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How to quantify our ROI / Conversion rate from Adwords Spend?

Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

Hi,

 

I am currently running ads to my homepage but the site is not an eCommerce. (We sell products but not online). Generally people have a look around the website and either contact us by e-mail but in most cases people give us a call or drop into the store.

 

We have conversion tracking code on our 'thank you' page after e-mail contact which is fine but I suppose the main issue is with the phone calls and people coming to our premises. (We are finding it hard to calculate if these people are arriving from Adwords or Organic searchers)

 

* Maybe the answer is as simple as just asking people when they ring 'how did they find our site'?

 

Suggestions are welcomed and any ideas to calcualte our convesion rate /ROI from Adwords spend. Thanks.

 

4 Expert replyverified_user
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Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Mini-CM (Community Manager)
September 2015

Re: call extensions with forwarding numbers

Top Contributor
# 2
Top Contributor

Hi GlenBob


Well, the answer is simple as you suggested; Smiley Happy

Unless you use call extensions with Google forwarding phone (where available - not in all locations), then as you said: "Maybe the answer is as simple as just asking people when they ring 'how did they find our site':

 

Read More:

Add call extensions with forwarding numbers

 

-Moshe


 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

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Accepted by Mini-CM (Community Manager)
September 2015

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 3
Top Contributor

Hi GlenBob,

 

In addition to Moshe's suggestion, occasionally, in a situation like yours, you could set up a specific landing page for your AdWords campaigns and provide some sort of deal/special offer that will only be available to those users who click on your ads.  'Internet only deal' that could allow the user to print a coupon or verbally submit a promotional code so you could track some in-store and phone calls as originating from your AdWords account.

 

Just a thought.

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 7
Top Contributor
Hi GlenBob.

If tracking is really important to evaluate your ROI then you may want to consider a 3rd party tracking program. There are companies that do just phone tracking and you can purchase a number (or set of numbers) local or toll free and have either a landing page dedicated to AdWords with that phone number hard coded to it or use dynamic phone number insertion. With the dynamic phone number insertion you code your website and your adwords ads. When the website recognizes your adwords ad sending the traffic the phone number will automatically switch over to the adwords number, if the traffic comes direct or organically it switches over to that specific number, if it comes through places it can switch to that specific number. You can then log into your phone tracking reports and see just how many calls each source generated, how long the call duration was, as well as many other metrics associated with the calls + in many cases you can record and listen to the calls if you want to confirm their validity or monitor how employees handle incoming calls.

Call metrics is really great but the phone number only shows up in the ads.

Asking people how they found you usually results in "online" which could be organic, places, adwords, etc.....so hard to get concrete data and evaluate your ROI.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

View solution in original post

Marked as Best Answer.
Solution
Accepted by Mini-CM (Community Manager)
September 2015

Re: call extensions with forwarding numbers

Top Contributor
# 2
Top Contributor

Hi GlenBob


Well, the answer is simple as you suggested; Smiley Happy

Unless you use call extensions with Google forwarding phone (where available - not in all locations), then as you said: "Maybe the answer is as simple as just asking people when they ring 'how did they find our site':

 

Read More:

Add call extensions with forwarding numbers

 

-Moshe


 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by Mini-CM (Community Manager)
September 2015

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 3
Top Contributor

Hi GlenBob,

 

In addition to Moshe's suggestion, occasionally, in a situation like yours, you could set up a specific landing page for your AdWords campaigns and provide some sort of deal/special offer that will only be available to those users who click on your ads.  'Internet only deal' that could allow the user to print a coupon or verbally submit a promotional code so you could track some in-store and phone calls as originating from your AdWords account.

 

Just a thought.

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: call extensions with forwarding numbers

Follower ✭ ✭ ✭
# 4
Follower ✭ ✭ ✭

Hi Moshe,

 

Thanks for the reply and I will look into the call extension link you send on. Cheers.

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭

Cheers for your additional input PPCBossman,

 

We have been thinking about doing some onsite marketing to tie in with our Adwords and will take your suggestion on board.

 

Regards,

 

GlebBob

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Google Employee
# 6
Google Employee

Hello all, 

 

There are some brilliant ideas here! Thanks for all your input.

 

A call forwarding number could be a great way of measuring which calls are the result of an AdWords ad, and this is the main benefit of this new tool. 

 

This link here also has a few tips for meauring ROI, but the ideas here on the forum are also terrific! 

 

A.

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 7
Top Contributor
Hi GlenBob.

If tracking is really important to evaluate your ROI then you may want to consider a 3rd party tracking program. There are companies that do just phone tracking and you can purchase a number (or set of numbers) local or toll free and have either a landing page dedicated to AdWords with that phone number hard coded to it or use dynamic phone number insertion. With the dynamic phone number insertion you code your website and your adwords ads. When the website recognizes your adwords ad sending the traffic the phone number will automatically switch over to the adwords number, if the traffic comes direct or organically it switches over to that specific number, if it comes through places it can switch to that specific number. You can then log into your phone tracking reports and see just how many calls each source generated, how long the call duration was, as well as many other metrics associated with the calls + in many cases you can record and listen to the calls if you want to confirm their validity or monitor how employees handle incoming calls.

Call metrics is really great but the phone number only shows up in the ads.

Asking people how they found you usually results in "online" which could be organic, places, adwords, etc.....so hard to get concrete data and evaluate your ROI.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

[ Edited ]
Follower ✭ ✭ ✭
# 8
Follower ✭ ✭ ✭

Hi Kim,

 

Thanks for the informative post and yes I totally agree by just asking people how did they find us is not going to fully solve my problem. By the way this is not a major issue I was just looking for a possible solution, some ideas so that we can quantify our PPC v's SEO.

 

Kim you mention 'Call metrics is really great but the phone number only shows up in the ads' - when when you say ads, do you mean the phone number only shows up in the actual ad in SERP or the landing page on the website?

 

Regards,

 

Glenbob

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 9
Top Contributor

Call Metrics = showing up in only ads in the serps not your landing page.



Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

Re: How to quantify our ROI / Conversion rate from Adwords Spend?

Top Contributor
# 10
Top Contributor

Hey Kim,

 

Have you ever tried to use Google Forwarding numbers on landing pages?

 

I did a few years back and it worked quite well...I think it may have been free at the time though. Smiley Happy  It would probably be a double charge these days with the click and the call.

 

I was worried at the time about the forwarding number changing without notice but it didn't happen in this particular situation and worked out well for a client who received 3x calls VS lead forms.

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’