Call tracking technology is most often associated with landing page optimization, but the truth is that it can be used to optimize almost any kind of marketing campaign. Call tracking can be implemented for email marketing, PPC advertising, and even direct mailing campaigns.
One of the best uses for call tracking, though, is in optimizing Facebook ads. Here’s what you need to know about how call tracking can help your business improve its Facebook marketing.
Why Optimizing Facebook Ads Is so Important
Given that Facebook has over 2 billion users and that 93 percent of digital marketers use Facebook ads, it’s fairly easy to see why ad optimization on this platform is critical. Facebook advertising is one of the best and most cost-effective ways for businesses to reach audience members and generate sales. For small businesses, the importance of Facebook is especially profound, as it allows them to directly reach new customers who might otherwise never hear of them.
How Call Tracking Data Can Play a Role in Optimizing Facebook Ads
Call tracking provides large amounts of useful data for optimizing ads. By tracking a caller from the ad he or she initially sees through the rest of your website and phone sales funnel, you can see what ads generate the largest volumes of calls and the highest conversion rates.
Using this information, you can adjust your ad spending to dedicate more resources to your highest-performing Facebook ads. You can also track the ROI of different ad campaigns, allowing you to focus on the ads that actually pay for themselves most efficiently. Optimizing your ad spending in this way is critical for advertising success since it allows you to see better results from the same or lower overall advertising expenditures.
The data from a call tracking system can also help you to improve your ads themselves. Split tests conducted with two different versions of a new ad can help you optimize your copy and images and ensure that you’re using the version that will produce the highest conversion rates. You can also optimize the times at which your ads are displayed to make sure people are seeing them during your peak call hours.
The Importance of Knowing Your Audience
Knowing your audience is important in any kind of marketing, but Facebook’s massive targeting capabilities make it all the more critical. Using the data you gather through call tracking, you can learn more about who is engaging with your ads. By comparing call volumes and conversion rates to the audience a given ad was targeted to, you can find out what demographics are most likely to become paying customers after seeing one of your ads.
This information can be useful in a few different ways. To start with, it lets you adjust your ad targeting to eliminate demographics who don’t seem to be engaging with your content so that you can focus on the ones that are. It may also help you to find new audiences of potential customers as you experiment with ad targeting. Finally, call tracking data can help you to retarget callers who haven’t yet become paying customers.
If your call tracking system allows you to record phone calls, you can get even more valuable information from it. If you discover, for instance, that many of your callers aren’t properly qualified, it’s a clear sign that your ads need to be improved to more clearly communicate with your potential customers.
Call Tracking Vs. Facebook Call Now Analytics
Needless to say, call tracking isn’t the only way in which marketers access call data from Facebook ads. One of the simplest and most popular methods is to use Facebook’s built-in Call Now feature to allow people who view your ads to call you directly with the click of a button. You can access the data regarding the number of Call Now clicks a campaign generates in your Facebook analytics, though you have to adjust your reporting settings to view that data.
The problem, though, is that this method won’t produce data on all of your phone leads. Many people will see your ads and call you without using the Call Now feature. Call Now data is also very basic, as it only tells you the number of button clicks a campaign receives. More useful pieces of information, such as caller location, call duration, and conversion rates, require more advanced call tracking. For these reasons, actual call tracking systems are a much better solution than Facebook’s internal analytics. Providing a phone number linked to a call tracking service in your ad will help you gather more and better data from your Facebook phone conversions.
By implementing call tracking in your Facebook campaigns, you can create better ads, improve your ROI and enhance your audience targeting. Over time, the data you can gather from your call tracking system can help to improve your entire Facebook marketing strategy and ultimately lead to higher conversion rates. If you want to create better Facebook campaigns driven by real customer data, consider integrating call tracking into your social media marketing activities.