How would you track this? (creative minds needed)

[boatboy]

I am doing the SEM for a local plumber.

After thinking about setting up multiple tracking numbers I decided not to because it would hurt local SEO. See Be Wary Of Call Tracking Numbers In Local Search

The author actually replied to an e-mail I sent, asking if I set up multiple phone numbers would it be detrimental to local SEO, and it would.

My client has said that they will screen the calls to find the exact location of where they came from (i.e. online or offline)

However, it doesn't take much to throw this method off. (person answering phones gets lazy and doesn't ask making my lead cost go higher)

It's tough because in my Adwords I will only see clicks and really no clear-cut way to see conversions. I will have to reply on the human element (person asks where they found the plumber) which is often shaky.

I figured I will just look at CTR & clicks, but if one keyword is killing it with appointments I will never know.

Any insight on how I can measure conversions & effectiveness?

 

[dchuk]

Didn't you already start a thread about this topic?

If you don't want to start using a new phone number because you think it might hurt local stuff, then implement a click to call system on the page. Otherwise, get a tracking number with the correct area code and use that for everything on the internet. Many businesses have more than one phone number, and places like Google Voice own the numbers instead of clients, so I can't imagine this being as big a problem as you think it is.

 

[phyrcom]

You could offer some kind of coupon on the site, like for 10% off the plumber's call out fee when they quote a certain code. That way it there would be an incentive for the caller to make sure the person answering the phone knows they found him through the site. Also, you could make them fill in their details on the form before you give them the code. That way you can ask your plumber if he did any work for Joe Bloggs or whoever

 

[boatboy]

could I put the conversion script in the "click-to-call" script?

 

[dchuk]

could I put the conversion script in the "click-to-call" script?

What do you mean, like the conversion tracking code? With click to call systems, you should be given some sort of hook or instruction that will help you plug it into your analytics system.