Smart bidding strategies with Call Tracking
by matelso

There are numerous possibilities, media and channels marketers can use to increase sales. Using Google Ads is the most common.

We therefore want to share a little insight into the most useful and effective bidding strategies using Call Tracking.


CPA target

Thanks to the CPA (Cost Per Acquisition) target, marketers always have their costs under control and this is therefore a very popular bidding strategy. Since significantly more targets are reached with additional call conversions for the same budget, the Google algorithm can play out ads more often than with pure clicks.

Those who have a homogeneous product portfolio are well advised with this strategy. However, in reality, the value of a lead can vary anywhere between €5 and €5,000 and the CPA target does not take this bidding variance into account.


ROAS target

The ROAS (Return of Advertising Spend) target can certainly be seen as an extension of the CPA target, but here the revenue generated by a lead is also taken into consideration.
In the case of bidding, the algorithm not only takes into account the probability of sale, but also the sale total – an important factor when handling a broad product portfolio.

For Call Tracking, there are three sensible variants for turnover transfer here:

  1. Defining fixed conversion values, depending on the respective department or product URLs
  2. Evaluating the call and/or turnover, with information entered by the sales representative via telephone keypad
  3. Integrating into CRM systems with subsequent Google Ads commercial fee.  
  1. Defining fixed conversion values, depending on the respective department or product URLs
  2. Evaluating the call and/or turnover, with information entered by the sales representative via telephone keypad
  3. Integrating into CRM systems with subsequent Google Ads commercial fee. Example: 

The advantage of the ROAS target is the flexible approach offered by the bidding system; the more conversion data available, the better Google Ads performs.


Maximizing conversions

The name says it all – maximizing conversions with Call Tracking is a strategy that will increase your call numbers and make full use of your daily budget. 

However, in practice, we have seen that while the budget is completely exhausted, the significant increase in the number of calls is not necessarily matched by a corresponding increase in the quality of the leads gained.


Maximizing conversion value

This strategy can significantly improve lead quality in addition to increasing call volume. In this instance, the daily budget is also fully utilized; clean tracking and dynamic turnover transfer (CRM integration) are minimum requirements.

Those who focus on fewer but larger revenue generators may find this to be the more suitable strategy.


What strategy would the author recommend?

While we should be aiming for the ROAS target, experience shows that collecting data is key, especially in the beginning. For those with time on their side, they should start by "maximizing clicks" for 30 days, then spend another 30 days "maximizing conversions", and subsequently implement CRM integration for the ROAS target to begin from this point onward. With the appropriate experience, the CPA target can also be used in the second month, but it must first be defined realistically.

Seit 2006 gehört matelso zu den führenden Anbietern moderner Call Tracking Technologie. Frei nach dem Motto: "Alles aus einer Hand" bietet matelso neben dem Tracking mittels Scripten und Cookies auch den komplexen Bereich der Telefonie und Rufnummernvergabe an. Über matelso Call Tracking Technologie geroutete Anrufe greifen auf die bestmöglichen Infrastrukturen zurück und die komplexe Abwicklung der Rufnummernvergabe wird mit Hilfe des matelso Control Panels kinderleicht und vor allem rechtlich abgesichert. Die matelso GmbH ist eingetragener Carrier in Deutschland, Italien, Österreich, in den Niederlanden und der Schweiz. Die Nutzung der Call Tracking Technologie von matelso ist zu 100% DSGVO konform.

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by  matelso