Seventy percent of all mobile searchers have called a business directly from search ads. AdWords click-to-call ads, call metrics, and calls as conversions help you connect with these customers and gain insight about those calls. 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 has launched what’s likely to become a popular new feature for many AdWords advertisers. Website call conversions allow advertisers to track calls that occur after a user arrives on a web site from an ad click.
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 dynamically 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.
How Does it Work?
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: color, font, and size.
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.
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.
Website call conversions can be used in conjunction with other call tracking solutions as well as with AdWords click-to-call. Note that you won’t be able to see whether an actual sale or transaction occurred by using this solution in AdWords.