into customers came in 2nd. And demonstrating ROI came in 4th.
As a B2B marketer myself, I can relate to these challenges.
The other interesting metric is one that we have gathered over the past 12 months: about 15% of B2B marketers care about, or measure phone calls.
Q&A with Main Street ROI about call tracking and Conversation Analytics. This interview appeared on the Main Street ROI blog in October 2013.
What is call tracking? - SMBs, agencies, and enterprise-level companies use call tracking to determine which ads, keywords, and campaigns generate phone calls and which don't. In other words, call tracking can tell you how many calls are coming in as a result of organic search traffic, specific PPC ads, direct mail campaigns, or any other marketing activity.
What is Conversation Analytics? - Traditional call tracking, as we said above, analyzes what happens before the phone call rings. Conversation Analytics analyzes what happens ON the call.
Article in the SES Conference Magazine about call tracking and Conversation Analytics. This article appeared in the SES Magazine in November 2013 and was distributed at SES Chicago and online. (Article is on Page 5)
Call tracking has been around for about 15 years. It tells marketers which ads, campaigns, and keywords generate calls and which dont'. Agencies, SMBs, and enterprise companies use it to improve their ROI and obtain valuable insight into their marketing data.
Call tracking is good, but it provides only surface data about campaigns, almost no data about campaigns, almost no data about leads, and absolutely no data about conversions. And now it gathers much less data thatn it used to.
There is a need for deeper call analytics.
Article by McKay Allen of LogMyCalls. This article appeared on the Clever Zebo blog in October 2013. It discusses how Conversation Analytics can help businesses and why phone calls matter.
Most digital marketers track their metrics fastidiously. A lot of marketers could probably instantaneously recall landing page conversion rates, unique visitors, daily White Paper downloads and ecommerce transaction data. Heck, most could probably easily locate data about on-site behavior, bounce rates, funnels, goals, conversions and even page flows.
But here's the problem: the black hole in many ROI calculations is phone calls. Most marketers--particularly agencies--are not getting credit for the calls they produce.
Article in Search Engine Journal about call tracking and Conversation Analytics by McKay Allen of LogMyCalls. This article appeared in Search Engine Journal in November 2013.
Call tracking tells marketers which ads, campaigns, and keywords generated calls. It's used by agencies, SMBs, and large enterprises. Call tracking improves their ROI and provides valuable insights into their marketing data.
But, there are also some holes in the call tracking metrics. For example, call tracking provides surface data about campaigns (really just the referring source), almost no data about leads, and absolutely no data about conversions.
Article by McKay Allen of LogMyCalls. This article appeared in Auto Inc on October, 2013. It discusses how the automotive industry can improve their websites.
As we talk with leads in the automotive industry, we've started to ask them a simple question: what is the most important part of your business strategy? The answers vary, but generally they mention one of three things: 1) revenue and profit margins, 2) marketing budget and 3) customer service, reputation, etc.
But I would argue--short-term adn long---your website is actually the most important part of your business strategy. It is the single thing that can improve everything mentioned above.