While tracking PPC generated hits to your website is pretty simple, tracking PPC generated phone calls is still more complex. The reason for this difference is simple – hits take place online, while phone call conversions shift the activity generated from the PPC offline. Without some form of call tracking, the full effects of a PPC campaign remain relegated to the world of the web. But, phone calls are still a big part of SMB’s business activities that are often overlooked.
A great article was published today on SearchEngineLand, which summarizes different ways to track calls generated through PPC. The five methods that it discusses are: unique phone numbers, phone extensions, code identifiers, search engine conversion tracking script, and confidence factors and phone number pools.
While this article is a great introduction to the different methods, don’t read it as constitutional law. For example, when describing unique phone numbers, one of the cons mentioned is the cost. Tracking calls through unique phone numbers might be more pricy than cheaper methods like search engine conversion tracking script. But Ifbyphone offers Google Integration for dynamic trackable numbers for just $34.95 a month, which is not out of reach even for SMBs.
Let me know what you think about the article, by commenting below.
Related posts:
- 7 Phone Call Tracking Tools Every Online Marketer Must Know
- Is all Call Tracking Good?
- Searchengineland Comes Back with a Defense for Call Tracking
- Google’s New Opt-Out Opens a Window for Call Tracking Toll Free Numbers
- Google Launches TV Ad Tracking Using Toll Free Numbers
