Optimize Your Facebook Marketing with Call Tracking
The goal of your Facebook ads is to drive as many qualified leads to your business as possible. But how can you know which campaigns are getting the best results? You’re probably already tracking your web leads (i.e., people who fill out your contact form), but what about those who chose to call instead? Isn’t that information equally, if not more valuable?
After all, if someone takes the steps to actually pick up the phone and call your business, chances are they’re already a viable lead. In fact, because they’d rather call than fill out a form and wait for a response indicates that they’re more eager to buy now. Because of this, learning which Facebook ads are generating these “hot” leads is of great importance to your business. The best way to do this is through a call tracking campaign.
Leverage Call Tracking Numbers
The first step to measuring how many telephone and mobile device leads your Facebook ads generate is using call tracking numbers. These are phone numbers generated by call tracking software for the purpose of tracking the results of the ad campaigns you are running (in this case, your Facebook ads). There are two distinct types of call tracking numbers: static and dynamic.
Static numbers are unique phone numbers that are generated and assigned to individual Facebook ad campaigns. When someone dials a static number that’s in one of your ads or on your landing page, the call is forwarded to your main telephone line, where it is answered like any other incoming call.
The caller will have no idea that they dialed a unique number, and neither will you, but behind the scenes, the call tracking software will identify that the call came in via Facebook.
You can then go back to your call tracking software dashboard and view detailed information about the call, such as which specific Facebook ad it came from, the name and number of the caller, the time of day they called, and the duration of the call.
A dynamic call tracking number, as the name indicates, is a bit more complex than a static one in that it requires that you add a small snippet of code to your website. The code will then automatically change the phone number displayed on your website each time a new visitor arrives from a particular ad campaign. In other words, John will see a different phone number than Jen, and so forth.
Dynamic numbers are useful in ad campaigns because they provide results that are much more precise.
When a lead contacts your business via a Facebook ad that contains a static number, they may call the number in the ad, or they may click the ad, end up on your website and dial the number you have there. If they don’t use the static number in your ad, the lead won’t be tracked from Facebook, nor will any additional data be captured.
On the other hand, using a dynamic number ensures that every person who clicks through your ad campaign to your website will end up with a number that can accurately be tracked back to the specific ad and capture all the relevant information about the call.
Dynamic numbers are particularly valuable for businesses whose products or services are complex enough that most leads want to visit the company’s website to get more information before actually picking up the phone and calling.
Qualifying Your Leads
Another valuable benefit of call tracking software is the ability it affords to qualify the leads coming in from your Facebook campaigns. You can do this in a number of ways, from performing a broad overview of lead qualification based on the length of your calls (i.e., longer calls = more qualified leads) or delving into more detailed analysis such as by listening to recorded calls.
The latter can help you determine where in the sales funnel your callers are (i.e., if they are ready to buy or just looking for more info, etc.).
Capturing the actual recording of your phone calls can also help you identify areas where your ads could use some improvement. For instance, if you notice a pattern that the majority of your incoming calls from a particular campaign are from people who are confused or don’t understand what your product or service is all about, you may need to clarify the message in your ads to make them more effective.
Furthermore, when you track calls with our tracking system, you gain valuable information about each caller, including call duration, conversion rates, and caller location. It is much easier to target a promising audience with this data because you already know which marketing campaigns attract them.
Drive Conversions With Simple Click-To-Call ads
Using straightforward call-to-action buttons in your Facebook ads will greatly benefit your Facebook page. Your click-to-call ads will generate a unique phone number that serves as an identifier for a specific ad campaign. This phone number will automatically route to your business number.
Including area codes of particular areas in your click-to-call ads will allow you to reach your target audience more efficiently.
For example, if your ads display a number with an area code that aligns with the location of your business, you will generate offline conversions of more promising potential customers.
This will enable you to tailor your Facebook ads according to the data given by Google Analytics to optimize ad spending.
Track Phone Calls from Click-To-Call Ads
There is little use to setting up click-to-call ads without monitoring offline conversions generated by your call to action.
While Facebook analytics will provide information regarding the impressions of your ads, ad spending, and how many people clicked the call button, it doesn’t tell you how many of those clicks resulted in customers. Even when users select the Facebook call option, there is no guarantee that a phone call was made or if it led to sales.
To accurately measure how many calls resulted from click-to-call ads on the Facebook platform, you require a call tracking system.
That’s where Call Tracker comes in. Our call tracking services will feed call data into Google Ads to construct a comprehensive analysis of the efficiency of your digital marketing.
Call Tracker does not only track calls originating from the Facebook call features, but we also record them to enable you to improve interactions with customers and drive more revenue to your Facebook ad campaigns.
By monitoring customers’ behavior on this platform, you can gain insight into whether Facebook click-to-call ads are targeting the right audiences. When creating a call-to-action, consider how you can optimize both the graphics and the ad copy to compel the absolute most amount of users to click the call-to-action button.
Facebook Ad Custom Audiences Capability
Facebook makes targeting the ideal customers easy with its Custom Audiences ad capability.
With this feature, you can:
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Utilize Engagement Custom Audiences to target potential customers who engaged with your content on one of the apps and services of Facebook.
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Contact past customers or users that displayed interest in your business
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Incorporate data of offline conversions, such as purchases made on the mobile device.
An alternative option is to use the Custom Audiences feature to create Lookalike Audiences. If you have an adequate understanding of which users to target with your ad campaigns and you have information regarding the demographics of existing customers, you can create Lookalike Audiences to target potential customers who have similar interests.
Want to experience this type of dynamic call tracking and lead qualification for your own Facebook campaigns? With us, you can track phone calls and discover which ads generate more phone calls to fine-tune your Facebook ads and optimize your ad spend.
