Are you ready to improve your sales approach and convert your leads faster? Sure, you could try spending thousands of dollars on PPC (with no results) – or, even worse, run ads blindly (and receive bad leads). But why would you want to do that? Watch this sponsored Search Engine Journal webinar and learn how you can improve your lead generation campaigns with call tracking. In this presentation you’ll learn: Common approaches to PPC that result in low customer retention and poor customer experiences. How call tracking can help identify gaps in the sales process and improve the value of marketing leads. How listening to call recordings can open up opportunities for new marketing tactics. Inbound call processes are a goldmine, but sadly often overlooked by business leaders who just assume they have bad leads. Franco Aquino, co-founder of REN Marketing, will be joined by Laura Lawrie, CallRail’s Principle Product Manager to discuss how call tracking can improve your lead generation campaigns, both paid and organic.

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About Me
Franco Aquino
Digital marketer based in Miami, FL.
My Expertise:
My Experience:
Our clients are companies that generate $1 million+ revenue and
have run campaigns in the past with little to no results. They come to
us to help them turn things around.
Our main strengths are developing full ecommerce sales funnels for
brands and lead generation for service based businesses through the
use of Facebook and Google Ads.
About Me:
My name is Franco Aquino, I am a digital marketer based in Miami, FL.
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3. The Problem
A Look Inside The Common Approach To PPC & SEO

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Your SEO &
PPC Efforts
You’re driving traffic and you:
o Generate leads
o Know what search queries
led to those leads

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Your SEO & PPC Efforts
But you’re not using advanced call tracking software. You’re using:
Access to forwarding numbers for
ads only:
o Doesn’t assist with organic traffic
o You also don’t own the numbers
Provides SEO/PPC conversion numbers:
o Inaccurate tracking of clicks as calls
o No context for inbound calls
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Challenge 1:
No idea how calls
actually go
Considerations:
o You might not know the answer to “are the leads good?”
o Call duration helps but it can be misleading
SEO:
Are SEO efforts generating high quality leads?
PPC:
Are we using the right match types?
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Challenge 2:
No understanding of the
relationship between
keywords and calls
Considerations:
o One of these keywords has higher intent: “Miami
dentist” vs “Emergency dentist”
o Understanding how calls go can aid with easy wins
SEO:
What keywords are generating calls?
PPC:
How do callers differ from keyword to keyword?
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Challenge 3:
No inbound process
measurement
Considerations:
o If the campaign is generating good leads, why does
the client want to scale back?
o Ask yourself, “Is the receptionist/salesperson aiding
the campaign?”
SEO:
Is the receptionist pushing for an appointment?
PPC:
How many calls are we answering or are we leaving
unanswered?
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Challenge 4:
No understanding of
Google’s changes
Considerations:
o How are Google’s changes affecting us?
o Example: The broad match modifier change
impacted the quality of leads we received
SEO:
Have we noticed a change in leads generated after a
Google update?
PPC:
Has the removal of BMM helped us? How has it
affected us?
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You’re Running Campaigns Blind
Clients say they are receiving bad leads:
o True, some leads are bad
o False, the client doesn’t have a good inbound call process (but they don’t
know this)
The Result:
1. Agencies: Low customer retention
2. Businesses: A bad experience
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A Dental Client Story
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Before:
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They had spent over
$30,000 on Google Ads
They had nothing to show for
it in the form of revenue
o They were only tracking the
number of conversions
Couldn’t attribute
appointments to Google

12. The Solution
Continuous Improvement With Advanced Call Tracking Software

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A Dental Client Story
After:
We installed tracking numbers and contact forms.
o Spending on Google PPC with measurable results
o We know we’re generating appointments
o Improved sales process that’s impacted their
other channels
o Tons of opportunity found for an office 20
years in business
o Confidence in what’s bringing them new patients
o They know who came from ads

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The Call Tracking
Tool We Use
CallRail:
o Offline call tracking
o Online call tracking
o Customer Journey
o Dynamic number insertion
o Call notifications
o Free call recording
o Call forwarding
o Google Analytics integration
o Google Ads integration
o Google My Business integration
o Facebook integration

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Benefit 1: Identify the top performing channels
o Blog Content
o Google My Business
o Google PPC
o Facebook
o Instagram
o Etc.
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Compare the performance of each channel and shift focus as necessary:

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Benefit 2: Capture the best keywords
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Identify the keywords that generated traffic and leads
o Use these insights to launch a PPC or SEO campaign
o Example: using PPC campaign data to create SEO optimized content for a
new website design.

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Benefit 3: Show clients you can deliver results
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Provide name, phone number, etc. obtained from your campaign
o Example: The $60k dental implant patient that searched for “dentist near me”
A view of the CallRail call log.

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Benefit 4: Measure the quality of the leads
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Are we getting the right calls?
o What are they interested in?
o Are they motivated or are they researching?
o Are they wrong number calls?
o Example: “miami dentist” BMM change

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Benefit 5: Improve The
Inbound Call Process
o Listen in on calls to determine keyword &
inbound sales effectiveness
o Use insights to train client staff with a call
script
o Example: Dental client’s initial inbound
process affected all paid and organic
efforts. They had potentially lost
hundreds of thousands of dollars in
business over the years.
Good Customer Acquisition
= High Client Retention
Good Keyword
Targeting
Good Inbound Call
Process

20. Next Step
Get Started with Call Tracking

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Action Items
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Find a call tracking software that works for you
Allows you to own your
own phone numbers
Provides you with call
recording
Enables you to measure
paid vs organic efforts
Integrates with top
channels such as
Facebook & Google