Tracking Phone Calls for Better AdWords ROI
One way to get accurate data is by using unique phone numbers for each ad group, keyword, campaign or entire account. If you choose to take this route, you’ll have to decide whether to use static or dynamic numbers. Static numbers take less work, but you will have to hard code the numbers to be specific to a page. This means that you have to be aware of the different ways people can navigate to that page. If there are multiple ways to access the page from other sites then you will not get the most accurate tracking about which sources led to certain phone calls.
Your next option is very similar to the aforementioned except you use unique phone extensions instead of entire unique phone numbers. Be aware that the static and dynamic rules are still applicable, along with additional guidelines. Make sure that your service allows you to use multiple extensions before selecting this method. If this is doable, then this option can prove to be less expensive, and just as efficient as using entirely unique numbers. Do take note that some customers may be deterred by having to enter extensions after making the initial call.
You can avoid some of the costs of buying multiple phone lines and using Code Identifiers instead. This method relies on having a trained person or automated service at a calling center that directs calls based on fixed codes that appear underneath the main number on a website. This method can save money, but human error can affect the overall accuracy of tracking.
If you find that your PPC campaigns are already generating a significant amount of phone calls, then you may want to consider utilizing Confidence Factors. Confidence Factors refer to tracking the clicks and certain parameters (such as time stamping). Using these factors you can measure the likelihood of each keyword instigating a call. If you have thousands of keywords and only one phone number this is a good method. Over time, you may even be able to distinguish where keywords have more success geographically, or by other demographics. In order for this method to work, you need to already be trafficking a high level of phone activity, otherwise significant data loss will occur.