Call tracking technology is most often associated with landing page optimization. The truth is that it can be used to optimize almost any kind of marketing campaign. Call tracking is 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 call tracking and how it improves your Facebook marketing.
Facebook Ads Are A Valuable Marketing Tool
Facebook has over 2 billion users. Additionally, 93 percent of digital marketers use Facebook ads, so 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. It allows them to affordably reach new customers who might otherwise never hear of them.
The Role of Call Tracking in Facebook Ad Optimization
Call tracking fills a hole in Facebook ad reporting. By using unique call tracking numbers in ads, you can see which ads generate the largest call volume and which calls convert. This data is invaluable for optimizing Facebook ad campaigns.
It allows you to adjust your ad spending to dedicate more resources to your highest-performing Facebook ads. In turn, you can better track the ROI of different ad campaigns. The goal is to focus on the ads that pay for themselves. Optimizing your ad spending with call data is critical for advertising success. It allows you to see better results from the same or lower overall advertising expenditures.
The data from a call tracking system also helps with A/B testing ad copy and creative. Split tests are conducted with two slightly different versions of the same ad. When done correctly, split tests ensure that you’re using the version that produces the highest conversion rates.
Lastly, you can use Facebook’s built-in tools to schedule ad delivery. That means your ads display at the right times. Afterall you want to make sure you have agents available during your peak call hours.
The Importance of Knowing Your Audience
Using the data you gather through call tracking, you learn more about who is engaging with your ads. That means figuring out exactly who your audience and target demographic is. Knowing your audience is important in any marketing, but Facebook’s targeting capabilities make it all the more critical. Using a unique phone number for each target audience allows you to compare call volumes and conversion rates for each demographic.
This information can be useful in a few different ways. To start with, it lets you adjust your ad targeting to eliminate certain demographics. You don’t want to waste campaign budgets on people who don’t seem to be engaging with your content.
It may also help you discover new audiences you would not have normally targeted. Using your CRM data to build an audience means you can easily retarget callers that didn’t convert.
When 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 your callers aren’t properly qualified, that could be a sign that your ads need improvement. Work on the message your ad delivers to communicate with your potential customers more clearly.
Call Tracking Vs. Facebook Call Now Analytics
Call tracking isn’t the only way in which marketers access call data from Facebook ads. One more simple method is using Facebook’s built-in “Call Now” feature. This feature allows people who view your ads to call you directly from the ad with the click of a button. You can access the data regarding the number of “Call Now” clicks a campaign generates in your Facebook reporting. Keep in mind that you’ll have to adjust your reporting settings to view that data.
Though it sounds quick and easy, this method of tracking calls through Facebook does come with its downfalls. It doesn’t produce data on all of your phone calls. Many people will see your ads and call you without using the “Call Now” button. The data is also dumbed down a bit, 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 unique call tracking phone number helps you gather better data from your Facebook phone conversions.
Start Tracking Facebook Generated Phone Calls
By implementing call tracking in your Facebook campaigns, you will create better ads, improve your ROI, and enhance your audience targeting. Over time, the data you gather from your call tracking system helps to improve your entire Facebook marketing strategy. In turn, the new insight ultimately leads 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 today.