In Google’s most recent nod to the importance of mobile marketing they’ve introduced a new campaign type for AdWords users the Call-Only’ campaign. The Call-Only’ campaign feature is geared towards mobile-centric marketers who know that generating call conversions and leads from mobile users is much easier than generating web form submissions. In fact, 70% of mobile searchers call a business directly from search results (Google).
The Call-Only campaign type is designed to help AdWords advertisers reach customers who are actively searching for a phone number to call on their mobile device. Since calling is the preferred contact method by mobile users, the Call-Only campaign type will be essential in driving more calls and sales to businesses everywhere.
However, if you aren’t tracking the calls your mobile marketing generates you’ll have a hole in the ROI data you report on. By using a call tracking number in the ads or landing pages within your Call-Only campaigns you’ll have a true view of the number of website call conversions and web form conversions your AdWords campaigns are generating.
View Call Conversions Within the AdWords Interface
Also, in December 2014, Google quietly released custom columns support in AdWords. This enables advertisers using call tracking numbers to add a custom column for calls within the AdWords reporting interface.
Setting up custom columns is easy for customers who are already tracking calls as conversions.
Step 1: Select Customize columns and select the Custom columns tab.
Step 2: Create a new column with name, description, and select your Calls segment.
Step 3: View website call conversions alongside all other AdWords data.
What this new feature gives advertisers is a view of how many total conversions your AdWords campaigns received, with an additional view of how many of those conversions were phone calls. You can set up custom columns down to the keyword level to see which campaigns, ad groups, and keywords are driving the most calls and conversions.
Having this capability in the AdWords interface makes it even easier for agencies, advertisers, lead gen firms, and the like to show the value of driving phone calls to prove that their marketing is effective.
Questions about tracking call conversions from AdWords? Request a demo of DialogTech today.