How To Score More Phone Leads With A PPC Call Tracking Plan
We know how important phone leads are and how important it is to increase your call volume.To help you find more qualified phone leads, CallRail and KlientBoost have teamed up to bring you some useful PPC call tracking ideas that you can start using today.
Call Tracking With Your Keywords, Ads and Landing Page
Ever wonder what exactly happens before you actually receive a call from a qualified phone lead?
Which part of your campaign can you credit, so you can get more of it?
By integrating PPC call tracking, you can track each visitor that comes to you through a phone number.
Once you track the origin of your callers you can find out golden nuggets of info, like which keywords, which ads, which landing pages and combinations of those actually got your visitors to pick up the phone and call in.
Tracking these patterns can reveal which types of campaigns to invest more money in.
You can then have that call tracking info funnel back into your analytics so you can see which keywords or ads are more likely to generate phone leads compared to form or chat leads too.
Using Local Phone Numbers
Appearing to be local can help to increase your call volume and conversion rate.
Because of the geographic control you have with your PPC campaigns, you can use local area code phone numbers on your ads and landing pages, even if you advertise on a national scale.
Here’s what Engine Ready found out when testing out a local area code vs an 800 number:
Percentage of calls doubled – image source
So instead of just using a pool of 800 numbers, try using area code specific phone numbers on your landing page and see what happens.
Lead Tracking Phone Calls Through Your CRM
PPC call tracking doesn’t stop at finding out the origin and demographic stats of your callers.
The tracking should continue through to the complete sale to find out which calls actually make you money (not just generating you leads).
By tracking keyword level phone calls that turn into sales, you can allocate more budget more effectively to those areas of your PPC campaigns.
With CallRail, you can integrate CRMs like Salesforce, HubSpot or Marketo into your call tracking plan. Here’s what it could look like:
You can track your lead status progress too – image source
An inbound phone call could lead to an automatic CRM entry that eventually gets enriched with more data.
And by integrating your CRM with your call tracking, you can calculate the true impact of your PPC campaigns.
Using Ad Specific Phone Numbers
Adding dedicated phone numbers to your text, image, or ad extensions can help you keep accurate tabs on which campaigns are doing all the heavy lifting.
By designating specific PPC phone numbers to your various ad campaigns, you can trail which ones you’ll benefit from the most.
Want over-achiever status?
Go one step further and try out and test different types of ad extensions.
Here’s how you access the Ad Extensions tab in your Google Ads (formerly AdWords) menu:
A quick navigation to set up the ad extension.
Improve Your Sales Approach
So you’ve got all these calls coming in and you’re able to tie specific calls down to keyword origination. Does the work stop there?
Of course not… but don’t fret.
The infamous sales approach is a tricky thing to nail down, but your PPC call tracking recordings can help you out a great deal – if you know what to look for.
By listening in on your visitors most frequently asked questions, you can split test different objection crushers over the phone to see which ones help you prospects continue down the sales cycle.
In addition to that, you can use insight from your call tracking recordings to help fuel your ad and landing page testing to meet those objections early on.
Because if most callers feel the same way, there are 10x as many who never pick up the call because you didn’t answer their questions early on.
Give Your Conversations An Intelligence Score
Since you can’t do everything all at once, prioritize your phone calls with CallRail’s CallScore feature.
CallScore gives you a fully automated phone call lead scoring system right in their dashboard.
You can classify leads as good or bad in real time.
There’s also a visual recording feature that allows you to record your conversations so you can see stats of your call:
Ever watch a playback of your phone call? – image source
This helps you visually check out stats that answer:
- Was the call answered?
- What’s the average time it takes for prospects to reach your team?
- Who spoke the longest?
- Who spoke the least amount?
With this, you’re able to figure out with PPC channels give you the highest value leads as well.
Route Your Calls to Team Members
Not only is it a good idea to track your incoming calls to your CRM, but it can also be a useful practice route certain calls to certain sales reps.
Let’s say that certain sales reps are better at closing certain types of leads – wouldn’t it be great to keep tabs on that so you can increase your closing rate at the same time?
You can route certain calls based on origin, business hours, and other factors using CallRail’s Call Flow Builder feature:
Here’s what it looks like – image source
Now that you’re well equipped with better PPC call tracking ideas, let’s see how well your phone lead campaigns turn your calls into revenue generating sales.
With all these handy call tracking tools at your fingertips, you’re bound to rack up the phone calls, close your leads and scale your growth.