Landing Page vs Call Tracking

[SCW]

It is important for this particular client to maintain a single phone number for brand recognition.That being said; the client also utilizes radio advertising on occasion to announce new products or special promotions. I would like to track response to radio campaigns without call-tracking numbers. I am considering setting-up a separate easy-to-remember domain (the primary domain is quite lengthy) to use as a landing page for a new service the client has launched. I have created a topically relevant page for the new service on the client's primary domain and have achieved excellent organic placement.

What might be the best approach to capture response to radio advertising and track PPC conversion metrics? 301 the landing page/domain to the relevant page on the primary domain OR use the separate landing page/domain as a lead capture page with a simple form and option to click-through to the primary domain?

As always, I am looking-forward to your helpful suggestions

[MiriamEllis]

Hi SCW,

Good questions! My response will be in 2 parts.

Part I:

Are you avoiding the use of a call tracking number in the radio campaign because such numbers are taboo on the Internet for local businesses due the NAP consistency issues they create? If so, I want to clarify that it's okay to use call tracking in offline campaigns - just not online ones. Thought I would mention this because it's such a frequent concern.

Part II:

I do not recommend creating a second website for any local business. Why? Because if Google finds the complete or partial business NAP on a second website that does not match what you've entered as the URL in your Google+ Local page, it can create a loss of trust in their own data about your business. You don't want this to happen. Because of this, I return to the suggestion of a call tracking number for offline campaigns. But, if this is not possible for some reason that has nothing to do with NAP, then could you possibly set up a page on the authoritative website tied into the radio spot to help you track conversions?

[SCW]

Hi Miriam!

Part 1: Yes. I am aware; however, the client "feels" the number is part of his branding, and it has been utilized across all marketing campaigns for years.

Part 2: Agreed. Multiple and/or convoluted NAPS across various domains are a recipe for trouble in Local search. That's why I was thinking of establishing the short/catchy domain to be mentioned in the radio spot. Upon type-in, the landing page could either 301 to primary or have an obvious link to primary - no NAP necessary - as do not care about ranking in this case.

I am thinking analytics would still count the 301 as a referral? (If setup that way.)

Thanks again for your time and input!

[MiriamEllis]

Hi SCW,

But wouldn't the new site at least have the business name on it (the N in NAP)? This would be my concern.

[SCW]

And a good concern indeed, but in this case, I was thinking of wrapping the name in an image, not inline. Thoughts?

[MiriamEllis]

This still wouldn't be my first choice, but if the new website does not reference the business in any way, then hopefully it will not create issues of consistency or trust with Google. I still think it's a better idea, however, to put the promo on the website itself.