Posts Tagged: conversion

Call Tracking / Features, Tips, & Announcements / Social Media — No Comments
17
Oct 12

Use Source Level Call Tracking to gain insight into your Facebook Advertising Conversions

Recently, the largest social media platform, Facebook, launched a new advertising initiative called Facebook Exchange as way to combat investor skepticism of its ability to become profitable. Since Facebook launched its IPO in May, many investors have been concerned regarding Facebook’s ability to monetize the value of its billion users.

Facebook Exchange taps into the power of retargeting, a technique that so many of the search engine powerhouses have already discovered. Retargeting allows companies to track a user’s visit and behavior using cookies, and as a result they are able to dish up targeted ads when the user is browsing the web, and now also when they are surfing Facebook.

The goal of the retargeted ad is simply to get users to click back onto the retail site that they visited earlier before, in effect, creating a new opportunity for the retailer to convert the visitor into a customer. The benefit of retargeting for Facebook is the increase in advertising revenue, which by some accounts has surged nearly 58% in the last year.

Most marketers are aware of how to track online conversions, but what about the offline conversions?

In many cases an offline conversion, via a phone call, is the result of an online advertisement click. The question comes into play as to how advertisers are able to associate the offline conversion to the online advertising source. And, why, in the instance of Facebook Exchange advertising is it valuable to track these conversions?

Because of the rising cost of online advertising, especially with Facebook, associating an offline conversion to the online source is essential. By implementing a source level call tracking phone number, all Facebook users who click on the retargeted ad will in effect see the same phone number on the website.

Source level call tracking allows marketers to attribute the offline conversion customer to the online advertising source.   Essentially, marketers can provision a call tracking phone number for any one of their online ad sources including Bing, Yahoo, Facebook, etc.  With this information, advertisers are able to see the aggregate number of calls from each online source and as a result can optimize their online advertising budgets towards the best performing campaigns.

For more information regarding out Source level call tracking or questions on how call tracking may work best for you contact our team!

Analytics / Call Tracking / Social Media — No Comments
19
Sep 12

Soft Metrics may be the most popular but deeper insight is available with Mongoose Call Tracking

In this recent article posted by emarketer, it is stated that “57% of companies around the world said the deepest level at which they could track the effectiveness of social media marketing was in terms of engagement, such as the number of followers, comments and time spent on social pages. Even more agencies said this was the deepest metric their clients could track.”

Marketers attempt to connect their social media efforts to the company bottom line in a way that will not only justify that their efforts generate brand buzz but also result in sales.  Measuring success beyond soft metrics can seem difficult and few companies are aware that they are able to track bottom-line effects on revenues.

Traditional call tracking services have been around for years, but many businesses may be unaware of the ways to leverage traditional services in new marketing channels. When a unique phone call tracking phone number is utilized correctly, it can provide powerful insight into which marketing campaigns are driving phone calls and in the end, converting to sales.

Here’s how it works: A unique phone number is assigned to each social media channel, such as Facebook, Twitter and Linkedin.  When those phone numbers are called, they can be correlated with those individual social media channels.

By assigning a unique phone number to each channel, companies can easily measure the value and significance of each marketing effort as well as attribute the correct dollar amount to the sales cycle.

 

Features, Tips, & Announcements — No Comments
26
Jun 12

Myths of Phone Call Tracking: An employee has to keep track of different phone numbers and associate them to multiple campaigns

With a source or keyword level call tracking solution installed on your website, a dynamic phone number will be associated with each unique visitor. This unique phone number is essential so that when a visitor converts via an offline phone call, marketers will be able to associate the resulting offline phone conversion with the proper online source or campaign.

Some may wonder, “who keeps track of all the unique phone numbers and the individual calls?” Does the person accepting the phone calls need to keep track of each phone number and phone call in order to properly measure the ROI on each marketing campaign?

The Answer: Absolutely Not!

Here’s how it works:

When a visitor comes to the website and dials the unique phone number associated with their browsing session, the phone call seamlessly passes through a Mongoose Metrics server that connects the call to the location of your choice.

Once the call happens, the record is added to the Mongoose Metrics client dashboard. When the client logs into either their Mongoose Metrics account, or their chosen integrated partner website such as a bid management or analytics platform, they will be able to view the call detail report that incorporates all of the essential granular information including:

  • The persons caller ID
  • The date and time the call occurred
  • The tracking phone number that was dialed and destination number it was connected to
  • The keyword and source that drove the call
  • The phone number associated with the campaign

With all of this granular information included, the client is able to export the information from the dashboard into an excel document in order to aggregate all of the necessary information.

With the advancements in call tracking technology and third party integrations marketers have the tools to tie together a complete picture surrounding their marketing campaigns. Having clarity surrounding the marketing performance results in better spending decisions and ultimately higher returns on marketing dollars.

Analytics / Call Tracking / CRM / Integration / Mobile Marketing / Offline Advertising / PPC / Sales / Search Marketing / SEO — No Comments
7
Oct 11

Exploding Growth of Mobile Search Makes Call Tracking Essential for the Automotive Industry

Visitors to mobile auto sites grew 463% over the course of one year. The demand for mobile phone conversion solutions is critical. With the rise of mobile internet becoming the leading platform of web browsing, dealers must address this channel now or risk losing revenue.

Mobile Call Tracking Drives Conversion for Dealers

With one in seven searches happening via mobile, automotive retailers can’t afford to ignore the growing demand for mobile conversion solutions. A comScore study reported 21% of users access auto content almost every day and 48% access the content one to three times a month. Combining call tracking features with mobile conversion optimization enables marketers to engage mobile visitors, drive mobile sales conversions and help create competitive advantage. Consider the example scenario below:

Jane is looking to purchase a new car. She opens Google on her mobile browser and searches for “Used Ford Escape Dallas, Texas” This search takes her to a number of results, showing many options of used Ford vehicles being offered at various dealers in the Dallas region. She clicks on a prominent search result for John Ford Auto.

We know she is in the Options stage of the Buying Process, and we only have 9 seconds to get her attention. Using Mongoose’s Mobile Call Track technology, John Ford Auto pushes a special mobile alert to Jane 5 seconds into her visit that says, “We have your SUV, touch to call us now.” Jane clicks the mobile alert and her mobile phone populates with the number for John Ford Auto. The dealership gets the sale and Jane drives away in her Ford Escape. John Ford Auto knows that they won the sale thanks to Mongoose technology – because the conversion and phone call are recorded for easy tracking.

The Mongoose Metrics’ Mobile Call Track solution for automotive offers several powerful  features for customers that are serious about making mobile a part of their automotive marketing strategy:

  • Right Time, Right Place action triggers, which rescue visitors before they abandon your mobile website.
  • Increase & Measure Conversions – Auto dealers realize an immediate lift in mobile conversions of up to 30%– with ROI potential to increase overtime from 45 – 100%.
  • Seamless integration – Integrate with web analytics, bid management and CRM software for easy, consistent reporting.

With a growing number of searches being conducted via mobile phones, having statistics to understand the behavior of your customers is critical. The power to increase mobile conversions is yours. Are you equipped to drive more sales from your mobile site? Start now by contacting us today!

Features, Tips, & Announcements — No Comments
14
Sep 10

We’re at BIA/Kelsey Directional Marketing Strategies 2010 in Dallas

As publishers and advertisers focus more and more on quantifying and qualifying conversions, everyone in the Local Reach space is looking for efficient solutions to do so.  Nearly 400 attendees at BIA/Kelsey’s Directional Marketing Strategies conference this week in Dallas, Texas will be soaking up the knowledge from the experts at companies such as Bruce Cotterill, CEO of Yellow Pages Group.  Blogger Chris Silver Smith will be blogging live from the conference for SearchEngineLand.com.  Read his updates here.  Directional Media Strategies 2010 takes place in a pivotal moment in Yellow Pages history. BIA/Kelsey’s latest global Yellow Pages forecast indicates digital will account for 39 percent of Yellow Pages revenues by 2014. We see 2010 as the year Yellow Pages shifts from a print-centric to a digital-centric industry. The future revolves around how publishers can best serve the needs of small business advertisers—with video, reputation management, mobile directories, group buying, SEM/SEO and more.

Features, Tips, & Announcements — No Comments
11
Mar 08

Google Analytics/Google Audio Ads and Phone Call Tracking

Summary: This post explains how Google Analytics users can leverage the Google Audio Ads integration to not support both online ROI and offline phone call ROI via Mongoose Metrics phone call tracking technology.

Google Analytics announced integration with Google Audio Ads this week. The integration allows Google Analytics users who run Google Audio Ads campaigns to see a special overlay report that shows both the radio ad broadcast schedule and website visitors. The report allows the Google Analytics user to clearly see the correlation between spot broadcasts and site visits and conversions. As rich as the overlay report is, a simple solution exists that allows Google Audio Ads advertisers to track phone calls driven from their radio spot campaigns.

Using Mongoose Metrics With Google Audio Ads

As a brief walk through, a Mongoose Metrics trackable phone number can be used in radio spots as the call to action phone number and also in the web campaign’s landing page.  When the number is dialed, the phone call event will be logged back to Google Analytics within the campaign section.

In this way, Google Audio Ads advertisers can create radio campaigns that can target both web based conversions and offline phone call conversions.