2015 Mobile Advertising Benchmark Report
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Seventy percent of all mobile searchers have called a business directly from search ads, Google says, but what about those searchers that call a business after clicking on a search ad?
Now there’s a way to track those people. Today Google announced the launch of website call conversions, a way for you to track calls from your website that occur after an ad click.
Google will track clicks that lead to calls by dynamically inserting a Google forwarding number on your website that measures the calls made by users who have clicked on one of your search ads.
You will be able to attribute the call conversion and conversion value back to the keyword and ad that drove the user to your site. Google says you will be able to do this whether they click on the number or dial it directly from their phone.
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.
To get started with website call conversions 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.
The number that’s generated will continue to display for up to 90 days to capture future call conversions. To ensure the number blends in with the rest of your website you can even customize the look and feel of these numbers, including: color, font, and size.
You can learn more about website call conversions and how to set it up here.