I was talking with a client today and we were discussing the comparitive return on investment (ROI) of their Yellow Pages/Yell spend and their Google PPC campaigns.
Here are the headline numbers :-
| Total Spend | No. Click Thrus | |
| Yellow Pags/Yell | c. £18,000 | 840 |
| Google PPC | c. £14,000 | 6,460 |
Now, the big problem with this quick analysis is that it does not include the number of phone calls to the law firm on top of the number of click thrus. My client was arguing that they have a "good handle" on the number of phone calls to their offices, but when pushed could not really come up with any numbers that we could add to the number of click thrus above.
It's for exactly this reason that we are teaming up with Ruler Analytics to provide a package of services to law firms to better track the sources of phone calls to their office.
This article dovetails neatly with our blog posting the other day regarding the national law firm who is doing something similar by swapping the phone number on their website depending on whether you find them via Google PPC or Google natural search.