Case Study: Google Adwords Call Extensions Effect On Local Lead Generation

Posted by Ad Hustler | Posted in Case Studies, Local Online Advertising | Posted on 28-03-2012

Whatup my peeps?

Ad Hustler is back with a pretty interesting case study.

The Backstory

I have a local client (local traffic but located halfway across the country from where I am) who I’m running a campaign for.  The client is a national chain but locally franchise owned.  For this reason, we were unable to create a landing page and track all of the leads that the client was getting because corporate requires that the franchise owner uses the main corporate domain for all advertising purposes.  This ruled out traditional lead gen type pricing so they opted to hire me on a retainer.  Although I could easily just collect their money from now until eternity, I like to be able to offer true results.  I pride myself on it.  Local businesses are usually very focused on phone calls so this presented a bit of a problem since I had no way of editing the corporate site to replace the phone number with a tracking number of my own.  I decided to use Google Adwords Call Extensions, just to see if by adding the phone number using a call extension gave me any trackable results whatsoever.

The Case Study

This case study doesn’t focus on the entire campaign that I am running for the client.  What it focuses on is how the call extensions performed as a trackable metric for an otherwise untrackable campaign.  Although the call extension is able to run with every ad in my account, Google picks and chooses when it actually shows the call extension to a searcher.  Below you will find 2 weeks worth of stats for only ads that displayed WITH the call extension and my results.

Impressions: 4,970
Clicks: 294
Click Through Rate: 5.92%
Avg CPC: $0.46
Cost: $135.24
Trackable Phone Calls: 60

REMEMBER: THIS is only phone calls that occur BEFORE the click, not once they land on the website which is bound to be plentiful as well.

Something interesting to note here is that Google is supposed to track how many calls your receive if someone click-to-calls and track those within your account.  They track me as zero click-to-calls, hence each phone call I recieved actually converted off of a FREE impression, rather than a PAID click.

Another thing to note is that these phone calls are CHEAP.  The average call is costing only $2.25.  If you were selling these on a per-lead basis they could be quite profitable.

Conclusion

If you are running a local lead gen campaign DO NOT FORGET AD EXTENSIONS.  Let me repeat: DO NOT FORGET AD EXTENSIONS!  Not only can you get results like this off of very little spend but they make your ad stand out from the rest, driving up click through rate and driving down cost per click.  If you are using a landing page and tracking all the calls to charge on a per lead basis, you can add these ad extension phone calls onto your reports and create better results for the client and more monies in your pocket.

Anyone else have experience with ad extensions?  Please Share!

Ad Hustler | Subscribe To Ad Hustler

Managing Time When Working on Multiple Projects

Posted by Ad Hustler | Posted in Affiliate Marketing, Doing Business | Posted on 19-03-2012

I’m often working on a lot of projects at one time.  I’ve been asked how I manage multiple projects.  Now, i’m not saying that i’m the BEST at managing time.  I can get just as distracted as the next guy but this is my typical process.

I use a handwritten list of things that need to be done.  The list has two columns.  Status & Task.  Once the task is completed I put an X in the status column and highlight the item.  The goal is to have the whole page highlighted by the end of the day.  At the bottom of the list I have 3 grey rows for urgent items.  I print out 30 days worth of task lists so I can assign things to certain days.

Tips:

  • Work on one thing at a time.  Try NOT to multitask.  I find when I work on one thing at a time I tend to get more done.
  • Close all windows on your computer that you aren’t using.  Open windows make me more easily distracted.
  • Keep your workspace clean.  I get more done with a clean desk and a clean desktop.
  • Don’t listen to music.  I tend to get more done in silence.
  • Get the annoying tasks that you want to procrastinate on done first.  It helps motivate you to get through your whole task list.
  • Avoid sites you DON’T need to be on to get the job done.  Designate a certian amount of time to BSing on the sites you love.

Have anything to add?  Share in the comments!

Ad Hustler | Subscribe To Ad Hustler

Marketers Ball Ad Tech Is Coming – April 3rd – Are You Ready?

Posted by Ad Hustler | Posted in Big Pimpin' | Posted on 13-03-2012

You all know Marketers Ball/Affiliate Ball are my favorite industry parties.  Here’s the scoop on Marketers Ball San Fran:

The Marketers Ball is coming back to Ad Tech in San Fran.  Having an epic year with huge name artists, most recently having Nelly perform at their other event The Affiliate Ball, the Marketers Ball just signed Too Short to come back for an encore performance.

“Too Short is a Bay area legend.  He’s got tons of hits dating back to the early days of hip hop and he’s still on the charts today.  He’s got a new album that just dropped last week with big artists like 50 Cent, E-40, Twista and more on some of his tracks.  The crowd loved his performance so much that we had to have him come back to perform a longer set.”  ~Darren Blatt

You never know who will show up to perform as this party always has surprises.  Their other party, The Affiliate Ball was featured on TMZ last year when other legends showed up and performed with Doug E Fresh on stage.  Yes, this is a private industry party that gets seen on the world map!

This years event is at the same venue as last years Ball, 1015 Folsom on April 3rd.  They are expecting over 1500 to 2000 guests.  As Too Short would say, “Get in where you fit in”.

You can RSVP here http://marketersball.com/registration.html

Sponsorship’s are still available, contact Darren at darren@marketersball.com for details.

 

How’s Everyone Doing?

Posted by Ad Hustler | Posted in Ad Hustler | Posted on 02-03-2012

Hey, wanted to pop in and see how everyone’s doing…I know i’ve been quiet.  Working on a ton of projects at once takes a lot out of me and I haven’t been inspired to write.  Are there any topics you all would like to read about?  Leave me a comment, try to inspire me!

Ad Hustler | Subscribe To Ad Hustler