Over a 6 month period, we tracked the phone call activity that was received through pay-per-click (PPC) ads for a particular client. As we monitored the calls coming directly from PPC Ads, we were able to adjust advertising spend and ad delivery for a better ROI for our client.
The first slide shows how call activity increased from January through June. As call activity from the PPC ads were tracked during January and February, we noted consistent daily phone calls. This was a strong indicator that the PPC Ads were leading people to the site and they were taking an action by calling the company. For the month of March and April we recommended a budget increase, which in turn increased the number of phone calls received. We continued this recommendation of increasing the PPC budget through the months of May and June.