Refine Your Bank's AdWords Campaigns with Call Tracking

Posted by Michael Reynolds on Oct 16, 2017 3:01:00 PM


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If your bank or credit union is ready to take your AdWords campaigns to the next level, we have one suggestion you may not have tried yet. But before we talk about that, let's go over a couple of basics to refresh our memory on why we want to use Google AdWords in the first place.

First, there are two ways to get ranked on Google search—organic search and paid advertising. 

Organic search results are located in the main area in Google's search results, and you cannot pay for that. You can pay agencies to do the work it takes to try to earn better organic ranking, but you can't actually pay Google to be listed there. Google decides who lives there. Based on lots of other factors we're not going to talk about today, but there are things like relevancy of your content, relevancy of external links and citations, how well you serve the user, etc.

Earning top ranking for organic search takes a lot of work, investment in content, and a lot of time to see the results. The other way you can rank overnight for those keywords is paid advertising via AdWords. And AdWords is nice, because you can run a campaign and theoretically you can be ranked on the first page overnight for certain keywords.

But you pay for it, right? You're paying Google for those clicks, but it is a very effective way to bring traffic and leads. When you're paying for clicks, you want to make sure it's worth it. You want solid data to prove the ROI of your AdWords spend.

But what if there's a hole in your tracking? The leads are coming through, but they're dropping into a hole and disappearing from your tracked data.
That's where call tracking comes in.

Why Set Up Call Tracking for AdWords?

We're big believers in call tracking, but we usually get some pushback from clients when we suggest it. I just don't think they understand the value of it. Here's why we think you should set up call tracking for your AdWords campaigns. 

If you've set up your AdWords and marketing automation platform correctly, you can track your clicks, traffic to your website, and form submissions. 

But does everyone want to fill out a form? No. Often customers or prospects want to call for clarification, especially with a bank or credit union. They want to actually speak to someone. In the banking industry there's a lot of progress being made in technology, but most people still want to pick up the phone and talk to a banker and figure out, okay, what are my options here? What are my next steps? 

If you gain a lead from an AdWords campaign, but then they call your main phone number, you have no ability to track that lead. You can't connect the dots back to a particular AdWords campaign, and now you're ROI data is compromised. When you don't have call tracking, you lose the insight into who is actually responding, what message they responded to, and on and on. 

Call tracking fills in that gap.

Tools and Services to Set up Call Tracking

How to do it? We like and use the service CallRail. There are many services out there, but CallRail seems to be the one that works really well. Pricing is around $30 a month for the base package. 

How does it work?  When someone clicks on your ad and comes to your website, CallRail actually changes the phone number on your website to a unique, tracked phone number. The phone number is not only unique to AdWords, but to that specific ad, so you know exactly what content and message is working. 

Next, when someone calls the unique number it will track that call, and report on how many calls you receive from that particular ad on AdWords. And you can even record the call and analyze what happened in the call, if you want that data as well.
It's fascinating and extremely useful. You want to have that data to show how well your ads are performing, and if you don't have call tracking, you're going to lose all that insight into who's actually responding.

Integrating Your Sales Process

You'll also want to make sure your call tracking service integrates with your CRM. HubSpot and Salesforce both integrate with CallRail.

Call tracking integration lets you and your business development team see phone call activity, lead attribution, and customer information all in the application. There is already a great deal of important information in your CRM, and using call tracking adds even more valuable data for your teams to use. Having it all in one place is critical to closing the loop between leads and sales, and provides insights that can help both your sales and marketing teams improve.

Multichannel Applications

Call tracking is just good practice from a holistic marketing approach. You can apply call tracking to multiple channels, not just AdWords. Billboards, print media, direct marketing, social media advertising, brochures, newspaper ads, etc—you can gain greater insights into your multichannel marketing efforts when you use a call tracking system.

So, if you're ready to take your AdWords campaign to the next level, and really start tracking all of your leads, it's time to take a look at call tracking. Have any questions about getting started? Let us know!

Tags: digital advertising

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