Have you ever heard of the term "keyword call tracking?"
If not, we're not surprised: these days, the term is being used less often even in digital marketing circles, let alone in the general public. In fact, many companies are opting to focus on social media platforms, keywords and online advertising, instead of investing in keyword call tracking.
Some, however, argue that keyword call tracking still has a place in a marketing strategy; Jeffrey Tognetti believes so strongly in the uses of this tool that he's offering keyword call tracking as part of his agency specific services package on his newest website, Cardealermarketing.com.
While the term may mean very little to those outside of marketing, to Tognetti and his coworkers, keyword call tracking is a valuable tool, designed as a method to combine call tracking (which examines buyer responses to offline marketing via telephone) and keyword tracking (which examines online responses to online marketing efforts).
The design of keyword call tracking came out of a need to track a new development in the Internet age, where more and more people are likely to shop online but then make a purchase or follow up for information via a phone call in today’s society. So, how does it all work?
Keyword call tracking actually allows marketers to link phone calls made to their clients or business with any search terms or keywords that the caller used to access that client's website. As part of the set-up and use of a call tracking service, multiple phone numbers are first assigned to a business, and then assigned to website visitors: different numbers appear on a website depending on what keyword that visitor uses to get to the website.
This means that when a call comes in, marketers can reference the phone number that a website visitor has dialed and find out just what keywords that website user used to get to their website. The data from these calls can then be tracked in various online analytics tools.
When used properly, keyword call tracking reveals more about a company’s
callers, loyal shoppers and fans than just off- and online marketing.
However, just like with PPC ads, keyword call tracking needs to be used in a very specific way – otherwise search engines may not even recognize your data!
Keyword call tracking fits perfectly into Jeffrey Tognetti’s agency
service package, as this technique allows a marketer to measure how well
keywords are working in organic, paid (or PPC), and other search
results, thereby measuring the effectiveness of their efforts and how
certain keywords are influencing their target audience.
Tognetti’s hope is to help agencies avoid the difficulties of faulty
keyword call tracking; plus, by offering full marketing service
packages, not only do has clients get working call tracking projects;
they in fact could get a fully optimized campaign featuring keywords,
PPC ads, tracking – and even more features, as we’ll continue to discuss
in upcoming blog posts.