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Using Call Tracking to Build Upon Pay Per Click Performance

Tracking at the keyword level for Pay Per Click is an accurate method of optimizing a given Pay Per Click campaign to realize its maximum potential, or to identify a flawed or counter-productive use of a keyword in a company's Pay Per Click campaign. This allows a company to make informed decisions as to the success of each advertising campaign; essentially to to ensure that the Pay Per Click advertising is functioning in a cost-effective and viable way.

Discerning which keywords are generating conversions is a difficult process.Through call tracking and keyword tracking, the guess-work here is eliminated. The customer calls a unique number given to an individual Pay Per Click listing, showing that a lead or a sale has been generated by the customer having made a keyword search bringing up that listing. It is therefore evident how much revenue is being generated by the calls received from the Pay Per Click listing. At the same time, keywords failing to generate calls can be quickly identified and modified to the betterment of the marketing campaign.

A properly functioning Pay Per Click campaign can be a valuable boost to a company's SEO profile, for example in companies trading in seasonal goods where time is a factor in constructing a high organic listings rank. One can therefore feel justified in making the investment in one's Pay Per Click advertising, having the information of its progress immediately to hand, as the call tracking and recording tools remove the risk element of spending advertising budget on listings whose productivity has hitherto been impossible to properly analyse.

Through the analysis of call tracking data, a diagnostic approach can be taken to the success of the Pay Per Click listing. A Pay Per Click listing becomes increasingly more expensive as the keywords required become less specific (for example 'car', or 'flights'). It is important to know that the money being spent on a Pay Per Click campaign is justified, in both small businesses and those drawing more water. Tracking at the keyword level therefore allows a company to identify and communicate the varying success of a Pay Per Click campaign and to realize further steps to locating a more encompassing keyword in the customers' search query.

The benefit of this data to an offline sale or lead is, of course, that the call can be related back to the original keyword, exposing various data greatly conducive to gaining a greater understanding of how a customer approaches one's company. A general trend should form for each Pay Per Click listing, showing it to be profitable or not.

Ultimately, the benefits of call tracking for Pay Per Click listing lies in the confidence that a company can have in its investment into a Pay Per Click campaign. As the calls can be traced to the sales made therein, one instantly has a definitive working knowledge of which Pay Per Click ads are reaching their potential and which are not – one's ad campaign may be generating, in terms of calls, £10,000 worth of sales, but without call tracking, it is not possible to confirm whether each ad is contributing to this figure, or whether or not there needs to be further Pay Per Click optimization conducted to rectify ads generating insufficient calls or sales. Call tracking is the technology granting actual evidence of the return on a company's Pay Per Click investment.

Models - Heidi Mount + Anais Pouliot - Spring 2011 Milan | FashionTV - FTV