Pay Per Click (PPC) campaigns are an important part of your marketing activity, especially if you generate a lot of your business via telephone leads.

It offers <a href="https://www.distilled.net/blog/ppc/ppc-as-a-part-of-online-marketing-strategy/">quicker results</a> than most other forms of advertising, and can bring in a reliable stream of business while you’re concentrating on your other marketing efforts. The success of your PPC campaigns can also offer you insights that you can then use to inform the rest of your marketing activity, generating greater success across the board.

According to <a href="http://unbounce.com/ppc/is-ppc-still-relevant-in-age-of-inbound-marketing/">Brad Geddes</a>, founder of internet marketing education company Certified Knowledge,
<blockquote><strong>“There is no channel other than PPC that can give you reach, scale, control and consistent results day-over-day like paid search. It can be a very predictable channel to supplement the highs and lows that are often associated with content marketing.”</strong></blockquote>
However, in order to get the most out of your PPC advertising, it’s vital that you have access to certain data that can allow you to track the performance of your campaigns so you can adjust them to gain the maximum benefits for your business. Here we take a look at the six metrics you can’t afford to be without.

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<h5>Keywords that are Driving Inbound Calls</h5>
With online conversions, it’s fairly easy to measure which keywords are driving them by using form submissions; but what about the conversions made through phone calls? If your company generates a lot of business by telephone, it’s vital that you know which keywords searches are leading people to call you. Otherwise you can end up reducing the effectiveness of your PPC campaigns by eliminating keywords that are actually generating a lot of offline conversions.

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<h5>Calls made from Ads Versus Landing Pages</h5>
This information offers you insights into the performance of your marketing activities. Are customers clicking through on your ads or are more being brought to you via your landing pages? This knowledge will allow you to adjust your marketing activities in order to target them more effectively.

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<h5>Geographical Location</h5>
By establishing which geographical area most of your leads are coming from, you can target your advertising more specifically, including setting <a href="https://support.google.com/adwords/answer/2732132?hl=en-GB">bid modifiers</a>. These allow you to show your ads more or less frequently based on where people are searching from, saving you from wasting money on advertising in an area that is generating no leads.

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<h5>Quality/ Length of the Call</h5>
Typically, the longer the call the higher the quality of the lead, however this necessarily this isn’t true. Just recording the length of a call isn’t good enough, you need to drill down, listen to the call and determine the quality for yourself. To do this, you need to invest in call recording. This process will allow you to filter out auto generated robot calls and telemarketers, who aren’t considered as “leads”.

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<h5>Percentage of Mobile Versus Desktop Users</h5>
<strong>Mobile devices now account for 53 percent of paid search clicks</strong>; however, this is likely to vary from business to business. Understanding the type of device most people are using to search for your company allows you to adapt to that type of technology, making your website more attractive to your customers.

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<h5>Performance of PPC Landing Pages</h5>
The majority of landing pages offer two options: a form to fill out or a telephone number. Form fills allow you to gauge the success of a landing page when it comes to online conversions; however, in order to calculate how many telephone conversions a landing page has created you need to be using Call Tracking.

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<h4>How can you Measure these Metrics?</h4>
Ruler Analytics offers a complete solution which offers you easy access to all the metrics you need when it comes to determining the success of your PPC campaigns. Amongst its many features it offers:
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 	<li>Keyword Level Call Tracking, which enables you to see which keywords have been used in organic searches, or exactly which ad, landing page or pages of your website led the visitor to make their phone call.</li>
</ul>
<ul>
 	<li>Dynamic Number Insertion, allowing you to generate a unique phone number for each visitor to your site. Depending on the nature of your business, this can be a local, premium rate or toll free number, whichever is likely to attract the most customers based on geographic location.</li>
</ul>
<ul>
 	<li>Call Recording, allowing you to determine the length of calls and gain vital insights into what your customers want from you by listening back to them.</li>
</ul>
To learn more about these features and the many other benefits Ruler Analytics can offer your business, please get in touch; and for regular news, updates and plenty of helpful insights, don’t forget to follow Ruler Analytics on Facebook, Twitter and LinkedIn.

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