THE AGENCY S GUIDE CALL TRACKING. Copyright 2014 Century Interactive. All rights reserved.

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1 THE AGENCY S GUIDE TO CALL TRACKING Copyright 2014 Century Interactive. All rights reserved.

2 DELIVER QUALITY LEADS. MEASURE RESULTS TO PROVE IT. Deliver quality leads to your client and measure the results to prove it. That s your intention with every client, right? There are a lot of tools available that measure clicks and online conversions, but how about telling the whole story in each of your reports? How about taking full credit for the conversions that are happening offline? After all, the campaign you ran is responsible for those, too. Agencies are putting more and more money into digital marketing, and consumers almost always research online before they buy something. When it comes down to buying a service or an expensive product, however, most consumers still prefer to talk with someone. Usually the consumer will end up placing a phone call, which means your ability to track that conversion disappears. Enter Century Interactive s call tracking. This guide will show you how to use call tracking to prove results to your clients, and ultimately generate more quality leads.

3 HOW DOES CALL TRACKING WORK? To put it simply, call tracking uses a unique phone number on each marketing piece that allows your agency to track which marketing pieces are getting phone calls. Agencies use call tracking numbers on different mediums, as well as to A/B test creative.

4 NOT ALL LEADS ARE CREATED EQUAL. HOW CAN I PROVE TO MY CLIENT THAT WE RE SENDING QUALITY LEADS? Players in the call tracking industry have developed several ways to tackle this question, from phone extension breakdowns to machine mining for keywords. We think the best method is human review. Human reviewers have the context to understand phrases and dialects that even the most intelligent machine will miss. I know what you re thinking: We don t possibly have time to listen to all of our clients calls, and we certainly don t want to. We don t blame you. That s why our human call categorization platform goes well beyond what anyone else in the industry can do. We have over 37,000 human reviewers to listen to every one of your client s calls and glean information like: Was this call a sales opportunity? Was this call an appointment booking opportunity? Was the caller a new or current customer? With human reviewing, you can feel confident that you re delivering to your client are of the highest quality.

5 HOW DO WE MEASURE WHAT S WORKING? WE RE MOSTLY DRIVING DIGITAL LEADS TO MY CLIENT S LANDING PAGES AND WEBSITE. Dynamic website call tracking can deliver call tracking data as deep as a web analytics platform, detailing the ad source, referring website, and keyword of each call from a client s website or landing page. Website call tracking tracks calls from PPC, organic search, display advertising, s, and any other referring source to the client s site. This doesn t involve a massive overhaul of their website either! One short snippet of code is all you need to track calls that came from their website. After it s set, no changes are necessary, even if you start a new campaign or add more PPC match terms. Even better, the data integrates with Google Analytics so that you can track all of your client s conversions in one place. Working with a deeper bid management system? Century Interactive can integrate with Kenshoo, Marin, DoubleClick, and many others to help you optimize campaigns based on phone calls.

6 WILL WEBSITE CALL TRACKING AFFECT MY CLIENT S SEO? Website call tracking works by showing each visitor session a different call tracking number. We often get the question Will this affect SEO? IT WILL NOT! For tracking your main website, you should be using dynamic website call tracking. With dynamic website call tracking, a simple java script code will rotate the phone number shown to each visitor to your site. When the search engines use their spiders or bots to crawl the site and assess its content and ranking, they won t see the new number. They are only crawling the code of the site, where the tracking number remains static. To feel even more secure, you can use your primary number between the span tags on the code. This number will never be seen or called by visitors, but it s the only number the search engine will see, meaning that there will be zero impact to your SEO ranking

7 Another good practice we recommend is placing your primary number down in the footer of your page where the search engine bots can read it. This has next to zero impact on your marketing data, and keeps the NAP police happy. Contact Us >> Follow Us >> Mailing List >> Call Sign up if you would like to join our mailing list. Your address GO FINALLY, REMEMBER THESE POINTS: Google uses similar technology with dynamic phone numbers for high-level tracking of AdWords phone calls from websites, and therefore does not penalize the practice. Google has publicly partnered (through DoubleClick) with four call tracking providers (including Century Interactive) to allow marketers to track call conversions directly within the DoubleClick platform.

8 HOW DO I VIEW ALL DATA? I HAVE MULTIPLE CLIENTS TO TRACK AND NEED TO VIEW ALL OF THEIR DATA. Our user interface is built with agencies in mind. We allow for an agency login to contain data for multiple client accounts. Sub-account logins let you set up logins for your clients, which will allow them to see only their own data. Automated reports also offer the option of setting up daily, weekly, or monthly reports for you and your client. Flexible preferences allow you to restrict access from certain reports, or from the management and number provisioning section.

9 Own the Phone with Deliver quality leads to your client and measure the results to prove it. With Century Interactive call tracking, your agency can: Track all phone calls your are producing for your client Offline (mailer, billboard, etc.) Online (keyword level tracking) Provide Humanatic call categorizations Trained Humanatic reviewers review and categorize every call Measure the quality of calls you re driving Track sales and booked appointments that occurred over the phone Optimize on valuable phone calls Integrate with bid management platforms such as Google AdWords, Kenshoo, Acquisio, and more Optimize on phone calls rather than just clicks GET A DEMO 8750 N. Central Expressway, Suite 720, Dallas, TX