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Custom Phone Numbers Tell An Important StoryUnfortunately implementing unique tracking at the ad group level is not attainable for all clients (at least at the onset, there’s always hope!). Often times the same landing and thank you pages are used for multiple ad groups, and even campaigns. So we ‘data junkies’ must align our expectations accordingly and take our data successes when we get them. I was lucky to have one recently that I’m sharing here in hopes that the other ‘data junkies’ of the world can use this case study to inform and encourage more successes. The Situation At the beginning of 2008 we launched a new Pay-Per-Click campaign for a client of ours. At the time the majority of their business came from an 800# that was included on all marketing materials. Their belief is that using the same 800# in all communications makes it more memorable to their customers. While this is a very valid concern, we felt it was very important to have a unique phone number tied to our PPC campaign so we could effectively measure the calls being generated from our efforts. With some convincing the client conceded that using a unique number upon the initial contact would not damage their opportunities to reinforce their 800# once the customer was engaged. So, a unique number was implemented on all our landing pages. The Result In the first two weeks we were able to see that 61 calls came in via the custom 800# tied to our PPC program. During that same timeframe 240 calls went into the 800# that was used for ALL other marketing efforts, including direct mail, in-house emails, brochures, and the general website contact. So, in a two week timeframe approximately 20% of the calls were related to the PPC program. If we look at the marketing dollars spent in a related timeframe on other efforts, specifically direct mail, we can safely say far less than 20% of the marketing dollars were spent on PPC. This was a HUGE aha moment for our client. The Takeaway Pay-Per-Click programs DRIVE leads at a much more efficient cost than offline efforts. The numbers don’t lie! Labels: Paid Search |
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