Advocado & Vonage: Linking Online and Offline Data for a Consistent Customer Journey
Who we are
Built by marketers for marketers, Advocado empowers advertisers to join the dots between sales and their broadcast and digital campaigns, even when sales happen over the phone. Through native integrations with leading ad platforms, CRMs and analytics tools, Advocado helps advertisers optimise their ad spends.
How we work with Vonage
By allowing customers to utilise Vonage directly, customers of Advocado save money on call tracking. Advocado’s TraaqrSMB call tracking platform offers enterprise-level call tracking with a Freemium & BYOT model by integrating Vonage programmatic voice APIs. By cutting out the middleman, customers can expect to pay significantly less per number and achieve better results in purchasing fewer numbers.
Use Case: Online / Offline Call Tracking with CRM integration for conversions and offline conversion uploads to Google Ads & Facebook
Wellex wanted to know more than which sources (such as paid advertisements, blogs, social media posts and other marketing efforts) were driving calls; in addition, they wanted to know which keywords, ads and organic posts were driving revenue. They wanted to determine which campaigns were sending the most qualified leads to their offices and which were resulting in sales. Only then could they get a true picture of their company’s ROI.
Traaqr SMB is orientated around sales. There’s a common misconception that having a high volume of web traffic or telephone calls will lead to more revenue, but that’s not always the case. Indeed, a better way to gauge a company’s success is to determine how effective its marketing content is in producing sales. Traaqr SMB monitors every step of a customer’s journey to a sale, and then some using these three differentiators:
- Attribute where a call originated from: This process, referred to as call attribution, makes sure that a company can determine the effectiveness of their marketing endeavours. When someone calls your office, Traaqr lets you know how they arrived there. Also, Traaqr software informs the employee taking the call how long a potential customer viewed certain ads, what web pages they were on, and other pertinent information that an employee would normally be forced to ask to discover. Instead, they can focus on making the sale rather than gathering intel – because Traaqr has already done it for them.
- Track the Success of the Call: A phone call received does not equate to success. Rather, a sale is valued within the system differently from a lead that didn’t generate revenue or a call that didn’t even produce a lead. Traaqr’s software separates the calls that led to revenue from those that didn’t. And because Traaqr uses unique tracking numbers associated with each unique visitor driven from an ad, post and marketing campaign, a user can tell which ones are most successful – in tangible figures like pounds and pence.
- Actively Optimise AdWords: For most companies, it would be a great boon simply to have the knowledge of which online ads were driving sales, rather than merely calls. However, Traaqr goes one step further; after an employee registers a successful call within their CRM system, the software then optimises the ad performance which generated it automatically. Traaqr can accomplish this because of its unique design. Unlike other call tracking programs, Traaqr’s software communicates directly with Google AdWords through its API (Application Programming Interface). Because Traaqr goes this extra step, Google treats this offline conversion as if it were an e-commerce transaction – which then enables Traaqr to use Google’s own quality score optimisation in its analytics. The long and short of it is, without having to do anything besides installing the software, Traaqr actively improves advertising results.
Wellex produced some incredible results. After 6 months of implementation, Wellex achieved a 54% increase in sales, while managing to cut their AdWord spending by 34% at the same time. Traaqr enabled a business to increase sales while decreasing spending on advertising.