Call Reporting Arrives in South Africa
Many consumers need to call a business to ask questions and get more information before making a purchase decision. Click-to-call ads make it easier than ever to have these conversations. In fact, mobile search engines are predicted to drive nearly 60 billion calls to businesses globally in 2020, a 82% increase from 2016. To help you get the most out of your call campaigns, we’re launching call reporting in South Africa to give you deeper insight into your calls performance at no additional cost.
Measuring performance from your call extensions and call-only campaigns is essential for making informed decisions about your campaign spend and optimizations. When you set up call reporting, AdWords uses trackable phone numbers with your ads to provide you with useful insights such as the caller’s area code, call duration, and whether the call was answered. Where available, we’ll also show a local phone number that shares the same area code or prefix number as your business number to make it more recognizable and relevant for local searchers.
With new call reporting, you can also implement call conversion tracking to measure which phone calls from your ads or website lead to valuable conversions for your business. Enter the call length required to count a call as a conversion or go a step beyond call length to directly import call conversions into AdWords. Imported call conversions allow you to attribute actual revenue values to different call conversion types to measure the true value of calls with greater precision.
With both methods of conversion tracking, you can integrate call conversion data into Target ROAS automated bidding to automatically optimize your keyword bids and drive more valuable calls. This AdWords Smart Bidding strategy optimizes your bids for each and every auction and registers the wide range of signals that make up a user’s context.
South African advertisers like Budget Insurance are already using call reporting to improve the performance of their call ads. Says Gavin Parker, Paid Search Manager at Upstream Advertising, “Call reporting in AdWords is fantastic when measuring and reporting on the effectiveness of a campaign. We are using it across several major clients, including Budget Insurance. Not only are you able to see how many people have called without clicking through to your website, but also how long they were on the line for. This is a great solution for businesses without their own infrastructure to track calls.”
With the launch of call reporting, you can now access more detailed insights about your calls performance and identify which ones are resulting in valuable conversions at no additional cost. Learn more in the AdWords Help Center and read our best practices for maximizing performance with calls.