Making waves with return on add spend (ROAS) by leveraging call data
Success story
Since implementing Infinity Tracking Enterprise Edition, Cruise Deals can measure the actual keywords that generate phone calls. By integrating this data into Adobe Adlens they have been able to optimise the activity on the Cruise Deals website.
Historically, they would spend the budget on big supplier and generic terms, but they quickly saw this approach wasn’t returning anything in terms of telephone calls. They were suddenly able to see and understand exactly how they were spending their money and were able to put a return on their advertising spend based on actual data. It drove a big change across their business and how they managed their PPC accounts.
The solution provided them a complete view of their customer journey along with essential actionable data, which in turn helped them to build efficiencies in their campaign.
The challenge
TUI has a large online marketing budget and for their Cruise Deals website. They specifically wanted to be able achieve the following:
Phase 1
- Track performance data – see where traffic to the site is coming from.
- Measure and understand how their PPC budget is being spent. Be able to measure the Return on Advertising Spend (ROAS) on this activity.
- Optimize their PPC budget on keywords that actually generate calls.
- Understand whether the last click attribution model being used represented how a customer interacted with their site.
After consulting with Infinity, TUI also realised they needed to move onto Phase 2, to turn insight into actions:
Phase 2
- Apply the relevant attribution model to the entire customer journey, not just the last click.
- Integrate the call data into Adobe Adlens, their bid management platform, to gain a holistic overview of every single visitor to their site.
The approach
Phase 1
After installing a simple piece of JavaScript on the Cruise Deals website, Infinity was able to track every visitor and every interaction on the website. The visitor to the site is also assigned a unique tracking telephone number. By using this code and the dynamic phone number, the visitor’s journey can be tracked: recording the network, channel, keyword, location of the visitor, time and date, page views and length of time they visited the site. Infinity also tracks the visitors click path and any online goals they achieve, including click to email or completing a form.
Results
By tracking the calls right down to the keyword level and linking back to which keyword generated the call, TUI Mainstream were able to measure and optimise their PPC accounts.
They were able to track their customer’s journey, enabling them to understand how a customer interacted on the Cruise Deals site. They discovered that on a last click measurement they could see that the keyword ‘cruises’ wasn’t driving many calls from the website. By using Infinity Tracking they could look back through the customer journey and carry out a step by step analysis. Looking at a first click measurement they could see that the word ‘cruises’ was actually the most important word as it got visitors to the site in the first instance and therefore the keyword most responsible for a converting goal.
Phase 2
Once TUI could see how each keyword was performing and how easy the Infinity Portal was to use, they decided to upgrade to the Infinity Tracking Enterprise Edition. From the insight they had gained from Phase 1, they could then apply the first click attribution model. Using Infinity’s full analytics platform the customer touch points could be viewed and measured.
By integrating with Adobe Adlens, TUI Mainstream’s bid management platform a goal can be tied back to the exact keyword that generated that click, allowing TUI to optimise their bid management platform and gain a holistic overview of every customer touch point.
Because Infinity is a complete cloud based analytics solution, its advanced tracking capabilities allow the customer journey to be fully tracked from initial search keyword through to pages viewed and phone calls. This additional level of tracking means that first click and last click weighting can be viewed and a true picture of how each keyword is performing can be analysed. TUI were then able to look at their attribution model and use that data to optimise their PPC account, creating a return on adverting spend.
The proof
Since implementing Infinity Tracking and Integrating with Adobe Adlens, TUI Mainstream have been able to optimise the activity on the Cruise Deals website. Historically, they would spend the budget on big supplier and generic terms, but they quickly saw this approach wasn’t returning anything in terms of telephone calls. They were suddenly able to see and understand exactly how they were spending their money and were able to put a return on their advertising spend based on actual data. It drove a big change across their business and how they managed their PPC accounts.
By upgrading to the Enterprise Edition of Infinity Tracking and integrating with Adobe Adlens, TUI was able to analyse the whole customer journey.
Working with Infinity Tracking and using the Infinity Portal, TUI Mainstream now have in depth insight into their customer’s journey on an easy to use dashboard with reports at their fingertips. They have made changes to their bidding strategy, optimised their PPC accounts and saved budget on their PPC spend.
What the client says
"Working with Infinity has led to big changes on how we spend our budget. It has allowed us to really understand how we are spending our money and put a return on our advertising spend.
The Infinity Tracking interface and dashboard is the most intuitive I have ever seen, it has a really nice layout and is very visual, it makes it very easy to pull out stats and using the reporting tools we can decipher and present our activity simply and quickly.
Upgrading to the Enterprise Edition just seemed like the next step for us to take, it was a no brainer! The on-boarding process was so simple; it felt like there was really nothing for me to do it was that easy! Integrating in with Adobe Adlens was seamless, and has been so reliable. Using the Enterprise features has allowed us to look back through the customer’s journey and evaluate that journey step by step - it’s a really great feature."
Chris Fensome | Paid Search Manager, TUI Mainstream
