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!

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.

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.

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:

• Understand how your visitors interact with your website before, during and after picking up the phone
• Accurately determine which of your online visitors subsequently call you
• How your visitors found you in the first place and via which keywords.

Further information about AdInsight can be found at http://www.adinsight.com/.

In fact, you can now also read testimonials and case studies on our website, as well as checking out some of our clients.

If you didn’t manage to make it to ad:tech, fear not; we will have our beautiful stand at the next big event, TFM&A, in February.

Check out some of our pictures from the show below… If you want to see more, visit AdInsight’s Facebook page.

Stephen on the AdInsight stand

Director, Ross Fobian with Chairman, Stephen Taylor

If you want to come and meet some of the AdInsight team face-to-face, why not register for ad:tech London and come by our stand? We’ll be at stand 242.

Ad:tech is taking place in the National Hall at the Olympia, London on September 21st and 22nd. We’ll be there both days to answer any questions you might have about our call tracking software.

What is ad:tech?

This September marks the seventh year of ad:tech London, the industry event for those wishing to utilise the full potential of digital; it remains one of the most influential exhibitions with over 170 specialists. In fact, ad:tech is made up of three elements: the free to attend exhibition, free to attend seminar programmes, and a strategic conference for digital innovators and marketers.

Why should you attend?

There are plenty of reasons to head down to ad:tech London this year. As we all know, technology moves quickly, and the language used can sometimes sound more like jargon when you aren’t a developer yourself. Experts at ad:tech can talk to you, helping you to understand by answering any questions you may have. If you want to stay ahead of the latest advertising and marketing trends, ad:tech is the event for you.

You can register online today at http://www.ad-techlondon.co.uk/

You might have already spotted our news on our @AdInsight27 Twitter feed today, but we’re still going to give you an update just in case you haven’t!

We’ve had a press releases go live today about our call tracking service regarding a very exciting appointment…

Click on the snippet for the full press release.

Stephen brings an enormous amount of industry experience to AdInsight at a time when the company is growing very quickly and positioning itself as a market leader in the call tracking space.