The PPC feedback loop: a vital tool for your marketing strategy

Most marketers will already be using PPC feedback loops to some extent. An effective PPC feedback loop is a sure way to get visibility on the elements of your campaigns that are either working hard or hardly working at all.

They’re invaluable as part of your PPC strategy because the data you glean from them highlights exactly which activities are worth pumping your budget into.On the flip side, it also helps you identify the ones that aren't generating the conversions you want them to. Ultimately, with the insights you collect, you'll be able to optimise your campaign performance and achieve much better returns.

Measuring the whole customer journey

The challenge comes when you're only measuring and optimising your prospective customers' digital journey. Sure, marketers can tell what happens when someone clicks their PPC ad, but how can you tell if that person made a purchase, left your website, or came back later? What if someone visits your site and then picks up the phone to make an enquiry, confirm a booking, or place an order?

Without these insights, you’ll have no way of knowing which PPC activity resulted in that call. The phone call is a key offline channel that often gets missed in analytics. Yet calls hold a real treasure trove of customer intel that help make your PPC campaigns work much harder.

Using Call tracking adds another layer of intel into the customer journey and helps you close the loop on your advertising spend. If you receive calls to make bookings, enquiries, or sales over the phone, implementing an automated PPC feedback loop will take your campaign performance to the next level. This is because you’ll have visibility on the PPC activities that are really driving customers from click, to call, to conversion. Keen to find out more? Check out Infinity's Smart Match tool for everything you need to know about using call conversion data to drive better results from your PPC campaigns: 

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Blue Bay Travel achieved a massive 174% year-on-year uplift in PPC bookings

With Infinity's call tracking solution, Blue Bay Travel, who complete 80% of their bookings over the phone, were able to send their PPC campaign performance through the roof. The call data Blue Bay Travel gathered has empowered them to make smarter, more informed decisions, and dramatically improve their PPC performance. 

We're talking things like:

• 174% year-on-year uplift in PPC bookings

• 32% cost-per-booking reduction

• 62.5% increase in conversion rate of visits to calls

• Cost-per-bookings savings alone delivered a 4x ROI on Infinity investment

“Injecting goal events from phone calls was an absolute game-changer for our digital strategy, allowing us to make intelligent, data-driven decisions for paid search. Infinity's API made this a simple process, rapidly delivering real, measurable results.”

Tom Malbon | Marketing Intelligence Manager, Blue Bay Travel

From Blue Bay Travel’s results alone, it’s evident the amount of untapped information in those calls is huge. But what if you could go a step further and get a deep understanding of what happens on customer calls to further improve the customer experience and call outcomes?

The PPC feedback loop

Some of our clients are automating their PPC feedback loop process by linking Infinity to their bidding platform and CRM system. Here's a diagram that shows you how that works: 

A PPC feedback loop fueled by call conversion data is a PPC feedback loop that's going to work harder for you. By feeding your bidding tools this extra layer of call data, you'll be providing the intel needed to get your ads in front of more customers who fit the profile of the ones who've previously converted. 

As a result, you're delivering better-targeted ads, you'll get more prospects in the pipeline, and you'll get more bang for your buck. Not to mention, your CFO will be grinning ear to ear when he sees your marketing activities bringing in a steady stream of new business. What's not to like?