Seventy percent of all mobile searchers have called a business directly from search ads.
A simple phone call can direct customers to your shop door; can clarify something seen on your website, a phone call from a potential customer will likely convert to a sale.
But how can you measure conversions that happen over the phone?
Most advertisers are aware of how Google AdWords click-to-call ads, call metrics and calls as conversions can help to connect with customers and gain insight about phone calls received.
However, many customers also call your business after clicking through a Google ad and learning more about the products and services you offer on your website. That’s why Google launched a feature called “Website Call Conversions”.
Hailed as a “powerful way for you to identify and measure calls from your website that occur after an ad click”. Website Call Conversions aim to track all the clicks that lead to calls.
Let’s say your Google search ads send people to your website where they research and learn more about your business. Website Call Conversions inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.
Maximize call value and volume
With website call conversions, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls. You can also assign different values to calls originating from different pages of your website. For example, a local car dealership might assign more value to calls from their test drive page and less value to calls from their homepage.
You can also automatically optimize your keyword bids to drive more calls or more valuable calls by using Target CPA or Target ROAS respectively. These flexible bid strategies factor in signals like device, location, and time of day to make auction-time bid adjustments that maximize website call conversions and conversion value respectively, while reaching your business goals.
Numbers that work for you
To start measuring these website calls, place the snippet of code on your desktop or mobile website and a unique Google forwarding number will be generated for each AdWords ad click. These numbers will continue to display for up to 90 days to capture future call conversions. To ensure this experience is seamless, you can customize the look and feel of these numbers to match your website, including: colour, font, and size
Below are a few success stories advertisers have shared with Website Call Conversions so far:
“We rely on phone calls to connect directly with our customers and help them purchase the products they need. Though we’ve always known clicks on our search ads result in calls from our website, we haven’t been able to easily measure and tie them back to our AdWords campaigns. After implementing website call conversions, we discovered that AdWords was not only driving over twice as many calls than previously thought, but that our customers also talk to us for over five minutes on calls originating from our site. Insights like these are helping shape our web strategy and the way we serve our customers.” – Jeremy Foster, Director of Marketing, 1000Bulbs.com
“Prior to website call conversions, we didn’t have the ability to track ROI when prospects clicked through our ads and called our sales centre. Website call conversions has enabled us to better attribute lead and sales activity to the correct AdWords campaign after seeing a 79% increase in the total calls attributed to AdWords.” – Elan Hasson, Digital Marketing and Information Manager, People’s Trust Insurance
“I’m so pleased and impressed with the results we’ve received with our Google website call conversions. The exceptional support of Google, along with the actual product, has proven measurable results. Our AdWords call volume increased by 147%! It’s great to see how many calls we are receiving from search now. The directions, along with the implementation, were simple and easy to follow.” – Paige Polatas, B2B Marketer, Valpak Direct Marketing Systems
VooDoo is a powerful digital agency based in Dublin, Ireland. We ensure our clients websites are found by their target audiences online. We have been in business since 2002 and are fully qualified Google Partner agency.
Credit information to Anurag Agrawal, Product Manager, AdWords.