Setting up call tracking for PPC (Pay-Per-Click) campaigns can help you measure the effectiveness of your ads, track conversions, and optimize your campaigns for better ROI. Here’s a step-by-step guide to set up call tracking for PPC:
Step 1: Choose a Call Tracking Provider
Select a reputable call tracking provider that integrates with your PPC platform. Some popular options include:
- CallRail: A leading call tracking and analytics platform that integrates with Google Ads, Microsoft Ads, and other platforms.
- CallTrackingMetrics: A call tracking and analytics platform that integrates with Google Ads, Microsoft Ads, and other platforms.
- Ringostat: A call tracking and analytics platform that integrates with Google Ads, Microsoft Ads, and other platforms.
- Invoca: A call tracking and analytics platform that integrates with Google Ads, Microsoft Ads, and other platforms.
When choosing a call tracking provider, consider the following factors:
- Integration with your PPC platform
- Ease of setup and configuration
- Accuracy and reliability of call tracking data
- Customization options for tracking numbers and routing
- Reporting and analytics capabilities
- Customer support and pricing
Step 2: Set up a Unique Tracking Number
Create a unique tracking number for each PPC campaign or ad group. This will help you track calls generated from each campaign or ad group. You can use a single tracking number for multiple campaigns or ad groups, but this may make it more difficult to track conversions and measure ROI.
Step 3: Configure the Call Tracking Provider
Set up the call tracking provider to track calls from your PPC campaigns. This may involve:
- Creating a new account or campaign
- Setting up tracking numbers
- Configuring call routing and forwarding
- Integrating with your PPC platform
- Setting up conversion tracking
When configuring the call tracking provider, consider the following options:
- Tracking numbers: Choose a tracking number that is easy to remember and easy to dial. You can also use a vanity tracking number or a toll-free tracking number.
- Call routing and forwarding: Configure the call tracking provider to route calls to your business phone number or a designated call center.
- Integration with PPC platform: Integrate the call tracking provider with your PPC platform to track calls generated from your ads.
- Conversion tracking: Set up conversion tracking to track calls as conversions and measure their value.
Step 4: Integrate with Your PPC Platform
Connect your call tracking provider with your PPC platform (e.g., Google Ads, Microsoft Ads). This will allow you to track calls generated from your ads and attribute them to specific campaigns or ad groups.
When integrating with your PPC platform, consider the following options:
- Google Ads: Use Google Ads’ built-in call tracking feature or integrate with a third-party call tracking provider.
- Microsoft Ads: Use Microsoft Ads’ built-in call tracking feature or integrate with a third-party call tracking provider.
- Other platforms: Check with your PPC platform to see if they offer built-in call tracking or integration with third-party call tracking providers.
Step 5: Set up Conversion Tracking
Configure conversion tracking for calls in your PPC platform. This will help you track calls as conversions and measure their value.
When setting up conversion tracking, consider the following options:
- Conversion tracking: Set up conversion tracking to track calls as conversions and measure their value.
- Conversion value: Set the conversion value for each call to reflect its value to your business.
- Conversion tracking goals: Set up conversion tracking goals to track specific conversions, such as sales or leads.
Step 6: Set up Call Tracking in Your PPC Campaigns
In your PPC campaigns, set up call tracking by:
- Adding the tracking number to your ad copy
- Setting up call extensions (if available)
- Configuring call tracking for specific ad groups or campaigns
When setting up call tracking in your PPC campaigns, consider the following options:
- Ad copy: Add the tracking number to your ad copy to track calls generated from each ad.
- Call extensions: Use call extensions to add a call-to-action button to your ads and track calls generated from each ad.
- Ad group and campaign settings: Configure call tracking for specific ad groups or campaigns to track calls generated from each group or campaign.
Step 7: Monitor and Optimize
Monitor your call tracking data to identify trends, patterns, and areas for improvement. Use this data to optimize your PPC campaigns for better ROI.
When monitoring and optimizing your call tracking data, consider the following options:
- Call tracking reports: Use call tracking reports to track calls generated from each campaign or ad group.
- Conversion tracking reports: Use conversion tracking reports to track conversions generated from each campaign or ad group.
- A/B testing: Use A/B testing to test different ad creatives, targeting options, and bidding strategies and track the impact on call volume and conversion rates.
- Optimization: Use optimization techniques, such as bid adjustments and ad rotation, to optimize your campaigns for better ROI.
Additional Tips
- Use a dedicated tracking number for each campaign to avoid mixing up calls from different campaigns.
- Set up call tracking for both desktop and mobile devices to capture calls from all devices.
- Use call tracking to measure the effectiveness of different ad creatives, targeting options, and bidding strategies.
- Use call tracking data to identify high-converting keywords and ad groups, and optimize your campaigns accordingly.
- Consider using call tracking to measure the effectiveness of your landing pages and conversion rates.
By following these steps and tips, you can set up call tracking for your PPC campaigns and gain valuable insights into the effectiveness of your ads. Call tracking can help you measure the ROI of your campaigns, optimize your ad targeting and bidding, and improve your overall marketing strategy.