Triton Barn Systems Increased PPC Driven Phone Conversions By 180%
Business Background
Triton Barn Systems manufactures modular horse stall systems and horse exercisers. They are an extremely active advertiser with a marketing presence in email marketing, banner advertising, paid search, trade shows, trade magazine ads and direct mail.
Paid Search Advertising Challenge
Triton Barn Systems’ product price points and complexity lent itself well to phone conversions yet due to their widespread advertising campaigns, the portion of inbound phone call leads driven by paid search advertising were largely unknown. Without knowing exactly how many inbound phone call leads were generated from paid search it was difficult for Triton Barn System’s Marketing Director, Curtis Gardner, to make further spend increases in their paid search campaigns.
The Solution Was Phone Tracking Numbers For Paid Search Visitors
In an attempt to better determine the exact call volume driven from paid search, Triton Barn Systems made several changes to their ppc campaigns. First, Triton Barn Systems implemented a cookie based trackable phone number publishing method where any site visitors arriving through paid search had a tracking number passed in the destination link of the ad. The tracking number was set to a cookie and then published throughout the site replacing Triton Barn System’s default sales office phone number. In this way paid search visitors were tracked through the Mongoose Metrics tracking number while other site traffic which arrived through direct traffic, organic search and referrals saw the default sales office number. Next, Triton Barn Systems created a new goal in Google Analytics to represent phone calls driven by paid search and then configured within their Mongoose Metrics account to have the goal’s URL visited every time the tracking number was dialed.
Their Phone Call Tracking Method Worked As Followed:
- Visitor arrives through paid search (ppc)
- Phone tracking number is passed in destination link of the ppc ad
- Phone tracking number is set to cookie and published through-out website
- When visitor dials tracking number, Mongoose Metrics visits goal URL
- Offline phone call conversion data is fed back into paid search campaign
The Results - Dial It Up! Triton Barn Systems Increased Paid Search Spend by over 180%
With phone calls tracked from paid search, Triton Barn Systems now discovered the exact call volume driven from the paid search campaigns and the specific keywords which converted to phone calls. Triton Barn Systems increased their spend because they were under-estimating their inbound phone call leads which originated through paid search. The offline phone calls had a very acceptable cost per acquisition which averages lower than other marketing channels. This lead Triton Barn System Marketing Director to increase the company’s spend on their paid search campaigns in order to generate more inbound sales call leads to the sales office.
Curtis Gardner of Triton Barn Systems says, “Before using phone call tracking we didn’t realize just how many phone calls came from online search advertising. Now that we know, we’ve expanded our keyword bidding.”
This case study demonstrates how with more information about offline phone call conversions, search campaign managers are armed with key insights regarding the full extent of conversions and which keyword phrases lend themselves well to offline phone calls.
