Integrating old media and new media
TRACKING PHONE CALLS THROUGH SEARCHFORCE
Some companies do everything in their power to get customers to interact with them online. After all, processing an incoming telephone call gets expensive. Even a brief inquiry by phone might cost $5, $10 or even more when a similar interaction via an online form or email would cost far less.
Yet there are situations where companies welcome phone calls – especially when the revenue from a sale can be substantial and a real-time conversation with a prospect adds way more value than the cost of the call.
But can you match an incoming phone call with the keyword that generated it? Can it be tracked as a conversion in SearchForce? Yes it can with call tracking services.
Calls, not clicks: Automatically tracking and optimizing call performance
Consider a law firm that’s generating leads for a specific type of legal service. It may be most efficient for a potential client to call an attorney at the firm who can discuss a prospect’s needs in real time.
Instead of simply putting a static phone number on their landing page, the law firm could partner with a call tracking service such as Mongoose. These services essentially mask the “real” phone number and insert a specially tracked phone number that reroutes the call.
In this way, the phone number can be used to track the specific keyword that generated the call. And the law firm can use this information to optimize keyword bidding strategies and create detailed reports on which online strategies work best.
So now, when a “conversion event” is a phone call, not a click or a signup, it can be tracked and recorded with the same precision and attributed to the source that generated the call.