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PPC Call Tracking Plan:
Get Higher ROI With Better Phone Leads

EDITOR’S NOTE: This marketing infographic is part of our 25 part series. Subscribe to our blog and enjoy more creative posts like this one.

 
Did you know that phone leads have a 1,000% higher close rate than all other types of leads?
 


 
That’s some serious sales power. And even more so the reason you’re gonna love this gifographic and blog post.
 
And while phone conversions are awesome, a lot of advertisers have a hard time getting more of them. It’s not because you sound scary on the phone, it’s because you might not be taking advantage of the tips and tricks below.
 
For more tips, read our blog post: 35 Ways To Get More Phone Leads With PPC & CRO
 
Today, we’re partnering with CallRail to open up the doors to our best kept phone lead secrets. How to get more of them and turn them into sales that can move the needle for your business.
 
Enjoy ?
 
06-callrail-ppc-call-tracking

Keyword/Ad/Landing Page Call Tracking

You know when you launch and new landing page test in complete scientific isolation?
 
Meaning that the only variable that changed is the landing page and nothing else?
 
That’s a dream, right? Because a perfect experiment like that can never be true.
 
Different keywords, different ads, devices, time of day, etc – all have an impact on your tests that essentially muddle your results.
 
So as you try to improve your call volume, you may be sacrificing other types of leads that would’ve converted before.
 
To fix that, you’ll want to assign a pool of PPC call tracking numbers so you know exactly which combinations of keywords, ads, and landing pages work in tandem to drive the highest valued conversions.
 

tracking phone number

Here’s what it looks like within CallRail – image source


 
Over time, you’ll be able to see patterns around which keyword, ad, and landing page combos should get more budget.
 
You may even start having higher closing rates where you can afford to pay a higher cost per acquisition by raising your PPC bids to get higher average positions, and therefore, higher traffic volumes.
 

Local Phone Numbers

If you’re advertising on a geographic scale that covers multiple cities and different area codes, then you should strongly consider using geographically specific area code phone numbers for your ads and landing pages.
 
For our clients here at KlientBoost, we’ve found that matching the visitor with an area code phone number that’s the same as theirs, the chances of a phone call double, if not by more.
 

phone number conversion rates

Makes sense – image source


 
Even if you operate on a national scale, using local area code phone numbers only helps increase the trust from your visitors.
 
You may not have a physical office in their city, but you do do business in it.
 

CRM Lead Tracking

If you use a CRM like Salesforce, HubSpot, or Marketo, then CallRail can automatically create new CRM entries for every inbound phone call you receive.
 
In addition to that, you can track the callers movement and actions they take around your site and landing pages to get clearer insight on how you should score them as a lead.
 
When you do this, you can see a more holistic representation of the true business impact of your campaigns.
 

CallRail and SF campaigns 768x363

Here’s what that looks like in CallRail


 
By making sure you automatically create new CRM lead entries, you’re able to:

  • View all your leads in one central location;
  • Fine tune how call information populates in your CRM
  • Align call data with your pre-existing CRM workflows;
  • Arm your sales team with the data they need to convert leads faster;
  • Analyze phone calls within your CRM lead reports;
  • Report on who your campaigns are impacting, whether current or potential customers (source)

 

Ad Specific Numbers

Have you ever been curious to see if certain PPC channels or specific ads create phone calls at a higher rate?
 
By dedicated PPC phone numbers to retargeting campaigns or direct display campaigns, you can see if you can generate calls before the visitor gets to your landing page.
 
In addition to those types of PPC campaigns, you can also test different call extensions by having unique trackable phone numbers at the ad group or campaign level.
 
Since phone leads tend to have a much higher sales performance than other types of leads, you can and should consider being okay paying more for those leads if you need to.
 

Improve Your Sales Approach

Since you’re able to record all inbound PPC calls, you can use that data to audit your own sales team when it comes to objection blockers and how good they are at establishing rapport before the sale happens.
 
One of the main ways we do conversion research here at KlientBoost, is to listen to recorded calls and find common frequently asked questions that we can use to answer on the landing page.
 
Because if multiple prospects are asking the same questions, then you can be sure that a ton of visitors don’t to call because their friction thresholds have already been reached.
 
This leads to lower motivation to pick up the phone and call you (which is a big ask already).
 
And according to the FOGG model, When the expected behavior (calling you) doesn’t take place, it means that one of the three elements is missing:

  • Motivation
  • Ability
  • Triggers

 

copywriting fogg graph

Here’s what the FOGG model looks like – image source


 

Conversation Intelligence

As your volume of phone leads grows, you’re going to want to start qualifying your leads so you can prioritize which ones to go after first.
 
With the prioritization, you also have a higher chance of closing sales that are more ready to be closed, without spending too much time on deals that drag themselves out.
 
CallRail has a feature called “CallScore” – CallScore uses visual dual-waveform call recordings that show which party is speaking by listening to certain keywords that determine whether it was a good lead or a bad one.
 

call classification

Here’s what it looks like in their platform – image source


 
With this type of conversation intelligence, you can:

  • Save time by eliminating manual call listening and lead scoring.
  • Recognize high-quality sales leads sooner and follow up faster.
  • Identify which of your marketing campaigns are generating the most high quality leads with our automated Lead Funnel Report.
  • Prove your marketing drives values with details about the quality of inbound calls.

(source)
 

Powerful Call Routing

Do you have certain sales reps that are better at closing certain types of leads?
 
If so, you should take advantage of call routing and call flows that don’t randomly distribute leads, but give the first chance of closing to the employee who has the highest closing rate.
 
You can even use PPC call tracking to route certain calls around certain days of the week or certain times of day.
 

schedule step ui

Just like you create custom schedules in your PPC account – image source


 
Advanced call routing allows you to:

  • Easily create multiple schedules that determine how your call routing path.
  • Get calls to route to different numbers during different times of the day and on different days of the week.
  • Deliver calls to available agents (or voicemail) and make sure calls go to the right person at the right time.

(source)
 

Here’s What You Should Do Next

Now that you know CallRail isn’t just a tool for helping you get a ton of different phone numbers, you can start laying the groundwork for a scalable inbound call engine that delivers higher ROI over time.
 
Keep in mind that no business grows without action, so take advantage of what PPC call tracking can do for you, even if you’re currently not taking advantage of it.

Klientboost Blog Author <br>Johnathan Dane


Johnathan Dane

Founder/CEO

We help our clients make more money

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