An important aspect of any Google AdWords campaign is working out how you will track the results. This is essential so that you can work out if you are getting a good return from your advertising investment.
When a conversion, such as a order, enquiry or newsletter sign-up takes place online it can be tracked via Google AdWords Conversion Tracking and as a Goal in Google Analytics*.
*Note that Conversion Tracking and Google Analytics goals are easiest to set up if the transaction occurs on a page of your domain eg www.yourwebsite.com.au/order_confirmation, rather than via another website such as PayPal or MailChimp.
But what happens when your ad campaign generates a phone call?
Can that be tracked and linked back to the campaign?
In order to track the source of the phone call AdWords clients often ask the caller how they found them.
If the caller replies “Google” and the business doesn’t get much organic traffic from Google, then it’s reasonable to believe that the call was generated via the AdWords campaign. If you weren’t getting calls previously but when your AdWords campaign is running your phone starts ringing then I think it’s also reasonable to link the calls to the AdWords campaign.
But if the business also gets web traffic from Google’s organic search results, due to their Search Engine Optimisation efforts or a high ranking Google Places listing, the answer of “Google” doesn’t necessarily mean the call was generated via the AdWords campaign.
The good news is that Call Tracking can be set up for businesses running AdWords campaigns that generate phone calls.
This allows each Call to be tracked back to the keyword that was typed in to Google before the caller clicked on your ad.
Imagine if you could identify which keywords generate Phone Calls at the lowest Cost Per Call, so that you could stop paying for keywords that don’t lead to Phone Calls?
With Call Tracking you can!
Depending upon how much you spend on AdWords each month, Call Tracking could save you hundreds, if not thousands, of dollars. Another benefit when you stop paying for keywords that don’t convert well, is that more of your advertising budget is freed up for the keywords that do convert well.
How does Call Tracking work?
A piece of code is added to your website which inserts a dynamic phone number. When people call this number it is tracked. Phone call data is fed back to your Google Analytics and Google AdWords accounts.
How much does Call Tracking cost?
There is a set up fee and calls made via this system are charged per minute, similar to any 1300 number (although the charges are more expensive).
Will Call Tracking add value to your AdWords campaigns?
This relates to:
- your long term advertising goals
- how much you spend on AdWords per month
- how many of your conversions are phone calls
- the cost per conversion.
The good thing with Call Tracking is that you can activate it in order to gather data and optimise your campaigns. Then once you have enough data, if you want to stop paying the extra call costs, you can switch back to your regular phone number.
Sounds good doesn’t it?
Want to find out more about Call Tracking for your Google AdWords campaigns?
Existing AdWords Clients
Give me a call on 03 9340 9018 and I’ll put you in touch with Chris from Octoply, who I’ve been working with to get call tracking set up and working correctly.
If you’re a new AdWords client we can also discuss the options for optimising your campaigns once the Call data is collected.
Until next time
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Image courtesy of worradmu / FreeDigitalPhotos.net
Melinda aka Mel is a Premier Google Partner, AdWords & Analytics Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to Australian businesses and is committed to never using an acronym without explaining it first. She also likes grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.