Google has recently released a new feature (currently on a limited release) for AdWords advertisers that allows you to track phone calls that come in from your ads. Any business who receives phone calls and has to track down lead-source information, this is BIG news for you. You will now easily be able to attribute your phone calls that come in through Pay-Per-Click (PPC) Advertising to the campaigns and ads that the searcher was exposed to, and be able to manage your account toward that data.
What is AdWords Call Metrics?
In short, AdWords call metrics is a new feature in limited release from Google AdWords that allows you to track any phone calls that may come in generated by your AdWords ads. Google AdWords has partnered with Google Voice to create a custom phone number unique to each PPC campaign that will automatically show alongside your standard ads. If a searcher calls in to this number, AdWords will record the call and it’s duration directly in your Adwords account.
Google Voice will dynamically generate a custom phone number for each campaign with call metrics enabled. This phone number will display with your standard search ad on both desktop and mobile devices, and all calls made off of ads showing on either device will be recorded in your AdWords account. The phone number will be clickable on high-end mobile devices, just like basic phone extensions. When a searcher calls this number, the call will be rerouted to the business phone number of your choosing.
Call Metrics Reporting
To view call metrics that have been recorded for your campaigns, simply select the columns focused on call metrics. AdWords provides the following columns for data analysis:
- Total Calls – total number of times your number displayed with your ad
- Received Calls – total number of calls that were answered
- Missed Calls – total number of calls that were made, but were not answered
- Average Call Duration – average duration of call, broken down by hours, minutes, and seconds
- Total Call Duration – total duration sum of received calls
Enabling Call Metrics
If and when you have access to this new feature, you would just navigate to the Ad Extensions tab, and select Phone Extensions from the drop-down menu. Click New Extension, and enter the required information. The Call Metrics box will be present if you have access to this feature; select the box and select your preferred area code for the custom number.
If you do not already have access to the new call metrics feature and are interested in trying it out, you can apply for access with Ad Innovations. Visit the AdWords Help Center for more information on AdWords Call Metrics.