Call Tracking for Marketers Presentation

[Update: Slides posted]

Here are the slides from last night’s meeting. The crowd may have been small, but the vibe was enthusiastic. Most of the content was voiced over and the slides are sparsely worded. Hopefully the images and text convey enough meaning, otherwise you’ll never understand the references to the Dharma Initiative (and cake).

Wondering how to measure phone calls in addition to standard web metrics and online conversions? Are you in or near Richmond (or can be next Tuesday)?

I am presenting Phone Call Tracking for Marketers at Refresh Richmond‘s monthly meetup. I’ll come up with some interesting ways to cover the following topics:

  • What is phone call tracking?
  • Why track calls from your marketing campaigns? (hint: because your clients don’t know they need it yet)
  • Build or buy?
  • Merging call data with campaign data
  • Optimize, refine, repeat

Here are the details:

  • Date: Tuesday, January 18th
  • Time: 6:30 – 8:00 pm (after party at Popkin’s Tavern)
  • Location: INM United office, 201 West Broad Street, Richmond, VA

Hope to see you there!

Google Boost: Warning or Welcoming?

Heard about Google Boost? No? You’re not alone. And you’re probably the perfect victim, er, candidate.

Boost is a new feature that allows local businesses to purchase Pay Per Click (PPC) ads directly through their Google Places account instead of messing around in AdWords. It’s only available in a few areas now, but should be rolled out nationwide soon.

Evil Genius or Innocently Helpful?

Boost is simply a stripped-down AdWords integration with a slight improvement on how the ads are presented on a results page and within Google Maps. It’s a brilliant move by Google to reach the companies that don’t yet buy AdWords ads and may not want to learn how. They even have telemarketers reaching out to local businesses to upsell them on Boost and Tags.

With a couple clicks and a credit card, a locally-targeted ad will start showing for keywords that Google deems relevant to your business.

Sounds great, right? Here’s the warning – Boost automatically creates terribly inefficient AdWords campaigns with no easy way to know if the campaigns are successful or not! Even if you log into your AdWords account (same Google account as your Places page), you can’t manage the keywords, bids or ad text associated with the “Places Ads” campaign:

Edit Google Boost Campaigns

Optimize this...

The First Hit is Free

AdWords Boost Campaigns

See what we did here?

Campaigns generated by Boost are automatically added to the Place user’s AdWords account. Didn’t have an AdWords account? You do now. Sneaky!

See where this is going?

Google Boost is simply a gateway into the AdWords cash machine. Almost like magic, Google creates multiple campaigns with hundreds of broad and modified broad match keywords with extremely high automatic CPC bids.

Wow, that’s bold. And dangerous. And potentially a huge windfall for Google.

Once a business realizes they have an AdWords account, they are more likely to increase their spend, add to their campaigns or simply “let it ride” and let Google collect a hefty residual to keep showing the Boost ads in perpetuity.

This could be construed as better than not having any PPC visibility, unless you are the type of person that likes to know whether or not your  marketing investment provides any type of return.

Cons: Transparency, Metrics, Customization

I can’t emphasize this enough: Google Boost campaigns CAN NOT be edited in AdWords.

Advertisers have to go all in.

Within the Boost interface, advertisers only see click and impression volume by keyword category. Cost data are aggregated across the entire Boost campaign. Conversion data are not available because clicks from Boost are not differentiated in Google Analytics unless you link your Analytics and AdWords accounts. This leaves unsophisticated advertisers with no ability to determine if the ads are actually helping build their business or refine the Boost ads for greater efficiency or effectiveness. This leads to my theory of PPC’s intractable problem.

Keyword-level data are available in AdWords but it’s useless if it can’t be changed.

The ad titles themselves are fixed based on the Google Places business name. If a business name is longer than 25 characters, too bad. It will be truncated. The 70 characters of body copy are customizable but only one ad can be run at a time.

Finally, the advertiser can only choose between two destination URLs: the Google Maps Place Page for the business or the home page of the advertiser’s website. Specific landing page URLs are not an option.

Pros: Save Time, Improve Visibility

Some businesses haven’t yet experimented with AdWords, and that’s okay. Using Boost, they can advertise immediately with minimal effort. There’s no need to hire or train anybody to manage a complex AdWords account. (but you get one anyway…)

Search results are enhanced with a blue map pin and details from the Places page that normally are not found in AdWords ads. This could lead to greater visibility and higher interaction rates. This is possibly the ONLY reason to choose Boost for tightly controlled campaigns.

To Drink the Koolaid or Not?

So how well does Google Boost work? Based on my preliminary, unscientific data, not well when compared to existing Google Places content and AdWords campaigns.

Here’s the breakdown after a week:

Channel Actions
(Clicks)
Impressions CTR Avg. CPC
Google Boost 7 (7) 1,858 0.38% (0.38%) $4.99
AdWords 7 (7) 475 1.47% (1.47%) $3.34
Google Places 16 (11) 100 16% (11%) $0

The final verdict?

Here are some key takeaways:

  • A tightly controlled AdWords account will outperform a Google Boost campaign with little effort.
  • Businesses that are not on Google Places or haven’t optimized their listing are missing the biggest (and cheapest) opportunity to improve their visibility in search results.
  • Boost is a stripped-down AdWords gateway. If your business is interested in advertising online, skip Boost and go straight to AdWords. Even if you have to hire somebody to set up and manage it for you, the cost savings over Boost will likely pay for the consultant.

You’ve Optimized Your Site. Now What?

Are you running out of ideas to further optimize your site and online presence for search engines? Did a recent redesign or SEO campaign address ALL of the accessibility, relevance and credibility issues your site faced? Do your internal processes include SEO input and are all your customer-facing teams active contributing to your SEO success?

Congrats, my friend. You’ve reached SEO Nirvana. You should write a book!

In reality, SEO is never done. But for the sake of argument let’s assume you’ve maxed out your SEO potential and need something else to justify your salary and follow up on your “big win”. What do you do next to continue to improve your business?
[Read more...]

CallTrackingBlog.com Launched

Call Tracking Blog LogoJust a quick post from the self-promotion category. A couple of weeks ago I launched a new blog at CallTrackingBlog.com.

To get things started, I’ve begun a 5-part series on creating and optimizing Google AdWords click-to-call ads for mobile devices. I have tons of good content ideas in the hopper so please subscribe to the RSS feed or sign up for the email newsletter to get updates!

Why this? Why now?

The goal is simple: de-mystify phone call tracking for marketers. Nobody is really talking about how to measure phone calls from online sources and most online marketing books and blogs gloss over the subject if they even mention it at all. Even Avinash Kaushik, analytics evangelist for Google and author of Web Analytics 2.0 only devotes 1 page (out of 475!) to the topic.

Given that more than 50% of leads and contacts generated by websites are phone calls, I was amazed that more people are not using and discussing call tracking as a necessary marketing analytics function.

It boils down to 2 things:

  1. Call tracking is vital for anybody buying online ads or trying to generate leads through a website. Without it, more than 50% of leads are not calculated into ROI metrics or conversion optimization and testing!
  2. There is no centralized, unbiased site for best practices, vendor reviews or industry news…unless you want to believe the hype coming directly from the vendors’ blogs.

If you have a moment, please check out the site and let me know what you think. Want to submit a case study, question or post? Please leave a comment here or contact me.

The Types of Results I Like to See

Most companies are not sure what kind of ROI to expect from SEO efforts. Some want a guarantee, others trust that the results will come with proper implementation and support from a qualified consultant.

I thought I’d share a quick glimpse into the results I achieved for one of my favorite clients in Ann Arbor in early 2009. We are not talking about huge traffic numbers, but when you sell a niche service in a small market, even a few hundred extra visits a month can be the difference between a good month and a GREAT month!

Keywords Report

Organic, Non-Branded Traffic (click to expand)

For those not intimately familiar with Google Analytics, here’s what we’re looking at:

  • A comparison of March 2010 (blue line) to March 2009 (green line)
  • Organic (non-paid) visits from search engines
  • Non-branded keywords that do not include the company name (important!)

The results speak for themselves:

  • Visits more than doubled (+103%)
  • Visitors are spending more time on the site and viewing more pages
  • More visitors click through beyond the page they land on instead of abandoning the site without clicking deeper (bounce rate)

The results for other clients have been as dramatic (or better in a lot of cases), but this a simple way to measure the success of any SEO effort.

Perhaps even simpler, the client has mentioned he is overwhelmed with new customers and has to hire more help to fill the need. Those are the types of results I like to see!

How Much More Traffic Will I Get From SEO?

Note: This is the first in a series of “Free Advice” posts that I will start publishing in response to Twitter requests. Want your SEO or PPC question answered? Ask me on Twitter.

“How much more traffic will I get to my website if I optimize it for keyword X?”

It’s a very common question from prospective clients and was posed by Rick Whittington on Twitter. The answer should help build value for the SEO engagement by demonstrating the potential gains and how to measure them. In this example, we’ll focus on ACME, Inc., a Richmond-based widget reseller with operations throughout Virginia.

Step 1: Determine Your Current Search Traffic Segments

Segmentation is the key to deriving value from your website analytics package. In this case, I am talking about segments of keywords related to a particular theme. For ACME, the keyword segments can be defined as:

  • “Branded” – Company name, brand names, etc. (including common misspellings)
  • “Virginia” – Containing “VA” or “Virginia”
  • “Richmond” – Containing “Richmond” and surrounding towns
  • “Widgets” – Containing “widget” or “widgets”, i.e. “blue widgets” or “widget for sale”
  • “Doo Dads” – Other names for widgets and keywords consumers are also likely to use

In your Google Analytics Keywords Report, select only the keywords from each segment. For example, to select only “Virginia” OR “VA” keywords, use the | separator in the Filter Keyword box at the bottom:

Keyword Filter

Do this for each segment, noting the total traffic volume and number of unique keywords for non-paid search traffic:

Keyword Volume

Plot all of your keyword segments on a chart and you’ll end up with something like this:

Keyword Segments Chart

Now we know how many unique keywords we have and much traffic we are getting from each segment. Hold on to this chart for a minute.

Step 2: Gather Search Volume Estimates

Use the Google AdWords Keyword Tool to calculate rough estimates of search volume for particular keywords. To find it, click on the “Opportunities” tab in AdWords, then “Keyword Tool” in the Tools section on the left.

Type in your keyword segment seed keywords and make a table of the estimate local (U.S.) search volume for Phrase Match to include all combinations of your keywords. DO NOT use Broad Match, it will give you the wrong results for this analysis. You’ll end up with something like this:

Keyword Search Volume

Step 3: Look for Patterns and Gaps

Notice the pattern in the search volume data? “widgets” keywords (and many of the most popular variations) are searched more frequently than the same variations of “doo dads”, by anywhere from 25-100%. Example: “virginia widgets” and “virginia doo dads”.

Now, look back at your chart from step 1. ACME’s site is drawing a fair amount of traffic from a wide variety of “widgets”-related keywords but almost no traffic from “doo dads” keywords.

This is certainly not in proportion to the search volume that we KNOW exists for “doo dads” keywords. Hence, a gap in the SEO strategy and an opportunity to optimize the site for “doo dads” keywords (without taking your eye off of the “widgets”) keywords.

Step 4: Take it One Step Further

Want to be a true analysis ninja and really impress the client? Perform the same analysis but instead of looking at JUST organic search visits in Step 1, substitute conversion rates or conversion counts (leads, sales, revenue, or whatever) by keyword segment and demonstrate a tangible benefit to their business.

But This Doesn’t Answer the Question!

Before you say that this analysis doesn’t tell the client exactly how many more visits their site will receive, keep in mind that that is an unknowable number and no legitimate SEO consultant will guarantee particular rankings or traffic volumes. Clients that are only focused on traffic volume are usually focused on the wrong metrics. It’s all about finding the RIGHT traffic, not just the MOST traffic.

It’s not a perfect answer, but it’s an honest, fact-based assessment of how to improve the client’s business by segmenting data and looking for patterns and gaps. That should make any client happy. I know mine are.

My (and Your) Super Bowl Picks

How do you pick your Super Bowl “Big Game” favorites*?

I’m putting my money on the New Orleans Saints. No, not because I’m an NFC fan or because their win would somehow make me feel better about their thrashing my Atlanta Falcons repeatedly, but because we, the people, have spoken.

According to Google Insights for Search, search volume for the New Orleans Saints more than doubles that of the Indianapolis Colts. When in doubt, go with the wisdom of crowds.

*The game that shall not be named is heavily protected by trademark laws and vigorously enforced.

Attention: The Most Finite Resource

Attention Span

Attention span may be the most endangered resource of the information age. Increasingly, web users seem unable to focus on any particular thought or task for more than a few short moments before being interrupted by an incoming message or other stimulus.

The Battle for Attention

Think about it. That is, if you can spare a few brain cells for more than a few seconds. We cannot create more attention. We cannot manufacture time. There is more competition than ever for eyeballs. The battles of the future will be fought over the brain cells that control thought and attention.

Thanks to the spread of technology, there are more ways to communicate than ever. There are also more people to communicate with. With social media sites and omnipresent mobile technology, you never have to lose touch with society.

Implications for Your Business

Whether it cost $300 or $3,000,000, your website is designed to attract and retain visitors until a desired action is completed.

Visitors and web users have many more external distractions that can take them away from your site in a split second. Unless you can capture and retain their attention, your website is likely losing a lot of potential business to other, more intrusive interactions.

Engage and Resonate

How do you reach and retain people that are just a click away from a competitor’s site? First, you have to engage your visitors. Give them a reason to stick around and navigate to your “money pages”. A compelling design, a unique interactive element, and valuable resources can go a long way towards keeping people interested.

Second, your message has to resonate with the visitor. This means it has to stand out in their mind amongst the thousands of other ads they’ve seen that day.

Measure and Refine

Website Analytics

Data! Glorious Data!

Check to see if your website analytics package tracks pageviews, time on site, time on page, bounce rate, and other engagement metrics. If so, you’ve already got a lot of information about what people are doing on your site once they get there. Use Google Analytics’ Event Tracking capabilities, Time on Site or PageView goals to assess whether or not visitors are engaging with your content.

Do they stick around long enough to absorb your message? Do they click through past the landing page that brought them in? Pick an engagement metric and think of ways to improve it. For example, try to decrease your landing pages’ bounce rates. Depending on your business model, you may want to try to increase the number of pages viewed by your average visitor or decrease the number of obstacles that prohibit them from accomplishing a task.

Now You Know

What other ways can your website compete in a world with shorter attention spans and consumers with non-stop Oh look, a butterfly…Oh look, a butterfly!