Construction Industry Case Study

Triton Barn Systems Increases PPC-driven Phone Conversions by 180 percent.

“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.” -- Curtis Gardner, marketing director for Triton Barn Systems

This case study demonstrates how additional information about offline phone call conversions provides search campaign managers with key insights regarding the full extent of conversions.

Background
Triton Barn Systems manufactures modular horse stall systems and horse exercisers. They are a sophisticated advertiser with e-mail 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. However, 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 Systems’ marketing director, Curtis Gardner, to make further spending increases for their paid search campaigns.

The Solution: 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 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 direct site 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 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 throughout 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: Triton Barn Systems Increased Paid Search Spending by over 180 percent
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 converting to phone calls.

As a result, Triton Barn Systems increased their spending because they were underestimating their inbound phone call leads originating from paid search.

The offline phone calls had a very acceptable cost per acquisition that averaged lower than other marketing channels. This caused Triton Barn System’s marketing director to increase the company’s spending for paid search campaigns in order to generate more inbound sales call leads.

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