Zack Bedingfield

Zack Bedingfield is the Paid Customer Acquisition Manager at CallRail.

by Zack Bedingfield  Jan 9, 2020

How to set up click-to-call in Google Ads

It’s essential for small business owners to regularly evaluate their marketing tactics so they can focus on the ones that will help them grow their businesses. If you’re a small business owner, then you’ve definitely heard of Google Ads. But do you know if you’re displaying the ads that are best for your business? Many…

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by Zack Bedingfield  Oct 11, 2019

Retargeting for call-only campaigns: Here’s how it’s done

Ad retargeting is a marketing strategy used to zero in on website visitors who, for whatever reason, didn’t make a purchase. Retargeting campaigns continue to perform better than other types of advertising, and for good reason: After a prospect has visited your site, you can say with almost complete certainty that they’re somewhat qualified. And…

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by Zack Bedingfield  Oct 8, 2019

How to write successful call-only ads that earn more prospects

Call-only ads are a Google Ads feature that has seen a recent surge in popularity since its release in 2015. Call-only ads have a distinct format — their primary purpose is to motivate potential customers to call your business, which distinguishes them from traditional text ads. Since prospects are calling the company directly instead of…

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by Zack Bedingfield  Aug 15, 2019

How much should you spend on PPC? PPC budget calculator & tips for setting a budget

Does PPC fit in to your marketing budget? Find out with our PPC budget calculator We collaborated with Justin Wagner at Adfinitely on this post. Adfinitely is an Atlanta-based company that provides marketing technology to multi-location businesses. If you’re interested in running a PPC campaign as part of your marketing strategy, it’s first important to…

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by Zack Bedingfield  Feb 6, 2019

PPC reporting: The key metrics you need in every report

Your typical pay-per-click marketer is a Jack- (or Jill-) of-all-trades, experts in efficiently managing budgets and serving hyper-relevant ads, but also adept at client management, data analytics and, of course, reporting. Without the ability to produce concise, meaningful PPC reports, all of our work is for naught. Going from PPC campaign creation to bid, to clicks…

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by Zack Bedingfield  Jan 31, 2019

What is Google Ads call tracking, and how does it improve my PPC campaigns?

What is Google Ads call tracking? Google Ads call tracking is a type of conversion tracking that shows you how many prospective customers called your business after seeing or clicking one of your PPC placements. How does Google Ads call tracking work? Google Ads call tracking has two main functions: Tracking calls that are made…

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by Zack Bedingfield  Dec 7, 2018

Client reporting 101

Introduction [Anna] All right. So, again, thank you, everyone, for your patience. We’re really excited for today’s webinar. And it’s going to focus primarily on client reporting, so proving the effectiveness of your marketing for your clients, or maybe you work at an agency, maybe you have some in-house responsibilities, like a RPPC manager. And…

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by Zack Bedingfield  Aug 22, 2018

Social CPL: Identifying meaningful KPIs in social media advertising

Whether you’re trying to espouse your political beliefs on Facebook, showcase your night on the town on Snapchat, or accumulate clout on the Gram, social media has become a central part of our lives. The same is doubly true for advertisers and marketers, which is why measuring social media KPIs has become a critical part…

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by Zack Bedingfield  Aug 16, 2018

Keyword bidding strategies: When to raise your cost per click bids

CPC bidding: This once-powerful tool for search marketers has slowly been relegated to the sidelines in favor of hyper-intelligent machine learning algorithms and the power of the almighty “G”. This may sound like bit of an exaggeration, but soon enough, manually altering our bids to improve performance will be a thing of the past. You…

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by Zack Bedingfield  May 14, 2018

Conversational marketing: How speaking more with prospective customers drives revenue

This just in: communicating with potential customers openly, honestly and as quickly as possible is beneficial to both parties. Who would have thought? Jesting aside, conversational marketing, or more generally –– engaging with customers via live chat, community forums and more –– is on the rise and I think it’s a boon for everyone involved.…

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by Zack Bedingfield  Apr 20, 2018

Connect Unbounce and CallRail to boost conversions and learn more about campaign performance

What is Unbounce? Unbounce historically has been a landing page platform that makes it easy to build pages and iterate new variations that you can then test against previous iterations. Recently, however, they’ve made a shift to focus on conversions as a whole, even dubbing themselves a “conversion platform” by adding an additional suite of…

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by Zack Bedingfield  Apr 14, 2018

What is a call extension?

What is a call extension? A call extension is an ad extension in Google Ads (formerly AdWords) that will show your phone number alongside your ad and encourage prospects to call your directly. On mobile this can show up as a “click-to-call” button. How does a call extension work? One of many “ad extensions” you…

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by Zack Bedingfield  Feb 16, 2018

How to Optimize Campaigns with CallRail’s Google Ads Integration

What is Google Ads? Googe Ads (formerly AdWords) is the advertising platform Google provides for running ads on the Google search engine results page. Advertisers bid on specific keywords and then any queries that contain those keywords in some shape or fashion triggers ads to show up.   How does the Google Ads integration with…

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by Zack Bedingfield  Jan 25, 2018

Optimize your Facebook Ads with call analytics

Introduction [Zack] Welcome to our webinar today, “How to Supercharge Your Facebook Advertising with Call Analytics.” With me, I’ve got Madelyn Newman, our product marketing manager. And, again, my name is Zack Bedingfield, I run our search engine marketing here at CallRail. Welcome. We appreciate you all joining us today. You can see our Twitter…

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by Zack Bedingfield  Nov 10, 2017

How PPC Pros Track AdWords

Video Transcription Let’s go ahead and get started. I wanted to say, first, thanks for joining us today for our webinar, “How PPC Pros Track AdWords.”    Introductions and Housekeeping We’re really excited you joined us today. First things first, wanted to kind of go ahead and introduce ourselves before we get started. My name…

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by Zack Bedingfield  Nov 6, 2017

What is ROAS?

What is ROAS? “ROAS” is an acronym that stands for “return on ad spend.” This is a metric that advertisers use to judge the effectiveness of their advertising dollars. You can calculate ROAS by dividing the revenue generated from ads by the cost of those ads. Why is ROAS an important KPI? Calculating return on…

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by Zack Bedingfield  Jul 28, 2017

CRO, SEO, PPC & Hopefully No Other Acronyms: An Unbounce Recap

Brainstorming On The Way Before even landing in the “Great White North,” (Canada for the uninitiated), I was already thinking about the kinds of conversations I’d be having at Unbounce’s annual Call to Action Conference. When I was inevitably asked to sit down with Rand Fishkin or Oli Gardner, what thought provoking ideas about the…

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by Zack Bedingfield  Jun 19, 2017

How Imprecise Targeting in Google Ads can Lead to Bad Phone Calls

Bad leads. The bane of any PPC marketer’s existence. You’re seeing conversions flow freely at a profitable rate and you think everything is great. All of a sudden – you receive an email from the client saying they’re getting a lot of phone calls, but they’re not the right kind of phone calls. Client number…

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by Zack Bedingfield  Jun 6, 2017

What is multi-channel attribution?

URL tracking parameters, also known as tracking codes or tracking tags, are tools that record the origin of a click. When someone clicks on a link in one of your ads, emails, or other marketing efforts, these little snippets of computer language, which are attached to the ends of URLs, capture all sorts of valuable…

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by Zack Bedingfield  May 25, 2017

Google Changes Enhanced CPC 30% Threshold: What Advertisers Need to Know

Giving More Control to Google In line with a string of changes that don’t necessarily take control out of your hands in Google Ads (formerly AdWords), but put more control into Google’s hands (see our posts on Google automatically showing phone numbers in ads, sometimes pulling numbers from GMB instead of from your call extensions,…

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by Zack Bedingfield  Apr 19, 2017

What is Click-to-Call?

What is Click-to-Call? Click-to-call refers to a type of Google Ads’ ( formerly AdWords) ad that, when clicked, directly calls the business as opposed to linking to their website. These ads can only show on mobile devices; therefore, they are vital to mobile marketing campaigns. There are both click-to-call ad extensions and click-to-call, call-only ads.…

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by Zack Bedingfield  Apr 14, 2017

What are Google Ads Call-Only Ads?

What are Google Ads Call-Only ads? Google Ads (formerly AdWords) call-only ads are ads that can only appear on mobile and when clicked, call the number specified. A normal ad would take you to a specific webpage, but these ads can only call a specific number. How Does an Google Ads Call-Only Ad Work? A…

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by Zack Bedingfield  Mar 21, 2017

Google to Change Exact Match Keywords Once Again

Expanding on their definition of exact match “close variants” in Google Ads( formerly AdWords), a recent update by Google announced that close variants will soon ignore word order and function words (in, to, for, but, a, the, etc.) and other words that wouldn’t change the intent behind a search query. For the unfamiliar, the close…

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by Zack Bedingfield  Mar 15, 2017

What is a Google Forwarding Number?

What is a Google Forwarding Number? A Google forwarding number is a temporary phone number assigned to a Google Ads (formerly AdWords) call extension that simply forwards calls to an advertiser’s phone number for the purpose of tracking call conversions. In addition to allowing calls to be tracked as conversions, the number also allows for…

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by Zack Bedingfield  Jan 11, 2017

Google Ads Announces Automatic Call Extensions for Mobile Search

Google has made another announcement about call extensions this week. In an email sent Monday, Google said they’ll be automatically adding call extensions to ads that don’t have them running when a phone number is featured “prominently” on the landing page. How “prominent” does a phone number have to be to qualify? We’re not sure,…

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