4 Ways Marketing Teams Are Coping with the Increase of Google PPC CostsIt looks like Google’s enhanced campaigns are increasing online campaign costs: the cost of paid-for search advertising has risen sharply, Marketing Week reports, with the average CPC (cost-per-click) increasing six percent over a period of three months.
For marketers on a tight budget, this means that it’s more important than ever to understand which of your Google ads, keywords, and landing pages are converting. Here are four ways marketing teams are using voice-based marketing automation to do just that in their efforts to tighten their budgets and maximize their conversion rates.
Dynamic Phone Number Insertion to Weed Out Ineffective Ads
Studies have shown that phone calls are more valuable leads to sales managers, so finding a way to fold that metric into your data is crucial if your intention is to combat rising costs with more focused strategy.
Call tracking is one tool marketing teams are using to measure which of their ads and landing pages have the highest conversion rates. Dynamic number insertion is how they’re getting it done: a small piece of code is inserted on your website that will show visitors a unique trackable phone number on your Google landing pages based on the keyword and Google PPC ad the visitor used to find you. When the visitor calls that displayed number, you will know exactly what keyword and Google ad was responsible. Rather than just click-through conversions, the dynamic phone numbers enable you to track the phone calls coming from your Google paid search ads. Think this isn’t valuable data? Think again. Aside from the fact that leads from phone calls are 3x more likely to become accounts, call tracking captures over 2x more PPC landing page conversions.
Salesforce.com and CRM Integration to Monitor Leads through the Salescycle
The ultimate goal of these Google PPC leads is, of course, for them to go on to become opportunities and revenue. Call tracking is great for understanding which of your ads, keywords, and campaigns are turning into leads, but when rising PPC costs are at stake, marketers should look even deeper to discover which of their ads drive the most revenue.
CRM integrations are perfect for this level of analysis. Integrating your Google PPC call tracking data with Salesforce.com, for example, means the search terms, keywords, domains, etc. that drove leads to call are recorded automatically in Salesforce.com for you to browse, analyze, and include in customizable reports. That means you can not only track phone leads back to their source, but also see if those leads become opportunities and revenue – the ultimate goal of your Google ad campaigns. You can then optimize your Google ads, landing pages, and keywords based on what’s really generating business.
Voice-Based Marketing Automation Tools to Convert Google PPC Web Leads into Instant Sales Calls
Whenever a lead from a Google PPC ad fills out a web form on your landing page, how long does it take your sales team to get them on the phone? The longer you wait to call them, the lower your chances of converting that form to an opportunity. According to industry data by Leads360, a sale is 22 times more likely to happen when you make contact within the first five minutes. Waiting even ten minutes dramatically decreases your chances of converting that lead to a sale.
To speed up your lead response times for Google ad web leads, you can use voice-based marketing automation to trigger an immediate call to your sales agents whenever someone fills out a web form on your PPC landing page. If the agent accepts the call, voice-based marketing automation will call the lead back right away, connecting the two in conversation. Since the price of Google ads is climbing so high, you can’t afford for web leads to grow cold. You need to do everything you can to turn leads into opportunities and not waste the leads that come your way on poor lead response.
Google Universal Analytics for Deep-Dive Data
With the costs of PPC ads on the rise, it’s more important than ever to have landing pages that really convert well. Google Universal Analytics has been much praised for its ability to give marketers more data than ever before, and soon they will offer you the ability to extract A/B testing data from your Google PPC landing pages.
You can perform A/B tests now by using unique tracking phone numbers, but soon Universal Analytics will provide the ability to view the success of your Google landing pages in your analytics, giving you with the capability to really fine-tune your strategy to combat the increasing ad cost. And—beating a nearly-dead horse here—you do not want to ignore phone calls when it comes to your Google PPC ads. They are too valuable and the cost of the ads are too high to neglect what might amount to twice as many PPC conversions.
Take the Next Step
PPC costs are rising, but your budget doesn’t have to suffer: an in-depth understanding of your campaigns can not only combat the increase in cost-per-click, but strengthen your conversion results as a whole. Want to learn more about other ways marketers are strengthening their marketing strategies? Watch the free webinar, The Marketer’s Guide to Tracking and Scoring Phone Leads.
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