The middle part of the channel refers to funds directed to leads that are already committed to the brand to some degree. The goal is to educate and entertain while attracting prospects and building a purpose for change.
Examples of funnel middle campaigns include:
- Email Marketing
- Content marketing
- Online courses
The lower part of the funnel refers to funds that persuade you to take the final step and make a purchase. This content is designed to inspire confidence in the buyer, highlight the brand’s superiority over competitors, and complete the deal.
Examples of channels and methods at the bottom of the funnel may include:
- Customer Relationship Management (CRM)
- Case studies
- User communities
If these are low-traffic pages and you need fast results, you can test your existing audience. Or, alternatively, you can start building an audience for the pages with the most traffic while you wait for another audience to develop.
Create redial-only ads
Rerouting call-only ads displays ads to potential customers who have called your customer’s business, as opposed to potential customers who have visited the website but were not in contact with a representative.
This niche has already been in direct contact with the company, which is more likely to change.
Here are some tips to increase your success with call-only targeting:
- Group your audience based on keywords and search terms, geographic location, and callers compared to website visitors. You want to tailor your strategy to the audience you’re targeting.
- Set goals and KPIs for a successful campaign. Most agencies typically focus on two main goals: brand awareness and conversion.
- Test the effectiveness of your campaigns once they have been implemented. Tools such as A / B testing, call tracking, and other analytics can show how your customer’s potential is interacting with your business in response to a refocused campaign.
- Evaluate the results and refine your strategy. If you have gathered relevant, useful information, it should help create a clear picture of what works well and what could be improved. Please go back and re-evaluate the ads yourself if they don’t meet your expectations. Is the copy tailored to the right segmented audience? Could the language be updated for greater impact?
Schedule ads and adjust bids to match your client’s business hours
Make sure calls arrive when agents are available to answer, especially if re-targeting call-only ads is part of your strategy.
Speed is everything today.
Did you know? 82% customers considered the immediate response of companies to be “important” or “very important” in marketing or sales inquiries. This number rises to 90 percent on customer support issues.
Given the expectation of immediate service, it’s not a good first impression that the chances of reaching your customer outside of business hours and leaving voicemail messages and then having to wait for a response the next business day.
Ideally, you want customers to contact the company when the right person is able to answer the phone right away and talk to them.
Use call quality reports
Analysis and monitoring are important parts of the process.
Call quality reports (such as those from CallRail and other business intelligence tools) can provide valuable information about ad performance, how well a customer team responds to the prospects they reach, and what potential pain points need to be addressed.
Some KPIs that you should track as part of call quality score contain:
- Speed: How quickly was the call answered?
- Retention time: How long did customers wait on average?
- Stance: What was the general tendency of the representative when speaking to the manager?
- Resolution: Did the first call solve the problem or question (s)?
- Sound quality: How clear was the connection?
- Satisfaction: How does the customer rate their experience in a post-call customer satisfaction survey?
Quick Profit # 3: Bid Automation
This tool can significantly improve time management compared to manually balancing a client’s Google Ads budgets.
By incorporating bid automation into your PPC strategy, you save time and manpower without having to manually split your budget between keywords at different cost points, which is a long, tedious, and inaccurate method.
Instead, automation chooses a budget-optimized combination that sets you up to maximize your potential return.
However, it is important to remember that automating a process does not mean that it is one and the right step. You still need to monitor regularly for abnormalities.
Quick Profit # 4: Improved Reporting
Understandably, customers want to see the ROI of your campaign.
The best solution is to present the information in a clear, concise, visual report that can be easily interpreted and understood by the client.
By combining data points from social media, advertising platforms, CRM systems, and other analytical tools, you can paint a complete and easy-to-read picture of whether your goals and expectations are being met.
With this analytical data, you and your client can discuss the progress made. This is also a good time to reset your pain scores and strategize how to address them.
At this point, the final goals of your client’s PPC goals may also evolve based on the data collected so far.
All of this information is important in order to go back and refine the overall strategy.
How CallRail can help you manage your All-Star PPC strategy
For ten years, we have been helping small businesses and the agencies that serve them optimize their marketing costs and add valuable leads. Today, we serve more than 175,000 companies.
Our unique marketing platform provides business tools to market smarter, get more quality leads, centralize communications, and convert messages to customers.
We provide reporting tools built to sort, filter, and provide insights into calls, text, conversations, and form submissions so you can analyze and understand the performance of your PPC campaigns.
Examples of some CallRail reports that may be invaluable for fine-tuning PPC strategies include:
- Channel configuration to help you understand the performance of PPC campaigns compared to other channels.
- Date and time reports helps you schedule your ads and plan your budget.
- “One at a time” call logs helps you improve the quality of lead generation with high quality calls.
- Custom tagging reports to help you identify new keywords that potential customers will use when they talk to a representative on the phone.
CallRail fits seamlessly into current workflows; integrates with several major marketing and sales platforms, including HubSpot, Facebook, Salesforce, and Google Ads and Analytics; and scales according to the needs of each customer as they grow.
We are ready to help you manage PPC no matter what stage you are at.