For many industries, phone calls are the most valuable conversions from Google Ads campaigns. Studies show that callers convert to customers 30% faster than web leads and have a 28% higher retention rate. And, if you’re in an industry with considered, urgent, or expensive purchases like automotive, insurance, financial services, travel, home services, and healthcare, these phone calls play a critical role in customer acquisition.
If calls are an important conversion from your marketing, do you have a strategy in place to not only drive calls from your Google Ads campaigns, but to also ensure the calls you drive are high-value sales leads? And are you using Google Smart Bidding automation to make the process as efficient as possible?
In this post, we’ll break down how marketers are using AI to capture analytics on calls and phone conversations driven by their search advertising, push that data into Google Ads, and automate their bidding strategy to drive more call conversions at a lower CPL.
Capture Conversation Intelligence Data from Calls Driven by Your Google Ads
As you know, Google tracks online engagements with your Google Ads campaigns. It can also track the number of calls driven by call extensions, call-only ads, and landing pages (assuming you only have one phone number you are driving calls to). However, Google provides no visibility into who the callers are and what’s happening in their conversations with your business, so you don’t know if they are quality sales leads or convert to a sales opportunity or customer.
And that data on the intent and value of the call is critical for Google’s machine learning to make the best optimizations to drive the best results from your spend.
Conversation intelligence platforms like DialogTech use AI to analyze phone conversations at scale, giving you full visibility into not only the volume, but the content and outcome, of every call driven by Google Ads and other marketing sources. You’ll be able to understand not just that a call was driven by a particular Google Ads campaign, ad, keyword, call extension, or landing page, but also if the call was a valid sales lead and if it converted to a sales opportunity, appointment, or customer.
DialogTech automatically captures the most information about any call to your business, including:
- The channel, campaign, ad group, keyword, and webpage that drove the call
- The device the caller used to engage with your marketing
- The day and time the call
- The caller’s name
- The caller’s phone number
- The geographic location they called from
- If they’re a new or repeat caller
- If the call was answered
- If the call went to voicemail
- How long the caller waited on hold
- If the caller abandoned the call
- The duration of the call
- If it was a sales or appointment opportunity
- What products or services the caller expressed interest in
- The call’s lead score, on a scale of 1 to 10, based on the conversation
- If the caller is looking to make a purchase soon
- If the call resulted in a sale or appointment
- If a CX issue occurred on the call
This data can be viewed within DialogTech’s dashboards and reports.
Sample DialogTech transcription and reports
Push Conversation Intelligence Data to Google Ads
After DialogTech captures conversation intelligence data from your phone calls, you can push the following data points about each call into Google Ads:
- The campaign, ad group, ad, keyword, and more that drove the call
- If it was a sales or appointment conversion opportunity
- What the call’s lead score was on a scale of 1 to 10
- If the call resulted in a sale or appointment
- If there was a CX issue
These data points can inform manual bidding by providing important contextual information about the quality of calls that are being driven by your campaigns.
Sample Google Ads report that includes conversation intelligence data
You can also program these data points into your Google Ads Smart Bidding strategy — more on this in the next section.
Use Conversation Intelligence Data in Your Google Ads Smart Bidding Strategy
Over 70% of advertisers now use Google Ads Smart Bidding. For the uninitiated, Google’s Smart Bidding feature allows marketers to set a campaign goal — for instance, get more conversions, meet a target return on ad spend, or maximize conversion value — and Google will automate their bidding strategy to meet the specified goal. The shortcoming to this approach is that, without insights from a conversation intelligence platform, the automation process is working off an incomplete data set.
To illustrate the importance of conversation intelligence data and show how you can program it into your Google Smart Bidding formula, we’ll use 2 example campaigns: Campaign A and Campaign B. In each of the sample reports below, we’ll show how different levels of call data can drive vastly different Google Smart Bidding optimizations for the bid strategy “maximize conversions.”
Example 1: No DialogTech Data
In this example, the marketer has not pushed any conversation intelligence data into Google Ads. They are using Google’s call data, which tracks how many calls are driven by click-to-call buttons and landing pages, but not who the caller is or the quality or outcome of these calls.
They’ve programmed their “conversion” column to count every call that they generate from call extensions and landing pages as a “conversion” and add that to the total number of online conversions their campaign is driving.
Based on the data in the below report, Google’s AI would flag Campaign A as the top-performing campaign, since it is generating the most conversions, 110, at the lowest cost per conversion, $9.09. It would then allocate more spend to Campaign A to maximize conversions with the allotted budget.
Example 2: DialogTech Conversation Intelligence Data
In this example, the marketer has pushed DialogTech’s AI-driven conversation intelligence data into Google Ads. Now they can track the lead quality and outcome of the calls driven by their Google Ads.
In the below report, they’ve pushed data on how many calls were sales opportunities in the column “DialogTech – sales opportunity calls.”
They’ve categorized only the calls that were sales opportunities as “conversions,” since they don’t want to waste spend driving calls from job seekers or CX issues that are irrelevant to their ROI. The conversion column now includes both the online conversions and sales opportunity phone calls driven by each Google Ads campaign.
Based on this data, Google’s AI would recognize Campaign B as the true top-performing campaign. Campaign B is driving 25 more sales opportunity calls than campaign A. In addition, Campaign B is generating the most total conversions, 75, at the lowest cost per conversion, $13.33. With this data, Google Ads Smart bidding would then allocate more spend to Campaign B to maximize conversions with the allotted budget.
This is just one example configuration. You could also use other DialogTech data — such as number of conversions generated and average lead score — to optimize your Smart Bidding, depending on your goals.
Better Data Means Smarter Bidding
The above example demonstrates how the more data you have about your Google Ads campaign performance, the better results Google Smart Bidding will drive.
If you fail to track the real call conversions driven by your Google Ads campaigns, Google’s AI will make optimizations based on an incomplete data set and could allocate spend to underperforming campaigns. It could waste your budget generating the wrong type of engagement.
With a conversation intelligence solution like DialogTech, you can ensure Google Ads Smart Bidding is making the best possible optimizations to drive more conversions from your campaigns — both online and over the phone.
To learn more about how conversation intelligence can improve your search marketing, download The Search Marketer’s Playbook for Offline Conversions.
To learn more about how conversation intelligence can improve your search marketing, download The Search Marketer’s Playbook for Offline Conversions.Download My eBook