tools

Have you recently calculated the marketing or advertising cost of generating an incoming telephone lead or purchase? If so, were you surprised? This post explains tracking phone numbers and recording of incoming calls. The three main benefits of call tracking are: 1-to determine the source of business, 2- to monitor lead quality, and 3- to gauge your team’s effectiveness of handling the call. We find these tools particular useful for two categories of businesses: a- appointment based businesses; and b- businesses that have phone representatives answering incoming calls.

In our experience with search engine advertising, one of its unique aspects is that, in addition to directly generating online sales or leads, its robust settings provide an excellent tool for business research and planning. In the creation and management of search engine ads, the campaigns, ad groups, and more granular settings gather a great deal of useful data. This is particularly true for Google AdWords. When specifically set up for testing, the potential is a marketer’s dream. For example, we control the following primary variables: