Marketers say insights derived from call tracking lead to smarter advertising investments according to new CallRail Study
ATLANTA – 75% of pay-per-click marketers spending over $50,000 per month on Google AdWords say that call tracking helps decrease their cost per lead, according to a recent study. CallRail, the call tracking platform of choice for over 10,000 businesses, recently surveyed companies that have implemented call tracking into their advertising campaigns with Google AdWords. The June 2014 survey asked agencies and companies tracking their Google ad spend to reflect on whether call tracking has changed their digital advertising spend, as well as whether call tracking has helped reduce their cost per lead.
“When marketers know exactly what searches and ads are most successful, they can reallocate resources to be more cost-effective”
For marketers with a significant budget–defined as between $50K and $100K per month–call tracking was highly correlated (75% of respondents) with a decrease in cost per lead. Call tracking is a system that collects data from inbound calls a company receives, including the referring URL, the caller’s number and location, the recording of the call, the source of the call (advertising medium), and more. Robust call tracking platforms use this data to shed light on the path a caller took to picking up the phone through integrations with services like Google Analytics, a service that tracks a visitor’s behavior on a website.
“When marketers know exactly what searches and ads are most successful, they can reallocate resources to be more cost-effective,” says Andy Powell, co-founder and CEO of CallRail. “Yet with the increasing trend of searches and calls being sourced from mobile devices, many marketers are still missing a key piece of data because they aren’t tracking the online searches that lead to calls and clicks.”
Mark Sullivan, founder of Vasolo, a growth consulting firm and a survey participant, says, “Without CallRail I wouldn’t be able to maximize my client’s investments in advertising because they would be in the dark about the origin of their inbound calls. If we can’t measure an advertising campaign’s ROI then we usually reconsider doing the campaign.” He concludes, “Not knowing where the calls are coming from is no longer acceptable for me or for my clients.”
CallRail, based in Atlanta, GA, provides call tracking and analytics services to more than 10,000 businesses and marketing agencies in United States and Canada. CallRail’s easy-to-use cloud platform helps business owners discover which marketing campaigns and search keywords are driving valuable phone calls. SMBs and marketing agencies then use the call analytics to optimize advertising campaigns, increase sales, and improve customer satisfaction. The company was recently named as one of the top 10 fastest growing companies in Atlanta by the Atlanta Business Chronicle. Learn more at www.callrail.com.