There are a lot of people who are used to making purchases or orders using their phones. Believe it or not, phone calls are still one of the essential business components for many industries. For many business organizations, calls are the main type of leads and they are usually worth multiple times more than those that came to you by filling in a kind of form. Yet another trend for industries that rely on phone leads is that most of them use paid search ads to drive traffic to their websites, and these are the ones that lead to people making calls.
However, there is a big issue with calls that come from paid searches; they are usually untracked and this greatly reduces the effectiveness of a PPC campaign, especially in regards to conversions and leads. Without valuable call tracking data, professional marketers get stranded in the dark when talking about which ads, landing pages, and keywords are responsible for driving these calls.
This makes businesses unable to make the right decisions in their future PPC strategies. Without proper call tracking methods, advertises and businesses alike