Google AdWords launched website call conversions in August to identify and measure or track calls from your business website that happen after an ad click. Though AdWords offers several features such as click-to-call ads, call metrics, and calls as conversions to provide information about mobile searchers who called a business from search ads, there was no feature to track customers who called a business after clicking a Google ad and learning more about the products and services offered on the website. This new capability has important implications for optimizing conversions as every call is a potential lead that can convert website traffic into sales and drive revenue. Tracking click-through from AdWords helps understand how to shape your web strategy to serve your customers better.
So, how can you trace the calls triggered by ad clicks? Googleâ€™s official blog post explains this using with an example: letâ€™s assume some customers visit your website after clicking on search ads and research to learn more about your business. Website call conversions dynamically inserts a Google forwarding number on your business website that measures the calls (if any) made by these customers. Whether the customer clicks on the number or dials from the phone, you can attribute the call conversion as well as the conversion value back to the keyword and the ad that brought the conversion. A leading insurance company in Florida shared its success story and said that the website call conversions has provided them with the ability to track ROI when prospective customers click through their ads and call their sales center, which enabled them to better attribute lead and sales activity to the correct AdWords campaign after they saw a 79% increase in the total calls attributed to AdWords.
How to Maximize Call Value and Volume
Now, how can you improve call value and volume with website call conversions? This new feature allows you to understand which keywords and ads are driving the most phone calls from your website and which result in more valuable calls. At the same time, you can assign different values to the calls that originate from different web pages. For example, you can assign more value to the calls from Free SEO Analysis page and less value to calls from home page in case of an SEO company. It is also possible to optimize your keyword bids automatically to drive more calls or more valuable calls with the help of Target CPA or Target ROAS, respectively. These flexible strategies take account of signals including device, location and time of day to make auction-time bid adjustments, which maximize website call conversions and conversion value respectively, while achieving your business goals.
Businesses that want to use this feature should be aware of the following:
- In order to measure the website calls, place the snippet of code on your desktop or mobile website so that a unique forwarding number will generated for each AdWords ad click. These numbers will be show up for up to 90 days to capture future call conversions. You can customize the look of the numbers (color, font and size) to match your website
- This feature can be used in countries where Google forwarding numbers are available. In addition to this, it works with AdWords click-to-call ads and can be used along with other call tracking solutions. Reporting on website call conversion can done with Call Details or through standard conversion reporting
This feature also helps businesses to re-design their ads effectively to increase the calls and ROI.