Google has announced the availability of a new tool that strengthens its Google AdWords advertising platform. Called Website Call Conversions, the new feature allows phone calls that take place after a user lands on a website from an AdWords ad to be tracked.
“Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers,” wrote AdWords product manager Anurag Agrawal in a blog post. “Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.”
In a nutshell, users who arrive at a landing page will be presented with a unique phone number that is valid for up to 90 days. Advertisers can hence track calls made by users who click on a phone number or dial the number from their phones. AdWords reporting will also show which keyword and ad culminated in a call.
Different values can also be assigned to calls originating from different pages of the company website, too. Agrawal gave the example of a local car dealership that may assign more value to calls from their test drive page over generic calls that come in from their homepage.
According to Google, 70% of mobile searchers have called a business directly from search ads, and the company already lets advertisers track this with AdWords click-to-call ads, call metrics, and calls as conversions. As it is, new update is specifically designed for those calls that occur after already navigating to the company’s website.
Website Call Conversions is not available in Southeast Asia, as it is only offered where Google forwarding numbers are available. The feature is available in the United States, United Kingdom, France, Germany, Spain and Australia at the moment.