Adwords : Introducing Website Call Conversions
Seventy percent of all mobile searchers have called a business directly from search ads. AdWords click-to-callads, 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 today we’re launching website call conversions, a powerful way for you to identify and measure calls from your website that occur after 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. You can learn more about setting up website call conversions here.
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. 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.
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.
Numbers that work for you
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.
Website call conversions is available in countries where Google forwarding numbers are available*. They work with AdWords click-to-call ads and can be used alongside other call tracking solutions. Reporting on website call conversions is available in Call Details and through standard conversion reporting.
You can learn more about website call conversions and how to set it up, here.