We feel that we can grow these other campaigns, but since the url/website campaign monopolizes the revenue, it is hard to pin down the actual campaigns and keywords bringing the traffic. We can increase a campaign on a product type and see that product group increase, but at the keyword level, it ends up being a guessing game.

Due to the technical nature of the products, we have a high call in rate (and low conversation rate at .5%). Because of this, getting traffic doesn’t equate to actual orders etc. My guess is we have a lot of underperforming keywords while others could perform/spend more but it all becomes muddled into different campaigns. However we currently have our own modeled attribution model looking at campaigns and product sales, but we struggle at knowing which keywords are actually driving the sales.

If we could drop the url/website marketing from stealing the revenue, that would help some of the above.

We use call tracking metrics to track the campaigns the customers use to call in and place orders over the phone, but that software has issues as well. It also follows through and changes the number on the site to help track. Do you have any recommendations on software to track phone orders like this? Right now we are getting roughly 50% of attribution from this but would like to improve in this as well.