In a recent blog post, Google have announced that they have launched website call conversions within its AdWords platform. This new tool has been described by Google as a ‘powerful way to identify and measure calls from a website that occur after an ad click.’
A study released by Google in September 2013 stated that 70% of searchers using mobile devices have called a business directly as a result of search ads.
Website call conversions are an important metric that can be used to manage, optimise and measure the performance of an AdWords campaign, with Google stating that the new functionality is a ‘powerful way for you to identify and measure calls from your website that occur after an ad click’.
Many Google AdWords professionals optimise campaigns by implementing bid and keyword strategies that generate the best possible CPA and RAOS in relation to online conversions, but unless third party reporting software was utilised it was previously impossible to accurately monitor which keywords generated telephone enquiries within the AdWords platform. As a result of this additional functionality, advertisers will be able to measure and monitor which ads and in particular keywords are generating the most valuable and largest number of telephone calls. This allows advertisers to accurately monitor and optimise campaigns depending upon device, time of day and location to ensure that campaigns are maximising their potential.
How does this new Website call conversion system work? Google has stated that a forwarding telephone number will be generated for clicks from an AdWords campaign, with a small snippet of code being installed within both desktop and mobile websites, if applicable. Every time a forwarding number is called by a customer it will be measured and attributed to each campaign and keyword by Google. The generated telephone numbers will continue to be displayed for a 90 day period, to capture all future call conversions generated as a result of Google AdWords. Importantly for many online businesses, the appearance of these generated telephone numbers can be customised to compliment the current design of their websites.
Currently Website call conversions are available within the UK, US, Germany, France, Spain and Australia. The system works with AdWords click-to-call ads and is also compatible to be able to operate alongside other existing call tracking products.
The website call conversion information is available to view within the Call Details and also as part of the standard conversion reporting,