Black Friday PPC and Call Tracking: Guest Blog

Matt McGillicuddy, Head of Growth Marketing at Infinity, talks about how the implementation of call tracking can work alongside PPC to provide additional insights into user behaviour, and how this valuable information can be used to identify ways that the user journey can be better optimised, and customers better nurtured.

What is Call Tracking?

Call Tracking is a way to gain clarity over the online journey customers are taking prior to picking up the phone. This, in turn, helps businesses to make intentional rules and strategy updates to better identify high-intent customers, and approach and nurture them with this in mind.

How To Successfully Align PPC and Call Tracking

With call tracking, you get granular insights into which keywords and PPC ads are generating those all-important sales calls. With this intel, you can plough more resource into the activities you know will generate a return, and press pause on those that won’t, so your precious budget will work harder for you during this critical period.

You can take this a step further with a solution like Infinity’s Smart Match, which accurately links positive sales call outcomes to the PPC ads that drove them. Using this conversion data, you can guide the algorithm to get your top-performing ads in front of more customers that are likely to convert, guaranteeing a solid Black Friday return.

Find out more about how you can elevate and align your Black Friday PPC strategy here.

PPC and Call Tracking: Things To Consider

If we look at the Infinity Hub call data for the retail sector, there have been significant increases in call volumes over previous Black Friday periods with 2023 seeing a 41% increase in call volumes compared to the 2022 Black Friday period. What’s important to note is that, inevitably, not all these calls will be sales enquiries. Because Black Friday is so time-critical, you want to ensure agents are laser focused on converting callers to customers.

With call tracking, you have full visibility over the online journey customers are taking before they pick up the phone. With that intel, you can set up rules to identify the high-intent customers and push them to the top of the queue to complete their sale. On the flipside, you can also use call insight to identify friction points in the online journey to optimise customer experiences and self-serve options online, freeing up more of your agents to close more of those all-important Black Friday sales.

Final Thoughts

Failing to prepare is preparing to fail! Get to grips with what’s driving your most valuable sales calls ahead of the Black Friday deadline so you can ensure campaigns are totally optimised and your budget will work as hard as possible for you. With tools like Infinity’s Conversation Analytics, retailers can get their hands on the unfiltered truth from customers. This helps you understand what’s driving interest as well as highlighting any common doubts or barriers to purchase that might exist This helps you continuously refine messaging to create harder hitting campaigns that will ultimately drive more conversion.

By implementing call tracking, businesses can get a better idea of the pre-call journey that customers are taking, and use this information to best optimise the journey going forward, understanding and nurturing customers effectively.

As a specialist PPC agency, Circus PPC are well versed in strategising for clients to ensure that they are best set up for success during peak periods such as Black Friday. From cross-channel alignment and effective tracking, to budget efficiency and ad copy – Circus PPC Agency are experienced in helping clients to see desired results, often exceeding expectations.

For more on ensuring your PPC strategy performs effectively during the Black Friday period, download Circus PPC’s Black Friday Blueprint here.