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What Google's New Website Call Conversions Means for You

313 views 0 replies 1 participant last post by  BenLanders 
#1 · (Edited by Moderator)
Yesterday Google announced a new feature for AdWords called website call conversions. This new feature allows pay per click (PPC) advertisers to measure and track the phone calls generated by their AdWords campaigns. For business owners that have never invested in call tracking before, it represents a major upgrade. For business owners already using a call tracking platform, the change is insignificant (at best).

How Website Call Conversions Works
Google's new service allows AdWords advertisers to dynamically replace the phone numbers on their website with a Google-provided phone number specific to their PPC campaign(s). A conversion is tracked each time the phone number is called or clicked--something that happens regularly when visitors are using a mobile phone. The tracked phone number remains active on your site for that visitor for up to 90 days, so that if a visitor first reaches your site via a Google paid ad, but returns three days later via an organic search, the paid ad will get credit for the lead generated.

Where Website Call Conversion Tracking Falls Short
If you've never tracked the phone calls generated by your advertising campaigns, Google website call conversions is a step in the right direction. However, it has some significant limitations. For starters, not every call is a lead. Sadly, when you run a pay per click campaign, a lot of the calls you receive will be from other advertising firms. Second, for some contractors, the ratio of calls to qualified leads is very low. Google's service does not make these differentiations (non-lead, lead; lead, qualified lead, etc.).

Again, if you've never invested in call tracking for your pay per click campaigns, this is a step in the right direction and something you'll benefit from using. However, even the most slightly sophisticated contractors really should be using something more robust. My recommendation is that you invest in a service that will allow you to track the calls from ALL your advertising channels (not just PPC) and that provides call intelligence and full lead-to-sale attribution reports.

This blog submitted by:
Ben Landers | Blue Corona
 
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