How Search Marketers Can Drive Performance Campaigns On Facebook

Search marketers that want to test new social campaigns or build up existing ones no longer need to sit at the fork in the road trying to determine the correct way to turn. Webtrends, which last year acquired social media company Transpond, built a platform to support Facebook marketing. The free version of Webtrends Social, formerly Webtrends Apps, doesn’t offer all the bells and whistles of the paid version, but can give search marketers a taste of integrating social with search campaigns.

To drive performance campaigns on Facebook, Webtrends VP of Social Peter Yared suggests building a Fan base and then marketing to it through a like-block campaign — a social ad campaign that doesn’t allow visitors to see or access the exclusive content unless they first “Like” the brand on Facebook. “Brands can get a 7 times conversion rate when they run a Fans and friends of Fans campaign, rather than running a random Facebook targeting campaign,” he said.

Webtrends Social allows marketers to compare their brand to competitors. Nike can add Adidas and Skechers to the list, for example. The platform now offers page dashboards and wall management, along with tools to build, customize and get branded apps to market quickly with drag-and-drop features. Social marketers can now build, promote and manage their Facebook presence without having to write one line of code or integrate disparate tools.

Webtrends plans to offer the same services for Google+ when Google makes available an open API to third-party software developers.

Aside from the free self-service version that allows marketers to support one page and one application, Webtrends offers a mid-tier platform for companies with less than 100,000 fans at a price or $250 per month. That platform allows marketers to support unlimited apps. For brands with more fans, the enterprise offering for $3,000 monthly includes the ability to build campaign funnels to track conversions.

Webtrends Social allows marketers to go to the company’s Web site, click on the application and begin using it by relying on user interface controls similar to those in Photoshop and PowerPoint. These features enable marketers to quickly create custom layouts and designs.

The suite also offers analytics from all of Facebook’s data sources such as Graph API, Insights API and the exclusive Ad API.

Yared said Webtrends will integrate multichannel campaign attribution and metrics, along with analytics and measurement, into the product suite. “You can see the beginning of the attribution model in the ads to apps program available today,” he said.

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Call Tracking Metrics Introduces Keyword Level Tracking

Annapolis, MD (PRWEB) July 27, 2011

Call Tracking Metrics is excited to announce the launch of a new marketing feature available through their call tracking tool. Call Tracking Metrics is a service that helps users determine which marketing channels (i.e. paid search, Facebook, Twitter, etc.) are bringing customers to their websites and resulting in a call to their business. The new feature, “Visitor Insights,” incorporates the final element of the SEO marketing cycle: keyword level tracking.

Visitor Insights

Call Tracking Metrics’ new feature, “Visitor Insights,” goes beyond marketing channels to allow users to track which keywords are working most effectively to draw customers to their websites and result in a call to their business. According to Call Tracking Metrics head developer Todd Fisher, “Marketers are always trying to figure out which keywords to focus and spend money on when running paid or organic search campaigns. The big question is: Which keywords are generating calls for my business that result in a sale? Our Visitor Insights tool takes away all of the guesswork. For that reason, Visitor Insights is a powerful instrument for reducing advertising costs.”

The best part about Visitor Insights is that it is included in Call Tracking Metrics’ already extremely low pay-as-you-go pricing model. Visitor Insights will automatically track the keyword that generated the call when a user sets up any organic or paid tracking source.

How it Works

When Call Tracking Metrics users visit their Call Log, they will see a column entitled “Keywords.” When a specific keyword is clicked, the Visitor Insight data will open. The data will show users a list of their keywords, telling them how effective each keyword has been in generating traffic to a website that resulted in a call. The likelihood of keyword effectiveness is displayed as a percentage; the higher the percentage, the more likely that the keyword resulted in a call. For instance, if keyword A had a percentage of 75, and keyword B had a percentage of 10, the user would know that keyword A was most likely the search term that generated the call. Visitor Insights also allows the user to view which pages on the website the customer visited before or during the call. Visitor Insights allows users to easily collect keyword data and analyze patterns to determine which keywords are most effective at generating calls.

Call Tracking Metrics’ developers have created a backend analytics system for determining keyword effectiveness. The system is able to track which keyword is connected to a call by correlating geography of the customer performing the search to the geography of the caller, and time of day for both the click and the call. Using these primary data points, the formula also factors in numerous other elements to determine the likelihood that keywords are working to generate calls.

Customer Success Story

Call Tracking Metrics customers have already been able to see the benefits that Visitor Insights provides. A current customer, Mercedes-Benz of Greenwich, had this to say, “Call Tracking Metrics is intelligent, elegant, and effective! We were able to cut our AdWords budget by 50% while maintaining the same inbound call volume. Everyone at Call Tracking Metrics is readily accessible, and the custom-tailored solutions they provide are priceless. Partnering with Call Tracking Metrics will enable you to maximize every advertising dollar spent and allow you to focus on making your business as profitable as possible!”

When the Visitor Insights data is used in conjunction with the other Call Tracking Metrics data, it presents marketers with a complete picture of how a customer goes online, finds their business or organization, and completes a call. Marketers will now know exactly which organic and/or paid keywords are generating high call volume. They will know exactly how, and where, to spend their precious marketing dollars to get the most return on their investment.

Try keyword level tracking for free by signing up for a free trial account. The free trial account does not require any credit card information and allows user to access all of the features that are included in an upgraded account. For more information on Call Tracking Metrics, please contact Kate McLellan at (877) 237-4488.

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For the original version on PRWeb visit: www.prweb.com/releases/prweb2011/7/prweb8672601.htm

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