My portion of a webinar presented on Digital Marketing Depot with BIA/Kelsey and sponsored by CallRail. Learn how to improve and track your online marketing through third-party call tracking.

1. Call Tracking and Analytics 101:
Tactics to Improve Online/Offline
Channel Efficiency
Tuesday, March 8, 2016 1:00 EST (10:00 PST)
Speakers:
Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Ross Kaplan-Winn, Search Engine Marketing Manager,
Top Level Management

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3. Today’s Presenters
Ross Kaplan-Winn,
Search Engine Marketing Manager,
Top Level Management
Michael Boland
Chief Analyst and VP, Content,
BIA/Kelsey

4. Call Tracking 101
Businesses Need Phone Calls

5. Where Are Calls Coming From?
Do we know where are calls coming from?
• PPC
• SEO
• Direct Mail
• Billboards

6. Are They Working?
How do you know which marketing
channels are working?
• Google Analytics doesn’t report on
phone calls
• Customers misreport

7. Call Tracking Benefits
DNI Email Offline Timeline

8. Call Tracking Benefits
SimulcallSchedule Attribution

9. Ready To Start Tracking Calls?
Scenario 1:
Not Currently Tracking Calls
(you should)

10. No Call Tracking
Set Up Call Tracking Today…
• For Your Business
• Your Clients’ Businesses

11. Get Started
1. Sign up
2. Install tracking/DNI script.
Send this to your developer to get started

12. Where To Use?
• Local SEO
• Click-to-call
• Offline

13. SEO & Call Tracking
NAP Consistency:
Use the same tracking # for all LBLs
Want to keep your number? You can
transfer it to a call tracking provider

14. Mobile Click-To-Call
Call Directly From Ads
Main Benefit VS Google/Bing
• Recording
• Reporting

15. Offline Marketing Channels
• Direct Mail
• Company Vehicles
• Billboards
• Yard Signs
• Radio
• TV

16. No Keyword Call Tracking
Scenario 2:
Currently Tracking Some Calls
Not able to see which keywords are
driving calls from PPC.

17. Case Study: Problem
I could see at least 50% of leads from
PPC were phone calls
Some locations were getting over 70%
calls vs web forms

18. Case Study: Problem
Optimization & recommendations
based on incomplete data
You can’t optimize AdWords on CTR

19. Case Study: Solution
Implemented call tracking to the
keyword level
We could see exactly what was driving
that 50%+ of leads through the phone

20. Case Study: Set Up
Create Keyword Tracking Pools
• A group of phone numbers that
rotate based on the active users on
your site

21. Case Study: Set Up
Integrate call tracking software into
Google Analytics

22. Case Study: Set Up
Create Goals Based On Call Events

23. Case Study: Set Up
Import Analytics Goals into AdWords

24. Case Study: Results
Cost Per Lead: 3x Lower
Without additional
optimization

25. Case Study: Results
Calls > Forms
Attribute higher value to phone calls
Optimization based on lead value

26. Bonus
Provide More Value To Our Clients:
• Reporting Dashboard
• Email Notifications
• Whisper Messages

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Thank You! Questions?
www.callrail.com