From job security to great perks, here’s why there’s never been a better time to be a physical therapist.
You’re considering investing in a new partner relationship management (PRM) tool, but you have a few questions about how they work. What exactly is the difference between your legacy PRM system and a modern PRM tool like Allbound? Why should you bother making the change?
Today’s complex sales cycles demand more from channel technology as the workforce is becoming younger and more mobile, cloud-based subscription models are dominating, and buyers are using more sources of information than ever before.
Understanding the inherent differences between the two is extremely important when you’re deciding whether or not to invest in a new system. We’ll help break it down for you. First, let’s talk about legacy PRMs and how they usually work.
How Legacy PRMs Work
A legacy PRM is a traditional software system that businesses use to manage outside companies that resell their product. These systems typically include a partner portal, along with other tools that allow you to better manage sales leads and track inventory.
This isn’t always great for everyone involved, as the lack of technology in a traditional solution can easily make a company lose its competitive edge. Most businesses need a vendor that is dedicated to channel management and has the technology to support features for dedicated partner management.
These legacy systems also typically adopt a one-size-fits-all approach, which often has overlap with tools you’re already using. This can cause siloed information because of a lack of integration with your other tools. These siloed systems are disjointed, and they certainly challenge the efficiency of your partner program.
How Allbound Is Different
A new generation of API-based PRM tools like Allbound has the ability to deliver real, measurable results. These tools focus on user experience, partner engagement, collaboration, integration, personalization, and real-time intelligent data.
This generation of cloud-based tools takes the idea of the outdated partner portal and turns it on its head, facilitating communication and collaboration in your channel like never before. From personalized prospect pages to managing MDF funds, today’s PRMs offer many useful features that legacy systems lack. They use channel program data to gain critical insights into market trends and sales activities. Marketing automation integration allows you to better understand partner behavior and utilize learnings to deliver partner marketing at a personalized level.
These cloud-based tools also fit within your current technology stack, as opposed to traditional PRM systems that typically overlap with other systems, such as your CRM and collaboration tools. This type of single-layer, API-first platform allows you to streamline both your content and your technology, eliminating wasted investments and resolving processes that are inefficient.
What Are the Advantages of These Differentiators?
There are numerous advantages to these system differentiators. For example, they help establish a solid partner pipeline and increase your ability to forecast as well as provide targeted support to your partners at specific stages of the sales cycle.
These differences also help you build solid partner relationships with a seamless onboarding and sales enablement process. This type of system allows for consistent and optimized training as well as engaging marketing content that’s sure to turn your partners into brand ambassadors.
You can encourage partner engagement and loyalty with the right tool for partner onboarding and enablement, as this shows partners that you have a place and content dedicated to them and the customers they bring.
What does this mean for you and your channel partners? Greater revenue growth for everyone involved! Just ask BeyondTrust—in just one year with Allbound, its channel was up 100 percent year over year, and business through the channel had grown from 15 percent of the business to approximately 25 to 30 percent.
All in all, next-generation PRM tools are the solution to the complex, costly legacy PRM systems and partner portals of days past. When you switch to a modern, cloud-based PRM system like Allbound, you really can’t lose.
If you’re considering making the switch to a new PRM platform, check out the Ultimate PRM Guide to learn more about the new generation of PRM tools that will help transform your partner program and take your channel business to the next level.
Your typical pay-per-click marketer is a Jack- (or Jill-) of-all-trades, experts in efficiently managing budgets and serving hyper-relevant ads, but also adept at client management, data analytics and, of course, reporting. Without the ability to produce concise, meaningful PPC reports, all of our work is for naught. Going from PPC campaign creation to bid, to clicks (and sales!) can be exhilarating. In a perfect world, crafting PPC reports for your clients isn’t just another item on your to-do list — it’s a gratifying capstone to all of the good work you’ve done.
But what makes a good report? There’s no one-size-fits-all answer to this question, but there are guiding principles that can help make sure you’re producing effective reports, no matter what industry your client is in and no matter what their goals are.
Including KPIs in PPC reports for clients
The meat and potatoes of a good report is always going to be the core KPIs (Key Performance Indicators) that you’ve outlined with your client. This is why it’s important to discuss what KPIs the client wants to focus on before you’ve spent any money. No matter what industry, no matter what client, our focus should always be ROAS (Return On Ad Spend), but individual client goals will vary, so your reports will as well.
Jeanne Lobman at Search Influence in New Orleans mentioned this in a recent chat about PPC reporting. In a nutshell: It’s not about finding the biggest numbers to tout and trumpet, it’s about always keeping an eye toward the client’s goals.
“It may seem obvious, but the most important thing is to understand what matters to the client and how they define success,” Jeanne says. “PPC pros tend to compile reports with tons of data and metrics because these are the numbers we get excited about. But, if you can report on only the metrics that matter to the client, it will be easier to communicate how your campaigns are contributing to their success.”
Sometimes this will mean focusing on certain conversion types over others (calls vs. purchases vs. sign-ups), and other times it could mean devoting more time to impression share and click-through-rate (CTR).
Joe Khoei, CEO at Bay Area-based SalesX also knocked down vanity metrics: Don’t hunt for inflated numbers, because they’re probably not telling a true story. Instead, the best reporting not only shows the client how well your campaigns are performing but allows you to double down on your high-performing efforts.
“Think about taking the value of your work full circle by enabling your clients to report back the results of the leads you generate,” Joe advises. “Then track back those results to the originating search terms and let those guide your campaign management decisions.”
Monitor CPC and CTR, sure, but down-funnel KPIs are king
Just because you don’t think a particular metric should be the focus doesn’t mean you should exclude it from your reporting — it just means it’s up to you to convey the importance of the metric in comparison to where the client’s focus should be. So if the client is overly concerned with cost per click (CPC), be sure to report on and monitor CPC trends over time, but also take time to shift the client’s focus towards meaningful KPIs that provide real value.
Every report should focus on the core KPIs you’ve outlined with your client, as well as the goals you’re shooting for. That could include customer acquisition, sales or leads at a certain cost, or higher funnel metrics (like CTR, impression share, CPCs etc).
When those core KPIs take a dip, however, it’s important to look at correlative KPIs to understand why the metrics you’re trying to focus on have taken a dip and what you’re doing to move the needle in the opposite direction. Just because some of the core KPIs have taken a dip, doesn’t mean your campaigns are a complete failure and the client is going to drop you, it just means your reporting needs to accurately reflect the market, and why certain account shifts have taken place.
This tendency to focus on non-essential metrics goes both ways, of course. When KlientBoost CEO Johnathan Dane discussed PPC reporting with CallRail, he didn’t mince words: paid media folks — especially newer ones — may feel tempted to surface vanity metrics, like CTR and CPC.
Don’t do that.
“So many PPCers focus on the wrong things and try to avoid being accountable for helping their clients reach a stronger ROI,” Johnathan says. “Stop reporting on improved CTRs when you should be reporting on money being made instead.”
And when it comes to finding the right clients, Johnathan recommends doing some good vetting. Maybe start with Adam’s advice above — identify the right industries to prioritize. Then, go deeper.
“Ask questions that can sting, like about their profitability before taking them on as clients. Set much stronger and clearer expectations from day one, and keep digging for honesty from the client throughout the entire relationship. This will lead to fewer unpleasant surprises, allowing you to constantly be in tune and aligned with their goals.”
Clear and concise PPC reports (with visuals): Example of a PPC report
So you’ve outlined your goals with your client, and you know what conversions and which metrics you’re going to focus on. Now, how should you present that to the client? Ideally, you’ll whip up a beautiful report with all the fancy fixings, but in reality, something simple, and easy to interpret will get the job done just as well.
Whether you’re building out data visualization in Excel, taking screenshots in Google Ads (formerly AdWords), building reports in Ads (see the screenshot below), or using a free tool like Google Data Studio, the key is to have data visualization. We’ve eliminated a lot of extraneous data that may confuse a client by clearly outlining our goals ahead of time, but if the data you have to show off is lost amongst spreadsheets, columns and comparison charts, then you lose a lot of value in the face of the client:
I’ve included a sample Ads report from GDS below. I’d recommend removing some of the info like device breakdown, based on what your client is interested in and replacing it with a text field or two with analysis and future actions that’ll be taken over the next month.
Every report should be concise and clear, and with plans for moving forward — both on how to tackle future issues, and how to improve current performance. Hopefully, with goals aligned, KPIs outlined and visuals in place, your next report will be less of a hassle and more of an opportunity to outline your work and impress your clients.
Good PPC reporting and management comes down to good communication
Don’t just send an occasional report. Go above and beyond with good communication skills with your clients, like our friends at ParaCore in Tempe, Arizona.
Frequent check-ins combined with professional and clear communication will go a long way towards making your PPC efforts successful.
“I think good PPC pros probably do a great job on campaigns a lot of the time, but if that’s not communicated well, it might go unnoticed by the client,” Adam points out. “We have a strict communication protocol at ParaCore that has really helped us with client satisfaction and updates.”
We recently spoke with ParaCore about how they’ve achieved such stellar client retention: Read the full interview here.
One thing ParaCore does to go above and beyond: they use CallRail to provide a few bullet point highlights or tips in the email they send with the PPC report, helping their clients to holistically thrive, even sometimes with scheduling advice: “Dear Ms. Client, we noticed that your missed call rate between 12-2 p.m. on weekdays is really going up and we thought you should be aware.” Don’t be afraid to get anecdotal!
Are you a PPC pro with questions or tips about how to improve your work? Head to the CallRail Community to discuss strategy, share best practices, and connect with other marketing professionals.
The post PPC reporting: The key metrics you need in every report appeared first on CallRail.
Marketing agencies that understand the benefits of call tracking often find themselves putting in extra work to convince their clients that it can be a game-changer. Indeed, one of the biggest challenges you might face when setting up call tracking is reluctance on the part of the client.
Set aside for a moment the fact that many of their rivals are now using it, giving them a serious leg up on the competition. Without call tracking, it’s infinitely more difficult to prove that your agency is driving non-digital leads for your client. We’ve seen agencies turn on call tracking their customers and immediately uncover a hidden goldmine of leads. (And those leads have a much higher conversion rate than their digital counterparts to boot.)
This is a big win for your agency when it comes to building trust with clients, since it can help prove that your work is even more valuable than expected. And just as significantly, the data and analytics earned from call tracking will help you better fine-tune your marketing, empowering you to focus on the channels and search keywords that are driving the most inbound calls for clients.
Here are the four most common client objections to the benefits of call tracking, and how your agency can overcome them:
Dedra Mitchell and Nick Jackson contributed to this post.
1) The strict budgeter
Clients with strict budgets can be extremely difficult to sell on the benefits of call tracking. Once budgets have been set, it may seem like there’s no room for negotiation.
Explaining to the client how call tracking can help definitively prove marketing ROI is a great way to overcome this objection. Agencies have to be able to show that their work is consistently generating revenue — if a significant amount of traffic is not being accounted for, your marketing efforts (and the client’s budget) could be going to waste.
With call tracking added to your agency’s marketing stack, you can be confident that every touchpoint and bit of traffic are being captured and analyzed. This helps your agency prove ROI on your marketing, so you can make the best possible business decisions for both you and your clients.
Are you on a strict budget at your agency too? Good news: Call tracking is a proven revenue stimulant. Download our ‘How call tracking can grow your agency’ ebook to hear firsthand how agencies have used CallRail to grow.
2) The “I can’t change my business number” client
Even in 2019, many clients still have a fondness for vanity numbers. This can be a source of tension when it comes time to make the switch to call tracking, because the client may feel like they’re taking a major risk by changing their number. But are these perceived risks real?
Before you do anything else, put yourself in your client’s shoes and try to understand their concerns: They’re worried that their current or prospective customers will see a new phone number on their site or offline marketing materials, and they believe this discrepancy will result in a decline in outreach.
This is a perfect opportunity to explain just how unlikely this is — most people aren’t saving business numbers in their phones, and they definitely aren’t memorizing them. It’s safe to assume they won’t recognize the new number, and if they do, it almost certainly won’t discourage them from picking up the phone.
Now, let’s weigh the risks: A plain vanity number doesn’t give your client (or your agency) any data that can be tied to marketing spend or campaign performance. In other words, they’re running the risk of not understanding the hows and whys of their marketing performing. They could be spending money on underperforming campaigns because they have no way to properly measure the data they should be collecting.
Or, to put it as directly as possible: The certainty that comes with knowing how marketing spend can drive conversions is far more valuable to a business than the hypothetical risk of someone being turned off by a new business number.
If the client is absolutely set on keeping their number, recommend that they port that number over and use it to start tracking conversions from offline sources. This option will allow them to keep their preferred business number on their storefront, billboards, mailers, or running on a TV or radio commercial.
Here at CallRail, we’re constantly releasing new features that offer big benefits to our agency clients. Check out our new-and-improved Account Center, which makes it easier than ever to streamline the client-management process.
3) The hesitant and unsure client
A client could be hesitant to adopt call tracking because they’re unsure how much (or even whether) it will benefit their business. The client may believe there are more important tasks to address — like hiring the best talent, or keeping customer satisfaction high — and therefore might not be in a particular hurry to get call tracking up and running. They aren’t necessarily saying no, but they’re not saying yes, because it feels like the timing isn’t right.
Combating this objection comes down to stressing the opportunity costs: Every day the client kicks the can down the road, they’re missing out on data and analytics than could be crucial to the success of their business.
Every inbound call conversion that goes untracked is a missed opportunity to better understand what campaigns are driving these leads. Emphasize this to your client to create a sense of urgency. This also creates the perfect opportunity for them to take advantage of CallRail’s Free 14-Day Trial, which will likely show immediate results.
4) The “What is call tracking, though?” client
It’s not uncommon for a marketing agency to discover that their clients have no idea what call tracking is, or why it matters. And that’s totally fair — there’s only so much room in the world for marketing nerds like us. (Plus, our job depends on us being the nerdy experts our clients turn to for innovative tools like call tracking!)
Their lack of understanding does create a challenge though, and this is especially true when a client is operating under the (mistaken) belief that phone calls aren’t as important as they used to be.
CallRail makes educating clients about call tracking easy. The simplest way to explain call tracking is to define it as the process of determining how callers found your business.
Marketing agencies have fully stocked toolboxes to help them understand a buyer’s entire online journey. But if a customer or lead decides to contact a business and the call isn’t being tracked, marketers are left in the dark. We’re constantly working with marketing agencies to improve our product and close this gap, ensuring that every interaction during the buyer’s journey — both online and offline — is accounted for.
Because, at the end of the day, educating and encouraging your clients to make better business decisions is a win for both the client and your agency.
Read more about how agencies can set up multiple clients under a single CallRail account. You can also schedule a personalized demo or sign up for a 14-day free trial (no credit card required) to check it out for yourself.
The post 4 client objections agencies face when selling call tracking (and how to overcome them) appeared first on CallRail.
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We’re back for another 2019 tech news roundup, and it seems like we’ve returned not a moment too soon, with current events coming at us fast and furious over the past few weeks. In this recurring series, we review the latest headlines in marketing and technology, and explore what these developments might mean for your business.
Because, as we’re so fond of saying around here, staying on top of the news doesn’t just make you an informed citizen: It’s also great for business.
1) Apple hit with lawsuit as concern grows over FaceTime privacy bug (CNBC)
Fallout is continuing to mount over a recently discovered bug in Apple’s FaceTime app, dubbed ‘FacePalm,’ which allowed users to eavesdrop on calls. Apple is now facing a lawsuit from a Houston lawyer who claims that the bug allowed an outside party to listen in on his private deposition with a client and record sworn testimony.
The lawsuit claims the company “failed to exercise reasonable care,” and that Apple “knew, or should have known, that its Product would cause unsolicited privacy breaches and eavesdropping.” The suit further alleges that Apple did not adequately test its software and was “aware there was a high probability at least some consumers would suffer harm.”
The bug — and Apple’s slow response to patching it — have prompted renewed debate about the company’s much-touted commitment to data security and user privacy. The egregious nature of this latest case has led some analysts to question whether Apple is forgoing needed QA in order to get its products to market as quickly as possible.
Indeed, executives at Apple must be weighing every trick in the book in order to claw back the 12 percent decline in stock value the company suffered in December. But it remains to be seen whether this FaceTime bug is a bump in the road to recovery, or indicative of a more serious underlying problem with the company’s health.
2) Amazon and Walmart hit hard by new India e-commerce laws (CNN)
The top US e-commerce firms have invested billions of dollars in India, which boasts the world’s third-biggest economy and is one of the fastest-growing digital markets. But India has recently put in place regulations that have seriously cut into the profit margins of the biggest e-commerce firms, prompting tension between these companies and the Indian government.
The new rules stipulate that foreign online retailers can no longer strike deals with Indian companies in order to offer exclusive products or services that cannot be bought elsewhere. The rules also prevent these platforms from selling products distributed by companies they have invested in — in other words, Amazon cannot sell Whole Foods produce, and Walmart cannot sell Flipkart groceries.
These laws were drafted with the aim of preventing global retailers, like Walmart and Amazon, from using their size and wealth to artificially suppress prices and crowd out the competition. Tensions have arisen due to the uncomfortable fact that this is the precise business model both companies have used to dominate markets in the US, where anti-monopoly laws are much less strict.
The move follows an extensive campaign by India’s small business lobby against the outsized influence of Amazon and Walmart — the two companies account for more than 70 percent of all Indian e-commerce purchases.
As is so often the case, bad news for tech giants like Amazon and Walmart is great news for smaller businesses and marketers. India’s new laws will force bigger companies to compete on a level playing field, leaving far more space for smaller players to carve out their own corner of the market.
3) Investors brace for downturn in China’s tech sector (Reuters)
Investors are readying for a period of slower growth in China’s much-hyped tech sector, which in previous years has been a reliable driver of stock value. Weaker stock markets worldwide and an economic slowdown at home have stalled growth in China, which is now seeing tech valuations down 20 to 40 percent from previous highs a few months ago.
For much of the 2010s, tech investment in China enjoyed sky-high valuations and a rapid pace of IPO growth compared to other markets, including the United States. But beginning early last year, shortfalls among major electronics manufacturers and a general cooling of markets in both Beijing and Hong Kong have significantly cut into growth projections.
That said, investors are still generally optimistic about growth in China over the next few years — even these lower-than-expected IPO figures are still turning a handsome profit, after all.
4) Apple hits back at Facebook with ban on data-mining app (TechCrunch)
In a recent investigation, TechCrunch revealed that Facebook has been paying users to install the Research VPN app on their iPhones as part of ‘Project Atlas,’ providing Facebook with a trove of user data from a black-box ecosystem that is usually shut tight. Apple has struck back at Facebook by blocking the app from its devices before it could be officially shut down.
The ban came because Facebook allegedly violated Apple policy: Research VPN was built with device permissions that were only intended for internal corporate apps for Facebook employees, not for external testers or users. As part of Project Atlas, Facebook distributed the Research VPN app to 13 to 35-year-old participants, who were each paid $20 a month. The app let the company monitor every single bit and byte of data on the user’s phone which, in turn, allowed Facebook to decrypt and analyze a major competitor’s flagship technology.
As part of Apple’s pushback, the company revoked certification not only for the Research VPN app, but for all of Facebook’s internal-use employee apps, effectively breaking everything from the company chat system to their lunch menu.
The Apple-Facebook relationship has grown increasingly strained over the past few years, and these developments will only make things that much more tense. With Facebook facing a growing chorus of critics calling for more regulation, oversight, and accountability, it seems as though it’s only a matter of time before we have a massive public reckoning about Facebook’s business model.
5) ‘No deal’ Brexit now the likeliest outcome for UK’s divorce from EU (Bloomberg)
The UK has spent a grueling 2.5 years negotiating the terms of its exit from the European Union, and the withdrawal process is set to formally begin on March 29th. But the British government is still wracked by debate over what ‘Brexit’ should actually entail, and has not passed the critical legislation required to continue trade and diplomacy with the EU post-divorce. Leaders of the EU are warning that they are now expecting a disorderly, ‘no deal’ exit as the likeliest outcome.
The international business community is sounding the alarm over the potential damage a no-deal Brexit could inflict on the global economy. One in three firms that operate in the UK are considering relocating out of the country, and most economists predict that the British economy would suffer a severe and prolonged recession, one that would likely spread beyond the UK’s borders.
Investors and marketers whose work involves the UK will need to keep a close eye on the news for the next few weeks. If the UK does indeed crash out of the EU without a deal and trigger a recession, businesses will need to ask themselves a difficult question: Is the ever-reliable UK no longer a safe haven for stable investment?
The post News You Can Use: Apple’s FacePalm, India e-commerce battle, Brexit looms appeared first on CallRail.
By: Bianca Buliga, Digital Marketing Manager
Are you an impact-driven entrepreneur ready to build your network in 2019?
One of the best ways to accelerate your professional network is to mingle with other entrepreneurs who have already experienced the successes and obstacles coming your way. What better way to meet other change makers than by attending national or global conferences with several hundreds of diverse ideators, doers, and creators?
It’s time to block and tackle your 2019 travel schedule. Grab a pen and notepad, pull up Google calendar, and get ready to search flight and hotel deals. We reached out to our network and identified these conferences as some of the top conferences to attend for entrepreneurs. Check out our 2019 list:
Startup Grind Global Conference
Redwood City, CA
In partnership with Google for Startups, the Startup Grind Global Conference provides an environment where startups, partners, investors, thought leaders, and worldwide directors come together for two days of invaluable education, connection, and inspiration. Join the founders of Airbnb, Qualtrics, Poshmark, and Airtable for sessions including ‘Navigating the Fast-Changing VC Landscape’, ‘Sleep, Play, Thrive: Insider Secrets to Fight Burnout Culture’, and ‘How to Measure Growth at Each Stage of your Company’. Get tickets here.
Did you know that SXSW spans 25 tracks of programming including ‘Entrepreneurship & Startups’, ‘Tech Industry & Enterprise’, and ‘Coding & Development?’ Featuring speakers like Kimberly Bryant, Founder and CEO of Black Girls CODE, Arlan Hamilton, Founder and Managing Partner of Backstage Capital, and Howard Schultz, former CEO of Starbucks, SXSW Conference is bound to keep you informed and entertained. We suggest you swing by ‘The Overlooked Future of US Entrepreneurs: Latinx’, paneled by our very own Chief Strategy and Operations Officer, C’pher Gresham! Register to attend here.
The Human Gathering
Los Angeles, CA
The Human Gathering is a three-day immersive experience that gathers together the top minds in business, technology, philanthropy and the arts dedicated to leaving a mark on the world. This conference is unique in that attendance is limited to only 125 people who either apply or are nominated. Their community is made up of influencers like Christopher Gavin (Co-Founder of Honest Company), Justin Kan (Founder of Twitch), and Jason Fried (Founder of Basecamp). Apply here for the opportunity to attend.
Black is Tech Conference
New York City, NY
The Black is Tech Conference is creating a platform for black and minority tech professionals, entrepreneurs and enthusiasts to connect. With an expected attendance of over 1000, the conference will feature speakers like Angel Rich (CEO of The Wealth Factory), Sequoia Blodgett (Producer and Host of Black Enterprise), and Matthew Burnett (CEO and Co-Founder of Makers Row). Get your ticket here.
Young Entrepreneur Convention
Des Moines, IA
The 2019 Young Entrepreneur Convention provides less experienced change makers with insight and motivation from founders and entrepreneurs who have “been there and done that” in establishing a business from the ground up. To participate in the largest elevator pitch competition in the U.S., you must purchase a ticket and be among the first 30 to sign up. Ticket holders will receive a link to sign up on April 1, 2019! Get your ticket here.
April 28-May 1
San Diego, CA
What do Peyton Manning, Sara Blakely (Founder and CEO of SPANX, Inc.), and Simon Sinek (author of “Start With Why”) have in common? They are all speakers at the 2019 EntreLeadership Summit. This is an event for trailblazers and rule-breakers – for those who aren’t ready to settle for the norm. Join the 950+ businesses and 3,000 attendees that are taking over the Manchester Grand Hyatt in San Diego by reserving your seat here.
Global Entrepreneurship Summit
The Hague, Netherlands
Do you have a transformative tech solution for agriculture/food, connectivity, energy, health, or water? Is your innovation more than just a concept, with a functioning, market-ready business model capable of being scaled internationally? GES 2019 offers an unparalleled stage for scale-ups to showcase their enterprises before a select group of top investors, founders, funders, experts and policy makers. Apply by February 28 here to be considered.
Entrepreneurs’ Organization Alchemy is the West Region’s annual multi-day learning event designed to help members learn and grow as business leaders. You will be surrounded by entrepreneurs of all stages, listen to world-renowned business leaders on a variety of topics, and participate in once-in-a-lifetime social activities. More information to come – make plans to stay at the Hilton Downtown Portland by learning more here.
Social Capital Markets (SOCAP)
San Francisco, CA
We’ve been proud to be both a resource provider and network partner for SOCAP19, a conference that convenes over 3,000 impact investors, world-class entrepreneurs, and innovative cross-sector practitioners dedicated to increasing the flow of capital toward social good. Their annual flagship event in San Francisco has become the leading gathering of the social capital markets, with more than 20,000 participants since their founding in 2008. In past years, sessions have been hosted by The Bill & Melinda Gates Foundation, Patagonia, and Investors’ Circle. Register here – it’s never too early to map out your impact.
Remember, this list is just the tip of the iceberg! There is a growing number of conferences and summits meant to connect entrepreneurs with other founders, venture capitalists, angel investors, foundations, industry thought leaders, and media contacts that can take your social enterprise to the next level. Go forth and network!
Related articles from SEED SPOT:
The post 9 Conferences to Attend in 2019 to Accelerate Your Social Enterprise appeared first on SEED SPOT.
What is Google Ads call tracking?
Google Ads call tracking is a type of conversion tracking that shows you how many prospective customers called your business after seeing or clicking one of your PPC placements.
How does Google Ads call tracking work?
Google Ads call tracking has two main functions:
- Tracking calls that are made to a Google forwarding number, which is displayed in a call extension ad
- Tracking calls through dynamic number insertion on your website, where a unique tracking number is swapped in for each site visitor
Who uses Google Ads call tracking?
Any advertiser looking to drive phone calls to their business — and therefore gain a better understand how their marketing is helping drive those calls — should be using call tracking.
Google Ads, along with other call tracking services like CallRail, can show you which search keywords are driving the most calls as well as performance breakdowns by demographics and location, and your placement’s general positioning in SERP results.
Used together, this data will help you make your placements even more cost-effective at driving new calls, leads, and conversions.
CallRail has a seamless integration with Google Ads designed to help marketers optimize attribution and conversion tracking.
What else can I do with Google Ads call tracking?
Google Ads also offers a slew of additional features that work in conjunction with your call analytics, including:
Google forwarding numbers & Click to Call (CTC)
While many paid ads direct traffic to websites, Google Ads also offers a mobile-friendly feature called Click to Call (CTC) that dials a business’s phone number once the ad is clicked.
You can use call extensions to trigger CTC either through standard search ads, or through call-only ads (which are also a great way to boost call volume to your business). The Google Ads and Analytics interface tracks CTC just like standard PPC campaigns, so you can observe in real time which of your placements are driving the most phone calls.
This feature also lets you measure a conversion according to the length of the phone call that drove it, which adds a great deal of flexibility and granular control to your reporting.
Mobile and desktop insights
Google Ads can break down your ad analytics according to whether the placement was viewed on a mobile device or on desktop, allowing you to better optimize your PPC campaigns for specific platforms and audiences.
When viewing your call campaign data in Google Ads, just click on the ‘Segment‘ button to display important data like clickthrough rates, conversion rates, and impressions broken down by device.
How to set up Google Ads call tracking
Setting up Google Ads call tracking for forwarding numbers is simple: You only need to add call extensions to your ad(s), and then enable call reporting in Google Ads and Analytics. (We review this process in step-by-step detail in this blog post.) During the setup, you’ll have to create a conversion action for a phone call under the ‘Tools > Conversions‘ menu in Ads, which you’ll then select when creating your call extension.
Setting up Google’s dynamic number insertion feature is a little more complicated, and requires a working knowledge of how to change the source code on your website. (Google has a step-by-step implementation guide here.) As part of this process, you’ll have to add a snippet of code to all of your website’s pages, and then edit the code snippet according to the tracking numbers you want to swap in and out.
Are there restrictions on using Google Ads call tracking for PPC?
While Google Ads offers a robust feature set within Google’s marketing ecosystem, there are still some minor limitations to its call tracking features.
The primary sticking point for most marketers is the fact that each Google-generated phone number is the property of Google, and cannot be used anywhere except on Google ads. That means these tracking numbers are off-limits for other search engines like Bing and Yahoo, or for social media platforms like Facebook.
Google currently doesn’t offer its CTC feature for Display Network ads either, meaning you can’t drive calls directly from image-based ads. These limitations can create attribution blind spots that make it more difficult to determine the success of your campaign or PPC strategy, and therefore more difficult to measure the overall quality of your prospects and leads.
If you’re looking to achieve a more complete picture of which PPC ads are driving customers to pick up the phone, then call tracking software is a great solution. By pairing call tracking software with Google Ads, you’ll be armed with robust data and analytics to support your decision-making the next time you optimize a campaign.
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