Most agencies will count a call that lasts 45 seconds or longer, for example, as a conversion. But we try to minimize false leads by hiring a designated team to listens to the calls that come in from an ad and give it a score. This also gives us the added bonus of helping us to uncover any issues that might be negatively affecting conversion rates during the calls (like an automatded answering machine that is confusing people, for example, or low quality leads who are asking for something different than what your business sells, etc.).
We use a platform called Call Tracking Metrics to help us record incoming calls and determine which were true leads.
What Is Call Tracking Metrics (CTM), and Why Do You Absolutely Need It?
Record, measure and listen to the calls your advertising efforts generate in real time! All phone call data is seamlessly linked to your Google Analytics, making it easy to define your exact ROI from your ad campaigns.
Here's how it works:
- We generate a tracking number that will magically appear on your website instead of your real number only when someone has recently clicked on an ad. We generate another tracking number that will appear on the mobile ads as an ad extension, and ad leads will click on this number directly from the ad on their phone and their phone will dial the number, which will, of course, redirect them to your real number.
- When either of these scenarios happen, someone from your business answers the phone and engages the prospect in conversation. The call will be recorded. We have a call rater who listens to every call, determines whether the person who made the call is an actual lead who is expressing interest in your product/service, and then rates it as a lead or not.
- We are also able to see some very useful information about each call:
- What page of your website the individual was on when they called
- What keyword they used to land on your website
- Which campaign generated that user
- whether users were experiencing a challenge when attempting to place an order. So, that is a great QA check.
- After that, we will import any of the leads who made the call from the website into Google Ads to attribute the conversion back to the day the person interacted with the ad(s).
- If the call was made from the ad extension on the mobile ad, then it will be automatically counted as a lead only if the call lasted 30 seconds or longer. Google does this automatically because there is no functionality to import them (since they made a call directly, there is no tracking ID number, which is called a GCLID).
Here's the most important piece: After we listen to the conversation to access whether or not the lead was good or not, we go into your Google AdWords account and score the lead. This gives Google a lot of great data to work with.
- If the lead was of poor quality, Google will limit the amount of times the ad gets shown to the same type of person.
- If the lead was great, Google will show your ads to similar people who fit that leads profile.
End result? You get more conversions for a better cost.
***Please note that we pay for your Call Tracking Membership when we manage your advertising campaigns. The only cost to you is the monthly cost per number (In the US it is usually $1.50/number) and the cost per minute, which is usually less than $0.05 per minute.
Here is a screenshot of all the information you can receive about where exactly a call was coming from.
Testing Your Magic Number* *Once you or your vendor has setup the magic number on your website, you can test it to make sure it's working. Here's how: Open an incognito window and go to: [place URL here]/?gclid=test (i.e. yourwebsite.com/?gclid=test). You should see the magic number instead of the real number.