PPC is one of the most popular forms of online marketing. But now you have another marketing tool at your disposal related to PPC ads, and it could prove to be very useful for your insurance company: call tracking.
How call tracking works
The basic formula for PPC ads is that you create an ad, which someone then clicks on and visits your website. You can then find out which ads are generating the most traffic and optimise your site accordingly.
However, if one of these visitors calls you to find out about your service or to receive a quote, you will not know whether they have arrived on your site from an ad or not.
Now Google has announced a tool called website call conversions. This not only tracks the success of ads in getting people to visit your website, but also which ads generate phone calls.
This could prove ideal for insurance companies because you often have a higher chance of making a conversion when someone calls for a quote.
How it works
The system for tracking phone calls online is surprisingly simple. Google simply inserts a forwarding number on your website, and this tracks who makes a call after visiting your site via a specific ad.
This means that you can find out which specific ad generated the phone call, and you can then use this to optimise your PPC campaign accordingly.
Ideal for insurance companies
Insurance companies operate in a competitive environment online, and effective marketing often makes the difference between success and failure. For insurance-specific marketing tips, you can check the latest ideas at a site like Insurance Marketing.
Call tracking should be seen as a useful new tool that you should make use of to maximise your return on investment. You may rely entirely on phone calls from potential customers, or you may use telephone quotes alongside online quotes, but as long as you have some form of phone quote system in place, you can make use of this new tool.
It may not generate more calls on its own, but it will provide you with valuable insight into which keywords are generating the best response. This can help you optimise your PPC campaigns to target the keywords that bring in better buyers.
Use all the tools at your disposal
Conversions and leads matter to insurance companies and brokers, so you should be making sure you use all the tools that are available to you. If you have been using PPC ads for a while with moderate success, try out call tracking to find out which ads are generating the most calls for you, and then optimise your campaign based on your findings to generate even more calls.
Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.