PPC Call Tracking Benefits

search ad conversion tracking

3rd Party PPC Call Tracking Solutions Can Deliver Significant Benefits When Integrated With PPC Campaigns

Call tracking software allocates a pre-determined group of “pool numbers” to each phone number on a website. The quantity of numbers needed depends on the traffic load on the website. Dynamic number pool tracking is a method that was created in the 1950s and discussed in The Bell System Technical Journal. It is well understood and the inner workings primarily involve statistical considerations. 

Here’s how it works today on the web. A pool of permanent VoIP numbers is allocated to a business. When paid search traffic generates a click on a web page, the web page requests a pooling number from the tracking service, then “swaps out” the static number on the page using Javascript and HTML. 

When a call is made to the transposed pooling number, the call tracking platform is then able to identify which PPC click generated the call,  (using the Google click ID, or “gee-klid” / gclid identifier. The call tracking platform inserts itself transparently, recording the call for later access by the advertiser from within an analytics interface. 

More importantly, with the call tracking signal, PPC platforms are able to collect search engine metadata associated with the phone call conversion. This is where the PPC technology magic comes in.

The Technology Magic: Tracking Fuels Machine Learning

This collection of metadata associated with call conversions becomes powerful information when it is used in conjunction with automated bidding or “machine learning” in a PPC platform. If we look at what’s going on at a system level, the machine learning algorithm is “looking back” at the past 30 days’ conversion patterns, which are each arrays of metadata. 

By identifying patterns, machine learning algorithms are able to serve ads into auctions that generate a higher volume of calls at a lower cost per conversion. We have seen lifts in performance from this as great as hundreds of percent. 

Don’t Worry About The Swap Numbers

In days past, some small businesses resisted using call tracking because they were concerned consumers would write down a pool number, then months later call it and fail to reach them. This problem does not exist for 2021 3rd party call tracking solutions, because a pool of numbers is permanently assigned to a business.

Analytics Benefits

3rd party call tracking solutions come with an analytics panel that allows advertisers to review call activity as charts and numbers. They also allow the advertiser to playback recordings of inbound, PPC-driven calls.

This turns out to be an important “sleeper benefit” of using 3rd-party call tracking. We have not seen a client who after reviewing a cross-section of their incoming calls, did not gain insights that allowed them to significantly improve the quality and efficiency of call handling.

PPC Call Tracking Is Inexpensive

3rd party call tracking is highly competitive and the VoIP technology behind it is inexpensive. As a result, the cost is usually around $30/40 per month, per number on a website.

Blastoff Labs passes through our agency rates from a leading call tracking provider, at a 50% discount from wholesale rates. We do not markup the charges or add any administration costs. The reason is the increase in performance of our client’s campaigns.

We also do not endeavor to “lock-in” clients because they are benefiting from our call tracking rates. If a client chooses to leave we will happily transfer their call tracking account out. Or, as some clients have done you can leave it in our account for a transitional period. It will still work, and you will still have access to the analytics interface.

Call Tracking Pays For Itself

3rd party call tracking pays for itself when used in conjunction with automated bidding. The reason is, the tracking makes the automated bidding smarter leading to a higher volume of conversions, at a lower cost per conversion. So it’s become a “no brainer” for businesses where a significant, say over 10%, of the conversion volume comes from telephone calls.

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