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Keyword-Level Call Tracking

Keyword-Level Call Tracking

How can I track inbound calls on a keyword level?

Do you run PPC adverts and sometimes wonder, I wish I could monitor inbound calls based on keywords? Well, with keyword-level call tracking, you don’t need to wonder anymore. 

PPC call tracking is an absolute must for any paid media marketer. When users are coming into your site via paid ads, you need to ensure you can connect inbound calls to these anonymous website sessions. Even more importantly, you need to be able to connect this data to the full customer journey. 

Keep reading to learn what keyword-level call tracking is, why it’s important and how you can use Ruler to achieve PPC call tracking on a keyword level.



What is keyword-level call tracking?

Keyword-level call tracking is a way for marketers to get better insights into their PPC campaigns. It’s one aspect of PPC call tracking that allows marketers to get granular with their data. 

Paid advertisers will be able to see which keywords are driving the most inbound calls. And, with the right software, which of those calls go on to convert into sales. Essentially, keyword-level call tracking allows you to identify your most lucrative keywords across your PPC campaigns and channels. 


Related: Read our complete guide to PPC call tracking if you’re looking for something more holistic. 

Why is keyword-level call tracking so important? 

PPC call tracking is a must for any business spending budget on advertising channels where they tend to see website visitors convert via phone call. If you work in B2B, for example in the legal industry, or retail, professional services, finance and more, you’re more likely to see more inbound calls than website conversions. 

P.S. Want more insight on how users interact with businesses on an industry level? Download our Conversion Benchmark Report to see key conversion data and trends across 14 major industries. 

There are a few reasons why keyword-level call tracking is so important. Let’s break it down into two key ways it can support your paid advertising’s impact on your bottom line. 


PPC call tracking is a must, keyword-level tracking allows you to get granular 

Hopefully, you’re already using or considering using a PPC call tracking tool. Call tracking software allows you to track the number of inbound calls to your business. But, even better, it allows you to track their source. 

So, when you set a campaign live, you can accurately attribute which calls came from which channel. 

Keyword-level tracking allows you to take this to a whole new level. 

By integrating a keyword-level tracking tool, you can ensure that you’re attributing calls to the corresponding keyword on PPC. 

This will help you: 

  • Attribute calls to keywords 
  • Understand which keywords drive low traffic but high calls and vice versa 
  • Optimise your marketing for leads 


Keyword-level call tracking with the right tool allows you to attribute revenue too

If you integrate your PPC with the right keyword-level tracking tool then you can attribute revenue back to your PPC keywords too. 

How does this work? Well, if you use a marketing attribution tool that can speak to your advertising channels, then you can essentially track through the entire customer journey

This means you can: 

  • Still attribute calls to keywords 
  • Understand which keywords drive traffic, which drive calls, and which drive revenue 
  • Optimise your marketing for revenue 


Ok, so we know a bit more about keyword-level tracking software now and why it’s so important, but how do you get started? 


How to implement PPC call tracking on a keyword level 

The key to implementing keyword-level call tracking so you can track inbound calls and how those leads move through to revenue is marketing attribution.

Ruler Analytics is a must-use PPC call tracking tool. But, it goes beyond just PPC and call tracking. 


With Ruler, you can track any channel and any conversion. 


Let’s look at how it works. 


A user visits your site for the first time via a PPC advert. Ruler takes note of which campaign, ad and keyword the user searched. 


But the user doesn’t convert this time. 


In fact, they visit three more times. It’s on the last session, a direct search, that they call your business. 


Now, if you were just using a regular PPC call tracking tool, this inbound call wouldn’t be attributed to the full customer journey. Instead, you would see it attributed to direct which doesn’t mean much to your marketing team. 


They didn’t convert via the PPC ad, but we know it still played a role. 


With Ruler, you can see this lead’s full customer journey. And, when they close into revenue, you can accurately attribute that revenue back to the relevant channels, campaigns and yep, keywords. 


So, you can better understand which keywords are helping drive traffic, which are driving leads and which are driving revenue. With that data, you can optimise your paid advertising to drive more revenue by turning off low-impact keywords. 


Sound good? 


See the data in action by booking a demo. Or, better understand how Ruler can track your online leads and offline sales and accurately attribute them by downloading our closed-loop marketing attribution guide