Google has recently introduced call forwarding numbers for AdWords advertisers in Australia, which enables an alternative method of phone call tracking and advanced call reporting for all advertisers who use call extensions. Although this system is not as sophisticated as some call tracking services, it does help to provide advertisers with more insights into phone leads coming from their advertising spend.
When a Google forwarding number is used with an advertiser’s call extension, a unique Google phone number is registered to the ad. This tracking number doesn’t cost anything extra with the number either being toll-free or charged at local call rates. The two main benefits of these new advanced call reporting features are advertisers can now see where the call is originating from with local area codes recorded and the duration of the call is also saved. These new advanced features provide useful information to advertisers who can then assist in creating a profitable mobile advertising campaign.
The Google forwarding number is a simple redirect with the visitor being directed to the correct business number from the ad. Google forwarding numbers are only available in the search network and are currently incompatible with the display network. These new features allow advertisers to identify and target calls of high value which can lead to conversions and overall mobile advertising success.
Linked to the call forwarding numbers are new reporting features that include phone impressions, total phone calls and phone through rates. Phone calls by specific type of mobile device can be accessed. The dimensions tab allows advertisers to see a detailed analysis of each call with useful information such as duration of call, call status and area code from which the call originated. The goal of the Google advertiser should be to identify what types of calls are most valuable and likely to lead to conversions. Once this call type is identified, advanced bidding strategies should be implemented to ensure mobile ads have the best chance of reaching this caller.
Previously the lack of advanced data in relation to call tracking has led to poor quality calls being counted as conversions. These new features allow advertisers to specify the characteristics of a call that should be counted as a conversion. Conversion tracking will vary across different advertisers so that, for example, plumbers may potentially count a conversion as a call that has duration of longer than 40 seconds – this may be due to plumbers only needing a name and address for which a quote is provided. In contrast, a florist may count a call as a conversion only if it lasts longer than two minutes, which is necessary due to payment information often needing to be provided over the phone.
If you want to learn more about call forwarding numbers in Google AdWords, or try these for your campaigns, please contact us for more information.