Posted to Shop Management Forum on 12/3/2015
Re: The Tougher The Better
Larry, In a recent post you mentioned - we have
keyword-level call tracking with call analytics.
Essentially, what that means, is that we get a scored report
on every single inbound phone call coming into the shop. Was
interested in the keyword-level tracking you use and wanted
to know if you would share the vendor information?
Thanks in advance
Rick Genin [...]
I do not use any SEO/SEM company. I do all of that work
keyword level call tracking. You can Google "keyword level
call tracking" and there is no shortage of companies that
will do this for you.
The very first company I used years ago was
MongooseMetrics.com. They were bought out by DialogTech.com,
who used to by IfByPhone.com As you can tell, there's a lot
of changes and a lot of competition in the call tracking
Here's an example of how keyword level call tracking has
helped me: The keyword "transmission(s)" sounds like a good
keyword and it does get a lot of clicks. However, it doesn't
generate a lot of calls. And when I analyze the calls that
DO come in off that keyword, they are poor quality sales
leads; mostly price shoppers. The Click-To-Call ratio was
very low. What I mean by that was that we would get only 1
call for every 14 clicks. At $13/click that meant that low
quality phone lead was costing us about $182.
Conversely, the keyword "transmission repair" didn't get as
many clicks as "transmission(s)", but 1 out of 3 clicks
resulted in a call and the phone leads were of much higher
quality. As a matter of fact, "transmission repair" became
our highest grossing keyword of all.
Over a period of a year, I slowly started bidding less and
less on the keyword "transmission(s)" and doing just the
opposite on the keyword "transmission repair". By the end of
the year, I had completely quit bidding on the keyword
"transmission(s)" altogether and was bidding $75/click for
"transmission repair". Because Google works off the Dutch
second bid auction principle (read the patent online), I
never pay anywhere near that, but only a penny above the
next highest bidder to retain the #1 spot on the very top of
People intuitively pick the top choice when doing a search
whether they are at a public library, in Wikipedia, or
Google. We instantly started getting a lot more calls to the
point that sales overran production. From time to time, we
had to turn not only Google off, but Bing and Yahoo as well.
We were that backed up. You have to remember we are only a
4-bay 3K sq. ft. shop with 3 techs. 2 R&R techs and 1
The point is this: The uneducated count clicks. The educated
count calls. Hence, my saying of "Count Calls Not Clicks"
because clicks are meaningless, as my keyword
"transmission(s)" proved. "Likes" on Facebook (to me) are
meaningless as well. Put a tracking number on your FB page,
or any social media for that matter and you'll see how much
money you're wasting. BTW, you can buy tracking numbers for
about $10/mo. or less. We have over 100 tracking numbers.
Because we buy in bulk, we are only paying slightly over
$3/number. But I'm doing all the tagging and coding, too.
The tracking companies charge a premium for that.
This information would be good for the whole group to know,
so I'm going to post it on the forum, too. Good luck with
your call tracking!!!
Technical Information Specialist/Technician
Draper, Utah, USA