- Aug 20, 2018
Why Call Data should be Passed into Google Ads Campaign
Google AdWords which was recently rebranded to Google Ads, is a digital advertising platform that enables marketers to run marketing campaigns and generate comprehensive reports of the results. It is popular and a competitive platform where marketers need to prove that their campaigns are generating maximum Return on Investment.
However, the reports do not showcase when someone clicks on your ad and ends up calling the business. This is a kind of conversion that is not captured in the online results of Google Ad campaigns.This makes it difficult for marketers to prove their actual ROI. Hence marketers should pass call data into Google Ads, so that they can justify their ad spend even better.
Following are some of the Advantages of Adding Call Data to your Google Ads Campaigns:
1. Make Smarter Optimizations to Increase Your Google Ads ROI
By analyzing the call rate generated from your Google Ads campaigns, you can understand how many calls each campaign is driving into the business. Not only this, you can understand the quality of these calls by knowing if they converted into customers. This will help you to tweak your bid strategies as per the call analytics information and optimize what drives business online and offline.2. Detect and Correct Issues that Negatively Impact Your ROI
Statistics show that 1 in 5 calls that come from online paid search campaigns are not handled well and they end up going to voicemail. This indicates a waste of the money spent on Google Ads as the lead was not converted to a customer. Thus, marketers need to analyze how calls which are driven by Google Ads handled by agents. You can do this by analyzing theĀ interaction between the agent and customer, understanding if they are following the right script or not etc.3. Use What Happens on Calls to Improve Your Targeting
Analyzing call data can also help you to improve the targeting of your online campaigns. For eg, if a call is not converted into a customer, you can reserve them with relevant ads which will make them buy the product like offering discounts. If a call is converted into a customer, you can target them with ads of new upgrades which will entice them to buy again. If there's no such upgrades, you can exclude that caller from your target and avoid wastage of ad expenses. Lastly, you can also use the characteristics of this caller (who is already a customer) and target a lookalike audience, which increases your chance of converting them into customer.Read more at www.business2community.com