Why Call tracking is crucial for Google Adwords success for B2B


Spending money on Google AdWords, Facebook, print ads, TV etc. but do not know which channel you should increase budget because you don’t know which is actually giving you the most customers?

Digital advertising has the huge advantage in that we can attribute leads to the channels that bring online enquiries. For the following business though, things get tricky because they receive most leads through phone calls rather than online enquiries:

  • B2B: e.g. interior design firms,  wholesalers
  • B2C: e.g. doctors, painters, air con servicing, renovation firms

These are business that customers require immediate help or have too many things to ask via email.  Some industries, e.g. doctors receive  almost 100% of customers via phone.


Business say “we will track enquiries ourselves”

That’s the most common reason our customers say.  Believe us, it’s not easy and insufficient.

Receptionists or marketers are tasked with this, however in most cases they will also admit it’s tough.  In the heat of trying to convince the customer to purchase only the coolest of minds and hardworking will remember to do this, at least that’s what we understand from people on the ground.

Insufficient because it only tracks the channel that led to the call, but no keyword/campaign/ad creative information will be captured (unless of course the receptionist ask what keyword the customer typed in, which ad did you see etc, tough if you ask me).  That’s where call tracking can come in real handy, at just tens of dollars a month why not?


What is Call tracking anyway?

Most call tracking solutions will need a dynamic call tracking number displayed on the website so that visitors arriving at the site at the same time see different telephone numbers.  This is how the software is able to track which source (call must be tagged with source and campaign information) lead to a call. e.g.

Visitor 1 from Facebook: Saw 66901234, did not call

Visitor 2 from Google Adwords: Saw 66905678, made a call

For the solution we use at iConversing, calls can also be

  • recorded
  • routed by time of day
  • routed to various parties if not picked up
  • email notifications sent to all parties who needs to be informed of calls received
  • record down comments (e.g. name) in the online portal against each call, e.g. for call 66905678, caller was Alan enquiring about flowers after seeing a Google ad.  This information can further be combined with Salesforce information to provide a full picture of the customer

Not only can we now see which channel (Google/Facebook) the leads are coming from, we can also see the keyword information or campaign name that lead to the call.

For print ads or TV, these can also be tracked by assigning a different number to each channel or ad campaign.  For these campaigns though, to have finer insights into which concurrent ad campaign is working will need several call tracking numbers.


Why call tracking is so important

From the above we would have seen, simply by knowing which channel is giving you the best ROI (return on investment) on ad spend will empower business to choose which channels to increase budget on and which channels to scrap.

For business using Google Adwords, this is brought to yet another level because now business will be able to track which keywords are generating the leads.  Although Google Adwords recently encrypted the keywords leading to the click to prevent snoops, advertisers can still tag the URL with the keywords which let third party software i.e. call tracking software to get the keyword information.

Imagine previously, Google Adwords was noted to bring in average 100 calls a month.  However without call tracking, ABC flower shop was unable to know which keywords to focus on.

Now with call tracking, ABC flower shop found out that half of the budget was used on a campaign with keywords that were not actually giving calls.  Armed with this, ABC flower shop paused that campaign, and viola calls doubled to 200 calls month!  Okay the ROI was linearly projected in this case, but you get the point.

John Wanamaker famously said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  Now with call tracking, you will certainly be able to know which half to cut!