Increase Your Clients ROI with the Mongoose Metrics
AccuTrack Session System
Call Tracking SimplifiedSEM /SEO firms' basic mission is to allocate clients money in the most efficient way around search engine marketing. Innovative SEO/SEM firms need a complete and accurate picture of holistic conversions both online and offline to fulfill this goal.
Most SEO/SEM firms today are missing a huge piece of the data-driven marketing puzzle. Research shows that 25% to 65% of all web site visitors convert via a phone call. This “black hole” has lead to unpredictable and inaccurate data for the entire SEM/SEO campaign further eroding both customers and the SEO’s ROI.
Solution
Recently Mongoose Metrics solved this problem through its patent pending Accutrack Session technology.
As the innovator of SEO/SEM keyword phone call tracking, Mongoose Metrics tasks itself to provide reliable, simple, and actionable data that integrates into your current enterprise system infrastructure. Towards that end, we integrate with a variety of market leading CRM, Analytics, and E-commerce applications. We provide the “glue" which binds a web browsing session to a phone call and a conversion event.
SEM’s and Internet Marketing managers rely on various metrics to analyze and optimize their client’s online marketing campaigns. These metrics not only indicate their current performance, but also create benchmarks for managers and clients to prioritize goals and analyze past performances. Central to these performance goals are metrics surrounding the conversion rates. Conversion rates are the number one metric that SEO/SEM firms use to optimize campaigns. However, standard conversion rates are not 100% accurate and depend on variables that range from visitor behavior, industry type, and demographics. An offline convernsion may occur more often than a traditionally trackable online conversion. In many cases 50% or more of the conversion data is missing because of offline phone calls.
Therefore, in hopes of increasing conversion rates and ROI, marketing managers may be cutting keywords and ad groups that drive a large portion of phone calls. While their optimization may appear rational, in reality overall conversions have dropped significantly.
The Mongoose Metrics AccuTrack Session product enables both marketing managers and clients to see which keywords are actually driving phone calls. Assuming that the keywords perform equally online and offline does not make sense when comapared to the real world market data.
Tractor Company
Before utilizing the Mongoose Metrics system, the tractor company believed that their pay per click campaign was optimized and performing well. At the end of the period their keyword report looked like this:
| Keyword: | Clicks | Bid: | Cost | Online Conversions | Online Revenue: |
| Reliable Tractors | 45 | $ 4.50 | $225.00 | 5 | $500.00 |
| Fast Tractors | 55 | $ 3.00 | $165.00 | 3 | $300.00 |
| Cheap Tractors | 95 | $ 4.00 | $380.00 | 10 | $500.00 |
| Tractor Parts | 25 | $ 4.50 | $112.00 | 2 | $10.00 |
| Fancy Tractors | 35 | $ 3.00 | $105.00 | 0 | $0.00 |
| Total: | 255 | $987.00 | 20 | $1,310.00 |
| Keyword: | Estimated Phone Conversions: | Estimated Phone Revenue: | Estimated Total Conversions: | Total Revenue: |
| Reliable Tractors | 3 | $ 500.00 | 8 | $1,000.00 |
| Fast Tractors | 0 | $ - | 3 | $300.00 |
| Cheap Tractors | 5 | $ 200.00 | 15 | $700.00 |
| Tractor Parts | 0 | $ - | 2 | $10.00 |
| Fancy Tractors | 1 | $ 300.00 | 1 | $300.00 |
| Total: | 9 | $ 1,000.00 | 29 | $2,310.00 |
A quick look at their top keywords shows that "Cheap Tractors" is bringing in more leads than any of the other keywords with a higher conversion rate. Therefore a rational marketing manager would think to place more money towards this keyword. At the same time, "Fancy Tractors" is not driving conversions. This keyword must then be cut. At the same time, internally the client estimates that some phone calls are being made but they do not feel that it creates the same impact as online conversions. While these estimates are a good guide to where sales may be coming from they do not provide the actionable data that the marketing manager needs to make changes to the account.
However, had the marketing manager had access to the Mongoose Metrics data, the pay per click campaign would show very different statistics. Instead of estimating the number of calls that were developed off of a pay per click campaign, both the marketing manager and the client would have clear, reliable, and actionable data that surrounds the phone calls. With the Mongoose Metrics system the end of the period report would look like this:
| Online Conversions | Online Revenue: | Phone Conversions | Phone Revenue: | Total Conversions: | Total Revenue: |
| 5 | $500.00 | 6 | $ 800.00 | 11 | $ 1,300.00 |
| 3 | $300.00 | 2 | $ 300.00 | 5 | $ 600.00 |
| 10 | $500.00 | 2 | $ 300.00 | 12 | $ 800.00 |
| 2 | $10.00 | 0 | $ - | 1 | $ 10.00 |
| 0 | $0.00 | 3 | $ 800.00 | 4 | $ 800.00 |
| 20 | $1,310.00 | 15 | $ 2,200.00 | 34 | $ 3,520.00 |
This information gives the manger and the client actionable data with which they can optimize the campaign . At first glance all conversions have increased accordingly, but a closer look shows that keywords such as “Fancy Tractors” bring in higher paying visitors than the keyword “Cheap Tractors.” Visitors of this keyword are more likely to spend more and therefore must be more comfortable calling the office than filling out an extensive online form. Without the Mongoose Metrics system, it would seem rational for the marketing manager to cut out “Fancy Tractors". While there were only three phone conversions from this keyword each lead was worth triple than a lead from "Cheap Tractors". Armed with this knowledge, a rational marketing manager would place more money towards "Fancy Tractors" to drive more high quality leads to his or her client's business.
Now take a look at the campaign the next period after Mongoose Metrics' AccuTrack Session is installed. Last period the manager was optimizing for “Cheap Tractors” but after phone conversions were accounted for, it was found that “Fancy Tractors” brought in higher paying customers. Accordingly, the manager increased the bid for Fancy Tractors and started cutting bids for Cheap Tractors.
The results are as follows:
| Keyword: | Clicks | Bid: | Cost | Online Conversions | Online Revenue: |
| Reliable Tractors | 60 | $ 5.00 | $300.00 | 7 | $700.00 |
| Fast Tractors | 55 | $ 3.50 | $192.50 | 3 | $300.00 |
| Cheap Tractors | 50 | $ 2.00 | $100.00 | 4 | $200.00 |
| Tractor Parts | 0 | $ - | $0.00 | 0 | $0.00 |
| Fancy Tractors | 90 | $ 6.00 | $540.00 | 1 | $200.00 |
| Total | 255 | $1,132.50 | 15 | $1,400.00 |
| Keyword: | Phone Conversions | Phone Revenue: | Total Conversions: | Total Revenue: |
| Reliable Tractors | 10 | $1,300.00 | 17 | $2,000 |
| Fast Tractors | 6 | $800.00 | 9 | $1,100 |
| Cheap Tractors | 1 | $100.00 | 5 | $300 |
| Tractor Parts | 0 | $0.00 | 0 | $0 |
| Fancy Tractors | 12 | $3,000.00 | 13 | $3,200 |
| Total: | 29 | $5,200.00 | 44 | $6,600 |
Although revenue from online conversions remained steady, phone conversions and their revenue doubled since the last period. It is also important to note that not only have online conversions increased but the average phone conversion is worth more than that of an online conversion. Compared to that of a period ago, it is obvious that the keyword Fancy Tractors now plays a crucial role in the campaign. Without the Mongoose Metrics system, the marketing manager would have made the ill-informed decision to delete the keyword or lower its spending.
With the data provided by AccuTrack Session the marketing manager was able to successfully identify and optimize for high revenue keywords. In doing so, total revenue from the pay per click campaign has almost doubled since the Mongoose Metrics system was first utilized. With a much higher ROI, the client will be more willing to increase spending on their pay per click campaign and with their SEO/SEM firm.
Bottom Line….
Client’s ROI is important for SEM/SEO firms to stay in business. Mongoose’s data –driven marketing elements produce the only accurate ROI’s for offline phone calls in the industry today.
Features
Our partners utilize a few of the hundreds of features within our system including:
- Create Agent Account
- White Label Reseller Account with Multiple Levels
- Instant Campaign Creation on the Fly
- Streamlined Internal Setup Processes Saves Hundreds of Hours
- Hands Free Management System via Automated Trigger Controlled Management System
- Integrated Reporting Into Analytics / CRM/ & Shopping Cart Software Packages
- SPC Pricing Model
- Scalable Pricing that is Aligned with All Stakeholders Needs
Benefits
Manageable Accounts:
Our innovative system helps our partners keep a competitive advantage by helping them gain and keep more clients while controlling internal costs. With easy to access agent or reseller accounts our partners can access clients’ accounts quickly with a high level umbrella account management structure. By logging into the client center account our partners can view data, change settings, and create campaigns for every client that they have. At the same time, end clients can login to their individual white labeled accounts so that they can access and view their data 24/7. With easy account access, the Mongoose Metrics system eliminates the time it takes to manage campaigns and access the data our partners are looking for.
Internal Cost Savings:
We know that our partner’s time is valuable which is why our system allows for instant campaign and account creation. With our streamlined setup process partners can setup new client’s call tracking campaign in less than one hour. Once started, the hands free management system manages numbers and pool allocations automatically. This allows our partners to have the peace of mind that they are receiving the most accurate data available without having to constantly micromanage campaigns.
Reporting:
Each one of our partners sends reports to their clients in a variety of software packages. From our own internal reporting interface, analytics packages, XML and API feeds our reporting metrics can easily be placed into the reporting system that works for you. The Mongoose Metrics system gives partners and their clients clear, reliable, and actionable data which enables them to optimize online campaigns by decreasing spending and increasing ROI. With CRM integration clients can judge the quality of phone leads at both ends of the sales funnel. This not only allows marketers to optimize for quantity of leads but more importantly quality leads.
Pricing :
Our clients maintain their competitive advantage with Mongoose Metrics. Instead of charging flat fees associated with each client, our fees are scalable according to the size and need of each of our partners. This means that no matter how many clients our partners have we have the right price for them. At the same time, because pricing is based off of a Session Publishing Cost model, charges can quickly be gauged and analyzed by simply looking at the amount of monthly clicks from PPC campaigns.
Mongoose Metrics offers simple to use enterprise class phone call tracking services for both online and offline marketers. We want to understand your needs. Please complete the form below and a Mongoose Metrics representative will contact you shortly. You can also contact us directly at 877-784-0496
