How to use call conversion data to boost PPC performance

Ever considered using call conversion data to ramp up your PPC performance? Well, if you haven’t, you could very well be missing a big trick! We spoke with the guys at Hewitt Matthews, a leading digital marketing agency, about all things PPC performance and packaged it all up for you in this blog, and there’s even a bonus on-demand webinar.

So, if you want to get your hands on key insights into how to significantly enhance your paid advertising strategies, read on! Or you can check out the full recording of the webinar here ⏬

Why call tracking data is so important

If you’re a marketing leader in a call-centric business, paying attention to your call data is a must if you want to give PPC performance a big boost. Often, call tracking is overlooked and data is lost when the customer goes offline and picks up the phone. Call tracking software for marketers makes that a problem of the past by mapping the entire end-to-end customer journey.

Harnessing all this rich data will be a complete game-changer for marketers. You’ll get granular insights into the marketing activities driving the results that matter most i.e., new leads in your pipeline. And when we say granular, we mean you’ll get a comprehensive view of the campaigns, channels, and even the keywords that get customers to pick up the phone. By tracking calls, you’ll also benefit from things like:

• Enhanced attribution: Accurately track which marketing activities drive phone calls to claim the credit you deserve for the pipeline you generate.
• Improved lead qualification: Quickly and easily identify where your highest-quality leads come from so you can double down on the activities that drive the most ROI.
• Better campaign optimization: Drastically refine marketing campaigns by getting granular insights into your highest converting campaigns, right down to the keyword level.
• Deeper customer insights: Build a solid first-party data strategy that will help you create more meaningful, hyper-personalized, and targeted campaigns. Think things like customer demographics and online behavior, as well as end-to-end visibility over the entire customer journey.
• Boosted conversion rates: When you know which calls convert to sales, it’s far easier to tailor strategies and focus resource on driving more of those positive business outcomes.

And the beauty is, this is just the start. You can take it a step further with in-call monitoring to properly get to grips with customer intent and engagement, as well as call outcomes. Plus, things like AI-powered call summaries mean it’s super quick and easy to get eyes on this insight-rich data.

The rise of AI bidding strategies in Google Ads

Google’s machine learning and AI capabilities are constantly evolving. That means your paid search campaign strategies must also evolve if you want to stay ahead of the competition.

We’ve seen some marketers reverting back to Manual CPC for greater control. But success stories are rare and often come with significant time and resource investments which time-poor marketers often don’t have. In most cases, Smart Bidding strategies have proven much more effective. In fact, studies indicate that switching from Manual to Smart bidding can lead to a staggering 143% increase in conversions. This is because Machine Learning algorithms are capable of drastically refining bidding tactics when they’re fed a comprehensive dataset.

The value of call conversion data in AI bidding strategies

Remember, the results you get from AI-powered bidding tools will only be as good as the data you feed it. If the conversion tracking data is subpar, the performance will follow the same trajectory. As such, it’s key for marketers to feed them high-quality conversion data – especially from offline channels like phone calls.

Call tracking solutions will give you access to the comprehensive dataset you need, which is the ideal scenario if you want to capitalise on AI-powered bidding tools. When you import call conversion data and integrate it as an audience signal in Performance Max, you’ll see massive improvements. Important to note that calls themselves signal high intent and are 10-15 times more likely to convert than web leads.

So, when you include call conversions and the revenue they’ve generated, algorithms will be better placed to retrospectively look back and consider all the signals that led to that positive outcome to find more of them. Ultimately, this means you’ll give your overall PPC performance a massive boost and you’ll get much more bang for your buck.

Now, we know marketers need to claw back as much time as possible. So, what if we said you can automate this whole process? Infinity's AI-powered tools enable you to analyze call outcomes – at scale – to distinguish positive and negative interactions. And, thanks to our powerful Google Ads integration, you can automatically inject call data insights into your Ads Account.

Powering PPC performance with call conversion data

If you’re a marketing leader looking to harness the potential of call conversion data to power your PPC performance, check out the on-demand version of our webinar. In it, you’ll get a ton of actionable tips on how to get the most from your budget and get more high-intent leads in your pipeline. What’s not to like? Or get in touch with the team at Hewitt Matthews for a PPC audit.