IVR

The Benefits of Optimising IVR Calls into Google Ads for Business Productivity and Profitability

Interactive Voice Response or IVR calls have been used by businesses for many years. It is a technology system in which a caller interacts with a voice system, providing verbal responses, without having to speak to a ‘real’ person on the other end of the line. An over-the-phone self-service, so to speak. Google Ads enters the equation by providing data from these calls to the business.

The importance of the call data for the business is the different tracking capabilities – for example, the duration of the call, beginning and end times of the call. The business can accurately record call data, optimise functionality and assist with troubleshooting.

There are some phenomenal benefits to optimising IVR calls into Google Ads, especially when it comes to boosting business productivity and profitability while improving customer service.

What are the key benefits of capturing a caller’s IVR input and optimising through Google Ads?

Understanding caller intent (which department did the customer select to speak to) and using it for bid optimisation
Bid optimisation plays a huge role in ensuring online campaigns perform well across the board and are tailored to the particular marketing strategy of the business. When we understand the intent of inbound callers, we can optimise bids to suit their needs, boosting both customer experience and marketing efficiency and effectiveness.

Routing the call to the optimal termination number
This is the process of ensuring inbound calls are directed exactly where they need to be. By capturing a caller’s IVR input, we can better route the different types of calls received to the right agents, providing a more streamlined customer journey and increased productivity and profitability within the company.

The ability to play call recordings
Implementing a call recording functionality can be part of the process of capturing IVR input. It allows the business to not only maintain full transparency on both ends of the call, but it can also provide priceless data and insights into the patterns and behaviours of customers, especially when implemented in conjunction with a voice to text functionality and Google Ad integration.

Automation
Possibly the most obvious benefit of IVR is the level of automation, freeing up the time of employees and agents, ensuring they’re only being connected with calls that are going to be within their wheelhouse to deal with. There’s also no need for someone to be employed to route the calls manually, meaning less room for human error and more finances saved to spend elsewhere.

It’s easy to see why so many companies are tapping into IVR optimisation!

We’ve put together a handy guide that contains all the information you need to start optimising your IVR calls into Google Ads. This is vital information for all Universal Analytics users, considering now is the best time to make the swap over to Google Analytics 4, before UA is no longer available in mid-2023.

If you have any questions or queries about Optimising IVR Calls into Google Ads, please don’t hesitate to reach out.

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