There are not many companies that don’t use paid search to generate sales or interest in their organisation these days.
Pay-per-click advertising through Google Adwords for example, can often be effective if regularly maintained and updated, but it can also be quite costly – especially for small and medium enterprises (SME’s). Also, it’s sometimes difficult for companies to work out whether they are getting a worthwhile return on investment (ROI).
There are however, 2 simple, cost-effective ways that businesses utilising paid search can save money and justify the value of their ad campaigns.
One way is for them to include a memorable non-geographic telephone number (e.g. 0845) in their paid listing that is dedicated to that specific advert only. This makes it possible for potential customers that have seen the ad to dial the 0845 telephone number before clicking through to the website (which costs the business money – even if they do not make a sale). Also, it could be that the business owner or a sales person closes the deal more effectively than the website alone.
Another tip, which enables a business to evaluate the success of a paid search campaign, would be to advertise a dedicated non-geographic number on its website.
By using a non-geographic number, like 0845, potential customers will not judge organisations on their actual location, which means that it is possible for them to gain business where they have no physical presence (an important element of advertising on Google UK and the internet as a whole).
The beauty of non-geographic numbers like 0845 numbers (http://www.windsor-telecom.co.uk/0845-numbers.php) for example, is that it is incredibly simple to attach online call statistics packages onto them so that companies can track how many callers have dialled the number. This would make it straightforward to work out whether the advert is working or not and whether they are getting a worthwhile ROI.
Additionally, some Call statistics packages (http://www.windsor-telecom.co.uk/call-statistics.php) detail the geographic location of all callers to that number – this can help marketers and company bosses evaluate where in the UK their campaigns are successful and where they should be concentrating their marketing efforts.
Combining paid search with non-geographic numbers (http://www.windsor-telecom.co.uk/marketing-numbers.php) would seem to be a way for businesses to smarten up the way they advertise online. It enables companies to work out which campaigns are working for them and therefore what marketing activity is best value for money – a crucial outcome in the current economic climate.
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