dynamic number insertion best practices · when configuring a conversion within google adwords,...
TRANSCRIPT
What is Dynamic Number Insertion?
2
The resulting data that helps you optimize all inbound marketing campaigns, from search, social media, form fills to email campaigns and more.
Dynamic Number Insertion (DNI), also known as Dynamic Call Tracking, offers the one, true picture of lead attribution: comprehensive data for every channel, every ad, and every keyword.
DNI tracks calls and texts from any source with a simple JavaScript snippet that automatically replaces phone numbers on your website with call tracking numbers.
For more information on what DNI is and what it can do for you, please read our DNI e-book.
To install DNI on your website, you will need to copy the unique DNI JavaScript snippet for your campaign within the CallTelligence UI, or via our Telmetrics-Connect API:
DNI is enabled for your website by inserting the JavaScript snippet within the <head> tag for each webpage where you need to replace phone numbers.
Please note that this JavaScript snippet is not only used to manage your DNI configuration, but any other integrations you may choose to enable as part of your campaign (Google Analytics, AdWords, DoubleClick Search, etc).
3
Installing DNI on Your Website
4
Using DNI to Optimize Return on Advertising Spend (ROAS)When using DNI, it is important to understand how granular you want your attribution. Attribution can be broad, such as measuring how many calls or text messages were made by consumers arriving at your website from an organic search listing. Conversely, you may need attribution at an individual keyword or campaign level.
The answer to this question will determine which DNI implementation method best suits your needs.
Channel Level TrackingChannel Level Tracking is best used in situations where you are interested in attributing a phone call to a specific lead source or channel.
Marketers typically choose this implementation when they are trying to measure which channels are most effective at driving phone calls (ex. Google vs. Bing). This DNI implementation method ensures 100% attribution because the tracking number is only ever shown to consumers when they meet your pre-defined criteria.
For example, a tracking number can be provisioned to measure all calls or texts that result from users visiting your website from an organic Google search. Because the tracking number is only ever shown when a user arrives from an organic Google listing, you can be certain that any calls to that number came as a result of that rule.
Use this implementation when trying to gain insight into:
z SEO campaigns
z Direct Website traffic
Campaign or Keyword Level TrackingCampaign or keyword level tracking is used to optimize your display advertising and search engine marketing efforts by helping you understand which campaigns or keywords are driving leads.
Using Telmetrics’ Smart Number Pool technology, a unique tracking phone number is dynamically inserted each time a visitor clicks through to the landing page from your paid advertising campaign. The moment the visitor calls the number, the response is attributed to the campaign/keyword by integrating with the tools that you are already using to manage your online advertising campaigns.
Use this implementation method when looking for granular keyword level attribution. Campaign or keyword level tracking is typically used for:
z Search Engine Marketing
z Display Marketing
z Social
z When optimizing an online marketing campaign to generate leads, it’s important to gain visibility into which campaigns or keywords are responsible for driving phone calls or texts. To accomplish this, you will need to use DNI with campaign or keyword level tracking. To ensure the best possible attribution rate for your campaign, there are some key pieces of information you will need.
5
How Long Are Users on Your Website?Knowing how long a visitor will be on your website is important because you will use this information to configure how long to wait for a phone call/text to occur after presenting a phone number to a consumer (session duration).
This duration varies based on the business’ vertical. For example, a visitor to a taxi cab company’s website may be active on the site for less than 3 minutes before making a phone call, while a visitor to a law firm’s website may spend 30 minutes or longer researching prior to making a phone call or sending a text.
Using a web analytics service such as Google Analytics, you can see how long a visitor is active on your site. To locate this value:
1) Log in to your Google Analytics account
2) Navigate to ‘Audience’
3) Retrieve the value ‘Avg. Session Duration’
With this information, you will be able to set the session match period when configuring your Number Pool.
6
How Much Website Traffic Am I Tracking?Before setting up your DNI configuration, it is important to understand the volume of visitors to your website. Telmetrics’ Smart Number Pool technology ensures that every number assigned will be permanently dedicated for the duration of your campaign, but to gain the greatest possible level of attribution you need to make sure that enough numbers have been allocated to your Number Pool.
Using a web analytics service such as Google Analytics, you can gain insight into your website’s traffic patterns. Knowing what your peak traffic levels are, and how long a consumer visits your site is essential in determining the quantity of numbers that you will need to ensure the best possible attribution rates for your marketing spend.
It is important to keep in mind that when you are assessing your traffic volume that you focus on the segment of traffic that you are looking to measure. Consider the following scenario:
z Peak hourly traffic volume: 1000 visitors
z Organic Traffic: 850 visitors
z Direct Traffic: 50 visitors
z Paid Search Traffic: 100 visitors
To optimize a Google AdWords campaign using DNI for the example above, the key metric is the peak number of visitors arriving at the website via Paid Search.
To retrieve this data from within Google Analytics:
1) Log in to your Google Analytics account
2) Navigate to ‘Audience’
3) Click ‘+ Add Segment’
4) Add the Segment ‘Paid Traffic’
5) Click ‘Apply’
6) Update your specified date range to include enough data to ensure all traffic peaks are included within your report
7) Update your view to see results ‘Hourly’
8) From the updated chart, review the results and retrieve the peak Paid Sessions per hour
7
Determining the Quantity of Numbers for Your Number PoolAt a minimum, we recommend that when creating a Number Pool that you assign 4 numbers with a session match period of 15 minutes. This configuration will be able to provide attribution for up to 16 visitors per hour, however as traffic volumes increase the quantity of numbers in the Number Pool must be adjusted.
Calculating Number Pool SizeOnce you have assessed your peak website traffic volume and average visitor duration, you will have all the information you need to determine the quantity of numbers for your Number Pool using this simple formula:
Number Pool Size =Visitors Per Hour
( )Average Website Visit Duration
60
Drawing upon an earlier example:Peak hourly traffic volume: 1000 visitorsAverage Site Visit: 15 minutesOrganic Traffic: 850 visitors Direct Traffic: 50 visitorsGoogle AdWords Traffic: 100 visitorsThe minimum Number Pool size to provide accurate attribution for a Google AdWords campaign would be calculated as follows:
25 Phone Numbers =100
60/15
8
Knowing When to Increase Your Number Pool SizeWhen website traffic volume exceeds your expectations, this can result in a condition called number pool exhaustion. As visitors arrive at your website, each is shown a unique number – and that number is reserved, awaiting a call. However, if too many visitors arrive in too short a period of time this can have a negative impact on your attribution rates.
To illustrate this point, consider the following example:
Pool Size: 4
Session Match Period: 30 minutes
Consumer A arrives at http://xyz.com at 12:00pm and sees (800) 222-2220
Consumer B arrives at http://xyz.com at 12:01pm and sees (800) 222-2221
Consumer C arrives at http://xyz.com at 12:02pm and sees (800) 222-2222
Consumer D arrives at http://xyz.com at 12:03pm and sees (800) 222-2223
Consumer E arrives at http://xyz.com at 12:04pm and sees (800) 222-2220
In this example, there were only 4 numbers in the pool, but 5 people visited the website between 12:00pm-12:05pm. As a result, Consumer E is shown the same number as Consumer A.
When this occurs, Telmetrics will flag Consumer A’s and Consumer E’s sessions. If a phone call were to occur to (800) 222-2220, we would be unable to determine which consumer it came from.
To be notified when this situation occurs, you can sign up for Pool Exhaustion notifications; or using the Telmetrics-Connect API, monitor for sessions where the Multi-Session indicator is set to TRUE.
While number pool exhaustion can occur from time to time as traffic volumes fluctuate, if you observe this occurring regularly we advise that you review your website traffic and increase the quantity of numbers in your Number Pool to ensure optimal attribution.
9
Auto-TaggingWhen configuring your online marketing campaign, ensure that you enable auto-tagging whenever possible. Auto-tagging will pass detailed campaign/keyword information via the URL when a consumer clicks on your paid ads. When the consumer arrives at your DNI enabled website, Telmetrics will collect that information and link it to calls or texts.
See the links below for details on enabling auto-tagging for some popular search engine marketing platforms:
DoubleClick Search: https://support.google.com/ds/answer/1752125?hl=en
Google AdWords: https://support.google.com/adwords/answer/1752125?hl=en
Bing Ads: https://advertise.bingads.microsoft.com/en-ca/blog/post/june-2014/auto-tagging-of-destination-urls-in-bing-ads
Google AdWordsWhen configuring a conversion within Google AdWords, remember to use Offline Conversion rather than Click-to-Call.
Within your Google AdWords account:
1. From the menu, select ‘Tools’
2. On the Conversions screen, click the “+ Conversion”
3. From the list of options, select ‘Import’
4. Select ‘Conversions from clicks’
5. Set a name for your conversion
6. Click ‘Save and continue’ to create your Conversion
Using DNI with IntegrationsWhen using DNI to optimize an online advertising campaign to drive more phone calls/text messages, it is highly recommended that you leverage our integrations to ensure that call/text details are made available alongside the rest of your campaign metrics.
10
Supported IntegrationsThe following integrations have been optimized for use with DNI:
11
Validating Your DNI ConfigurationTesting OrganicWhen using DNI to track calls originating from organic traffic, your corresponding DNI Rule will not contain any restrictions on when to perform number replacement. In this situation, simply navigate to the website page(s) and verify that number replacement has occurred.
Testing URL TriggersURL Triggers are used to replace a number when a consumer arrives at your website via paid search. In these cases, if auto-tagging is enabled a common URL parameter will be present when the consumer reaches your site:
http://abccompany.net/?gclid=CM2tjIS2otYCFY61wAod0k4Ptw
After deploying your DNI configuration, you will need to validate that number replacement is occurring. Depending upon your configuration, there are different techniques required to validate the number replacement is working properly.
While validating your DNI Configuration, remember to use your browsers’ private browsing mode to ensure cookies and cached pages do not interfere with your testing.
12
In the above URL, the parameter “gclid” was automatically inserted by Google and will identify the visit as originating from a paid search campaign. To simulate this for testing purposes, manually add the “gclid” parameter to the landing page URL to verify that number replacement is occurring.
When testing this scenario, it is important that the “gclid=” parameter be present in the URL. The corresponding value is not taken into consideration when determining whether to perform number replacement and can be set to any value you choose. Example:
http://abccompany.net/?gclid=1234
Testing ReferrersTelmetrics provides the ability to only perform number replacement when a consumer arrives at your site from a specific Referrer. To test this, you will need to use a special browser plugin that will allow you to manipulate your referrer:
1. Download the Google Chrome plugin “ReferrerControl”
2. Open the Referrer Control plugin
3. Under the “site filter” column, enter the website address that has been configured to use DNI
4. Under the “Referrer setting”, select the “Custom” option, and in the text box enter the domain you want to test
5. Navigate directly to your DNI enabled site to verify number replacement is occurring
13
Name Address Phone (NAP) ConsistencyConcerns over preserving NAP (name, address, phone) consistency on listings for SEO purposes can be a thing of the past with Dynamic Number Insertion (DNI) and the correct implementation of call tracking.
The first step is to set up a main line that that has call tracking enabled and is hard-coded to your website. If you don’t want to change your current number, we can easily port your existing number.
The second step is to use DNI with a number pool that is session-based. This will insert tracking numbers on ads, social media and all your marketing campaigns. Create rules for DNI, ensuring that Google organic traffic sees the hard-coded number on the site. You maintain clean and consistent NAP and still retain the ability to benefit from all of the rich insights and data that call tracking offers.