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Integrated Phone Tracking For PPC Campaigns Creates A Vivid Reminder

Many car dealers are using Google Adwords as part of their advertising strategy yet there are still some website platforms that don't natively support replaceable phone numbers for paid search campaigns.  

When a consumer clicks on a paid search advertisement, banner ad, or retargeting campaign to visit the dealership website, you want to be able to have the phone numbers "change" everywhere on the website for that visitor session.   This is because you want to associate the call with the click. 

Why is this important?  

It's critical because consumers are calling more than they are completing lead forms.  

Need proof?  

Here is data from October 2012 for four dealers that using Google Adwords that breaks out the leads generated by paid search into calls and form leads.

As you can clearly see, if you don't have replaceable phone numbers in your campaigns, you would be missing the positive impact paid search is delivering to connect with local car shoppers via phone. 

This is not a new revelation for many readers but I would estimate that over 25% of Adwords campaigns being operated on behalf of dealers do not have phone tracking installed.

The second reminder for readers seeing the data table above is the importance of phone skills and phone scripts that increase appointments.  In the past year, working with Jerry Thibeau, PCG clients have seen appointment rates double as a result of phone training and accountability. 

So, if you have a heavy investment in paid search, doesn't it make sense to put an equivalent emphasis on phone skills and clear customer communication strategies if your PPC campaigns are making the phone ring? 

Views: 345

Tags: calls, phone, ppc, tracking

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Comment by Kelly Holloway on November 6, 2012 at 6:15am

Great post Brian! Data/Reporting is not being heavily utilized within dealerships so this is a great reminder to track EVERYTHING and make sure you understand the ROI of every marketing strategy you implement. Aligning your Google Adwords with your calls AND your chat conversations will help every dealer understand the value of the dollars being spent on Adwords. Make sure that you can not only track a click to call - but also a click to a chat as chat has proven to gain more leads than web forms as well. Your chat provider should have detailed reporting built into their system about your web traffic and referring sites as well as how many chats/leads occurred from your Adwords visitors. 

Comment by Alexander Lau on November 6, 2012 at 5:38am

This doesn't surprise me in the very least. However, let's be fair, not only does this exist in the automotive industry, but in many industries. Let's face it, Google blatantly tells us to do a lot of this (even going as far to listing out 3rd party support vendors). However, for whatever reason, companies tend to ignore the advice or just don't want to spend the resources on an educated, digital advertiser (in-house or 3rd party).

Obviously, with tracking user sessions you want to be able to have the ability to customize and make the entire process as unique and personal as possible. Not only from a usability standpoint (end-user approach), but for sake of tracking ease.

On the flip side and in my opinion, dealers should start taking heed to the advice this site is providing. Rather than throwing an entire budget at Paid Search. Start maximizing original, informative content and applying that to an integrated, seamless blog(s) (if they have one), social networks (signals now equating to 8% of SEO), and creating a credible backlinking effort (even if you farm it out), using an SEO CRM or the like to measure your results. If you believe that Google Analytics alone cuts it (no pun intended Matt), you'd be wrong.

Comment by Linn Boyd on November 5, 2012 at 8:13pm

You are so right, and while we include this with everything that we do as standard but the end user has to pay for the DID's and track it they don't even take the time to do it. I see it as a stupid waste of money.

Comment by Chip King on November 5, 2012 at 2:06pm

Kim-- I got your chat but you were gone---give me an email or call I'll be happy to outline the dynamic number strategy---Brian is right on here....and easy to do - multiple providers available.

Comment by Chip King on November 5, 2012 at 7:37am

Indeed, while not new, very under utilized! PPC, Electronic Media, Search Word Measurement---everything that drives traffic a web site to make the phone ring can and should be measured....

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