The Importance of Advanced Call Tracking for Car Dealership Advertising Campaigns
A phone call is arguably the most important trackable metric that you can use in your digital advertising campaigns. Do you know how many calls you're getting from your Facebook Ads, Google Ads, mailers, billboards, and other sources? If you're like most of our clients, probably not. In this article, we'll cover why you should focus more on your calls using intelligent call-tracking software such as Callrail.
Analytics & Attribution
Using call-tracking software enables you to gain valuable insights about the effectiveness of your marketing channels. In Callrail, you can create different numbers for each advertising channels which forward to your main-line. This allows you to see exactly how many calls are coming from each source. If you're currently using the same phone number for every marketing channel, you're missing out on these insights.
For example, here's a screenshot of results from one of our clients using call tracking. As you can see, this tells us that Google Ads produce a much higher amount of phone calls than any other channel, including Facebook.
Below is a screenshot from a different client, showing attribution for specific days and times. This report can be extremely valuable, allowing us to place bid adjustments for customers calling on Mondays and Fridays.
In addition, using this software enables us to see which keywords generated the best phone calls. The search terms are on the far right column.
This data is invaluable for our agency, and it helps us and our clients have more efficient digital strategies across the board.
Besides the fact that using call tracking software enables you to have a better view of what campaigns are generating the most calls, it also allows you to see which keywords are generating sales, and which ones are generating bad leads. It also allows you to see, in real-time, the effectiveness of your BDC Agents. Some of our clients have discovered gremlins in their BDC process such as:
- Long hold times
- Rude BDC agents
- Lack of effort in trying to set appointments
Callrail gives you the ability to tag calls as good leads, bad leads, and more. Additionally, you can even add a call's value in the Callrail dashboard. This allows you to go back in time and attribute real revenue to specific calls, providing you with further intelligence regarding which calls and keywords are actually making you money.
If call attribution and analytics tells you the “what”, call intelligence tells you the “why”. Together, these features make call tracking an effective tool for businesses to not only make smarter marketing decisions, but also make better decisions with customer support, business development, service offerings, and more. As a Callrail Agency Partner, we're equipped to configure this tracking for your dealership. Schedule a demo today!