In today’s multi-channel world, people are searching online, visiting stores to test out the products, returning to the Internet to compare prices and then completing the purchases either online, in the store or over the phone.
With so much competition on the web, it can be a race to the top of the search engine lists page. Search engine optimization is important for businesses to rank organically over time, but what if you’re looking for immediate results? Generating a substantial amount of traffic through a search engine marketing (SEM), sometimes referred to as cost-per-click or pay-per-click, campaign may costs thousands of dollars in order to increase sales and in the end it may be clear as to how many thousands of potential consumers saw and clicked on the ad, but unclear as to how many of those potential customers followed through and converted offline via a phone call. Marketers must be prepared to measure the offline conversions in order to justify the spending. When marketers simply measure clicks alone, they don’t have a complete picture of the conversion value.
By utilizing SEM as well as a source or keyword level call tracking service, businesses will be able to efficiently drive online traffic and effectively measure the campaign that drove the call along with the sale that happened as a result.
Our new white paper, Your Guide to Driving Online Traffic and Measuring Offline Phone Conversions, was written in collaboration with Elite SEM, a New York based digital marketing agency. In this whitepaper we review how to leverage online advertising to its fullest by generating quality SEM and measuring offline phone conversion with the latest advances in phone call tracking.
For questions regarding this whitepaper please contact Pamela McGowan.
Tags: conversion tracking, EliteSEM, Marketing, marketing analytics, marketing ROI, measure marketing, offline conversion tracking, offline conversions, online sales process, pay-per-click, PPC, PPC call tracking, SEM, SEO, tracking
For advertisers relying on phone calls, or where phone calls is over 20% of the overall lead volume, call tracking is a necessity.
You can’t optimize your SEM campaigns properly without keyword level call tracking since you don’t know what’s been driving your conversions.
In White Shark Media we’ve experienced up to 3 times as many calls than online conversions one for some of our local advertisers.