The name “Dynamic Number Insertion” sounds intimating.
When I was first pitched this type of trackable number, my initial thought was to instantly hand the project off to my developer.
But I’m happy I decided to implement the entire process myself because it helped me realize how much of a game changer this phone tracking technology will be for my PPC clients.
In case you’re unfamiliar with Dynamic Number Insertion, it’s a process that marketers use to measure the impact of digital efforts on inbound phone calls. When a lead clicks through to your site from any advertisement, dynamic number insertion technology displays a number that’s unique to the specific search engine, web page, keyword, or other source the traffic came from.
The reason this is so valuable from a PPC perspective is because it paints the entire picture of how your keyword is performing, and it allows for marketers to make data driven decisions that would not be available without this tracking capability.
Speaking of painting, let’s look at an example of how my agency was able to implement this Dynamic Number Insertion process for a painting company to improve their PPC performance.
Implementing Dynamic Number Insertion
Within Adwords, it might say that my cost per conversion/lead on the keyword “Dublin Commercial Painting Company” was $50 per lead. But again, this doesn’t tell the entire story since phone calls aren’t taken into consideration. This is why dynamic number insertion is so valuable.
By integrating the DNI within Google Analytics, I’m able to see how many phone calls (over 30 seconds) were generated from the “Dublin Commercial Painting Company” keyword. It ended up that by having this data at my fingertips, I know that our cost per lead dropped in half to $25 per lead based on the call volume coming from AdWords.
Without this phone call keyword data, I would have likely paused this campaign because it was a “fringe keyword.” Instead, I’m going to invest more money into it because I’ve deemed it as a top performer.
The main thing to take away from this article is that if you don’t have dynamic number insertion for your PPC campaigns, then you’re not painting the entire picture of your Adwords performance. Dynamic number insertion provides more data and gives you a better idea about how well your campaign is performing so you know whether or not your campaigns are successful and profitable, which also means you can report more accurate results to your clients.
About the Author
Jason Parks is the owner of The Media Captain, a Digital Marketing Agency based out of Columbus, Ohio, that offers online advertising, SEO, social media, web development, and video production services.