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I am going to recommend for the pages to be optimized and while we wait for the search engines to find these pages to do a PPC campaign.
The site does not currently have online trading and people will phone the sales department to make an order, which is the same number advertised in other ways (newpapers,mags, ect).
I can see how many people have clicked though to their site for a keyword. But how do I judge how worthwhile the campaign is going? How can I judge or show how many new orders a PPC campaign brings in?
How do other people sell a PPC campaign when it can be hard to measure the results? should we be asking the sales people to ask the customer how they found out about the client?
Use a different 800 number, for the web site, and then track the inbound calls.
If possible, use one 800 number for the PPC stuff - and another, for the 'regular site' that is shown in the natural SERP's.
To add to that, tell the people for the PPC campaign - if the extra phone # isn't an option, to call in for the 'special offer #12345' so that the sales folks know when they get that offer code, it's from the PPC stuff.
I'm sure some other folks have a few ideas to throw out there as well ;)
What we have is a $10 off coupon on the website that people can print out and bring into the office. Those are counted up each day and we can tell where the clients are coming from.
We've found that about 75% of office visitors who found us via the web print out the coupon, and about 75% of those remember to present it.
If they do any type of ordering online then you can track that by using a service such as adminder.com to tell you the route each user/viewer takes through the site.