An article posted by Bill Dinan, president of Telmetrics, on Search Engine Land, addresses one of the recurring problems confronting Yellow Pages – how can we track the specific search engine, Web page or keyword that generated an inbound phone call using tracking numbers?
The answer is Dynamic Number Insertion (DNI) which can measure the performance of online advertising campaigns and the impact on call volume. At the most basic level, DNI seamlessly replaces select contact phone numbers on a web page with call tracking numbers, which allows advertisers to measure volume. Combined with pay per click programs, DNI can help complete the online advertising performance picture by clearly outlining the results of advertising campaigns both online and by phone.
The overall benefits of DNI are simple: DNI provides advertisers greater visibility to the source of inbound calls and allows advertisers to track the performance of specific ads and/or keywords. With the ability to capture the full value of online advertising initiatives adding call counts to the traditional click count approach to online campaign performance, advertisers can optimize their spend and move underperforming keyword-search engine ad buys to more successful combinations.
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