Post by account_disabled on Jan 24, 2024 11:24:28 GMT 8
During quarantine, many companies were forced to cut budgets. Those of them who use call tracking clearly understand how to redistribute funds and get the maximum return from advertising. Our partner, Internet marketer Ilya Sandyrev, spoke about this example . Client: Company that sells rolled metal products Region: Kharkov Period: from 2016 to today Background When the project went into production, Ilya conducted an audit of campaigns for the client. Initially, they were set up by the customer himself, having completed a course from Business Youth. The audit revealed that the budget was being spent ineffectively, and advertising was bringing in the wrong audience.
The Fax Lists problem was this: there were no negative words in the account at all; the keys were used widely; More than 50% of Google Ads searches were untargeted. Ilya cleaned up the semantics, compiled a list of negative keywords and rebuilt the account structure. This is how we managed to optimize the costs of contextual advertising. But after that, a new task appeared - to increase the number of leads with the same budget. At the same time, the Internet marketer knew that most buyers contact his client by phone. And many important questions remained open: how to distribute the advertising budget to optimize the cost per lead; How to find out how much a call costs: how to find out the average number of phone calls per day.
Everything was complicated by the fact that the client was using an analog PBX. The website listed three city numbers, calls to which were distributed among employees, and three mobile phone numbers for managers. Because of this, neither the customer nor the advertising contractor knew: how many calls does the business receive per month? which employee handles the most calls; where to call back if the client didn’t get through. In order to somehow track the effectiveness of the context, two tracking goals were configured. Filling out the feedback form and ordering a call back using the EnvyBox service plugin. A month before installing Ringostat, five users filled out the feedback form and four more ordered a call back through the widget.
The Fax Lists problem was this: there were no negative words in the account at all; the keys were used widely; More than 50% of Google Ads searches were untargeted. Ilya cleaned up the semantics, compiled a list of negative keywords and rebuilt the account structure. This is how we managed to optimize the costs of contextual advertising. But after that, a new task appeared - to increase the number of leads with the same budget. At the same time, the Internet marketer knew that most buyers contact his client by phone. And many important questions remained open: how to distribute the advertising budget to optimize the cost per lead; How to find out how much a call costs: how to find out the average number of phone calls per day.
Everything was complicated by the fact that the client was using an analog PBX. The website listed three city numbers, calls to which were distributed among employees, and three mobile phone numbers for managers. Because of this, neither the customer nor the advertising contractor knew: how many calls does the business receive per month? which employee handles the most calls; where to call back if the client didn’t get through. In order to somehow track the effectiveness of the context, two tracking goals were configured. Filling out the feedback form and ordering a call back using the EnvyBox service plugin. A month before installing Ringostat, five users filled out the feedback form and four more ordered a call back through the widget.