Google Adwords call tracking and call extensions!Posted by on October 30, 2012 06:13 AM
Every marketer knows that their online efforts are not simply driving online conversions, but that they are a key driver of a considerable proportion of offline transactions. This is even more evident for your PPC efforts, as your ads and landing pages are always likely to include your phone number and the locations of your physical stores, which leads to a number of purchases that cannot be tracked and attributed to the appropriate source.
Google, however, introduced a potential solution to this when it began offering both call tracking and call extensions!
Call extensions allow you to include your telephone number in your ads and this works excellently on the mobile platform, as click to call occurs and you are charged per call in the same way that you are normally charged for clicks. This can also involve the use of a forwarding number, for a small fee, which connects users to the direct telephone number and, more importantly, enable companies to track telephone calls that have resulted from their efforts in Google Adwords. The combination of these factors provides you with excellent insight into how many offline conversions your PPC efforts cause, as ‘Call Reporting’ provides you with information regarding the call itself and the subsequent cost of this.