If you haven’t already been using Google’s Adwords Call Metrics feature then you really need to look into it. Let’s first take a look at the functionality and the value that it adds, excluding the cost initially.
Call Metrics & Its Benefits
If you’re driving traffic through any form of internet marketing campaigns you are always looking for ways to track its effectiveness and justify ROI for your ad dollars. This is a great way to justify the offline conversion of your traffic and add value to your clients by letting them know the real effectiveness of a campaign if you are ultimately driving sales leads or calls over the phone.
How To Setup Call Metrics
- First, go into your Adwords campaign under the Ad Extensions tab and add a Call Extension to your campaign.
- Establish what the phone number you want those calls redirected to.
- Check the box to use Call Metrics and you’ll be able to establish whether you would like a toll free number or a local area code number associated with your tracking that will be displayed. This brings up another factor of marketing and the local spin of your business if this applies to you. Users love to see local phone numbers and know that they are talking to someone local, so if you are a local business then I would recommend using a local phone number. Even if you need to start separating out campaigns for different geographic areas to achieve this the extra effort is worth it.
- Either way now Google will use its Google Voice platform to assign you a phone number and they will handle the forwarding and tracking of that number. Another thing I want to mention with this is there is also another feature I have skipped over. The Call-Only Format is only possible to use if your device is capable of making phone calls. This could be any mobile phone or computer with Skype or a VOIP system. This will disable the functionality to click the headline of the ad and go to the website, and give the user only one option to interact with the ad and that is using the Click To Call functionality. If you’re trying to drive sales through a phone number then who doesn’t love a 100% conversion rate. Also, if you haven’t broken out your PPC campaigns and separated out a mobile strategy then you need to do that as well.
Google also announcing a few other changes with this launch:
1. More detailed reporting. In March we enhanced Call Metrics reporting to show the time, duration, and caller area code for each call. Based on advertiser feedback, we’re now making reporting available at the ad group and campaign level for manually-dialed calls (subject to minimum volume). And you’ll still be able to segment reports to compare how many calls were received from mobile clicks-to-call and how many were manually dialed after the ad was shown on a desktop, notebook, or tablet computer.
2. New pricing for certain calls. A $1 USD (or equivalent in CAD) charge applies to manually dialed calls completed to your Google forwarding numbers. These calls occur when a potential customer on a desktop, notebook or tablet computer sees your ad and dials the number shown.
Pricing for mobile clicks-to-call remains unchanged, whether you use Call Metrics or not. They continue to be charged as regular mobile search ad clicks.
3. Call Extensions replace Phone Extensions. To reduce possible ambiguity, we’ve renamed Phone Extensions to Call Extensions.
Reporting On Your Call Details
An extra feature that makes this even more valuable is the way in which we are able to report on this data. If you go into your campaign and look under the Dimensions tab you’ll want to view the Call Details information. This will give you:
- Start Time Of The Call
- End Time Of The Call
- Status – Received or Missed Call
- Duration In Seconds
- Caller Area Code
This information is very valuable because it gives you very valuable information regarding the effectiveness of your PPC budget. Also you should be using this data to setup your Day Parting strategy to further target your ads to drive the most ROI.