Jo and Nick before the presentation
Jo Bradbury, Sector Paid Search Manager for TUI Travel, joined Nick Crump for a seminar session yesterday at Travel Technology Europe 2012.
Titled “When Every Penny Counts! How call tracking has benefited TUI Travel PLC,” the session provided a great insight into the AdInsight reports and features that TUI find particularly useful when deciding where best to spend their marketing budget.
Thanks for all of your help Jo!
It’s all happening in London in February with two exciting exhibitions taking place at Earls Court 2. Come along to see the AdInsight team and learn a bit more about our product.
We’re exhibiting at Travel Technology Europe from the 7th-8th February 2012 (stand C1 next to the Travolution Seminar Theatre) where we’ll also be running a seminar session with Jo Bradbury from TUI Travel PLC. Register free online today.
Jo Bradbury, Sector Paid Search Manager at TUI Travel PLC, joins Nick Crump from AdInsight to reveal some thought-provoking facts and figures about call tracking technology.
TUI Travel’s Specialist and Activity Sector has more than a hundred holiday and travel brands, many of which offer luxury, specialist or complex itineraries that will prompt our customers to pick up the telephone for expert advice before making the final commitment,” explains Jo Bradbury.
“The ability to track calls has become an invaluable tool when deciding where to spend marketing budgets in order to get the best return on investment, especially during times of austerity when every penny counts.” This session demonstrates the wide range of data that can be gathered from call tracking analytics, and the value of applying a similar approach within your own business.
If you can’t make it on the 7th or 8th, we’ll also be exhibiting at TFM&A on the 28th-29th February 2012. Our stand is E46, just across from Econsultancy and straight down from the popular keynote theatre. Register online for free and come and see us there.
Click on each article to see them in full size on each website, respectively.
Retail businesses in the UK will know the magnitude of the Christmas shopping period, but many are missing out on crucial details about how shoppers actually converted online or offline.
Take a leather sofa for example; this type of purchase may require an amount of visits to a website and an enquiry by phone before it is actually ordered by a person. In order to connect the dots between the visits to the website, the telephone call and the purchase, call tracking services can be used to great effect. This is of particular value to those more expensive items, whether sofas or otherwise.
There are many sectors that might see a lift in phone calls during the Christmas period, and this doesn’t just apply to retail products. One example might be for the services of a plumber. It is true that many people often travel to see family during the festive season, and if they go during a cold snap and return home to find a burst pipe they might call out for a plumber. To find a phone number, they might access the company’s website after searching for “burst pipe plumber in Inverness” on Google.
Both of these examples demonstrate the importance for these companies to understand where these customers had come from on their buying journey in order to strategize their future marketing spend to reach those who are seeking their products or services. Call tracking systems are designed for this purpose. Advanced call tracking, and visitor level call tracking in particular, goes further than keyword level in order for you to learn more about the visitor’s history before they actually converted.
The Christmas period makes it even more imperative to track these phone calls as it is likely that as a retail business or seasonal service you will be using a high sum of your marketing budget. There are many different media that you may use to promote yourselves during this period: SEO, PPC, online display, TV, radio, print, etc. Being able to easily track your return on investment for each type of ad spend is invaluable, which is why call tracking is so valuable.
A good call tracking solution will be able to automatically create campaigns when it sees traffic coming from different online sources, and it should also allow you to use the system offline by creating unique single numbers for offline advertising. This means that you would be able to allocate a different number for your TV ads, another for print ads, etc. If you wanted to, you could even go further than this and use a unique number for each publication if you want to find out which is the most effective for your company.
The announcement of “bid for calls”, a pay per call (PPCall) offering from Google, demonstrates that the search giant is now becoming wise to just how important phone calls are to businesses in the UK and worldwide. In association with Call Metrics, it is apparent that Google is trying hard to increase their presence in the online to offline conversion space.
With Google’s bid for calls, advertisers will bid for phone calls in addition to bidding for clicks. This will only affect Google searches on computers and tablets, as mobile devices handle phone numbers differently in a “click to call” method. Bidding for phone calls could lead to a new ranking factor for Google AdWords; “call-through rate” could be born out of this depending on the amount of bids and how many calls are received.
Despite this, Google’s Surojit Chatterjee has expressed that those advertisers who don’t participate in bid for calls won’t be disadvantaged when it comes to their PPC rankings. This is good news for companies seeking a more holistic overview of calls originating from online advertising, not just PPC.
AdInsight Clarity does just that. You can quickly identify your best performing online campaigns and the areas of spend that are less productive. In our Call Volume report, you might find that more of your calls come from Google Organic search instead of Google PPC; if you don’t track all of your online advertising, it would be hard to make this discovery.
Our Call Log is able to provide you with individual call records of every call, including campaign and traffic source information, what search they used and whether the call resulted in a lead or a sale. Our keyword report allows you to find out which keywords generate phone calls to your business; we report on every keyword including long tail and misspellings.
There is a lot of value in having a full call tracking solution such as AdInsight. With our own call tracking software, you can:
Further information about AdInsight can be found at http://www.adinsight.com/.
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