Why we use call tracking?
Why we use call tracking?Call Tracking Software is THE secret weapon in web marketing: In all our very successful professional services projects, clients get more call leads than form leads. Sometimes as high as 6 out of 7 enquiries come in by phone with far fewer forms.
99.5% of all project keywords do not convert, do not produce a lead.
If we are not tracking keyword actions properly, we will waste more money than the competition. Seeing the patterns of success early means our projects are more profitable, much more quickly.
TLDR:
- Measuring Converting Keywords is crucial to the success of the project
- It helps us understand value and gives us competitive advantage over rival bidders
- We get that data quickly, and can save you money sooner
The most valuable converting keywords are low volume, we get long term value over those who don’t track the keywords that make the phone ring.
Measuring Keywords is critical.
Knowing which keywords do convert means
We can spend time money and effort on them – but more importantly, switching off those that don’t work.
Because we have done dozens of projects, in many industries, we are good at guessing to start off with. Patterns exist across client projects and we waste very little by focusing on the most likely to succeed.
BUT, by the way there are often more than 100,000 keywords. Switching off the 99,500 keywords is the main task. You can’t do that if you don’t know which ones they are.
Profitability in your project relies on not wasting money on the clicks that don’t convert.
You can waste all of your marketing spend that way without getting a thing back.
The smaller your project, the longer it will take to get enough data on each keyword. You need to get the Keywords that work, as soon as you can.
More importantly we gain competitive advantage over rivals
What happens if you don’t have call data? If you are losing keyword data, then each keyword looks more expensive, and you will lose out to competitors.
Missing phone call data means failed projects
If 3 out of 4 leads come in as phone calls, then you are losing 75% of the small amount of data – unless you track calls.
Free Strategy Session
We take a little time to listen, and then show you how it all might work.
Competitor Example:
- You spend £100 and get 4 leads, you know leads are £25 each (1 form and 3 calls)
- Your competitor spends £100 and thinks they got 1 lead, and thinks they are £100 each.
The confidence you need to bid higher than your competitors for the same keyword relies on the tracking – they will give up before we do. Particularly for very low volume keyword projects, you need as much market share of those keywords as you can.
Get significantly more market share of what works
The market share of the top ad position can be up to 30%, and being 4th might get you 5-7% of clicks for what might be incredibly valuable keywords.
Bidding high is very profitable indeed. Bid up to number one Ad position, get more of those very high value keywords. But only possible if you know the value in the first place.
Also: All very high converting keywords are low volume
Some keywords convert at 160x as many leads as other keywords. Figures like these are not intuitive, and that’s good, because competitors don’t ‘get it’.
This is what winning is like!
Secondly. What we want to know, is how valuable a keyword is. Not, just whether it converts or not
Some keywords convert, but may not be profitable. Over time, we see ‘how well’ those keywords convert by seeing the conversion rate, relative to each other.
Keyword value example
Plurals sometimes convert way less than singular versions
Milton Keynes Kitchen” is 10x as expensive as “Milton Keynes Kitchens
The second, more expensive keyword is £400 per lead, the former, singular, is £40 per lead. Sometimes you just have to measure these things separately to see.
Data Collection Speed
When you measure all the leads, then you find out way more quickly what is valuable and what is wasting money.
In the above competitor example, if you are measuring all leads, the data you need in order to make decisions is available in 1/4 of the time.
When you only have 20-30 clicks on a keyword, the data could be completely random. The decision making relies on having enough clicks measured.
Not measuring calls will likely mean you switch things off before you get meaningful data through. You will lose.
It might take a year to start seeing those very valuable low volume, high converting keywords. It is a long game, but you can double and then double again.
Long term gains are only possible by measuring calls.
