Add Call Tracking and watch CTR improve! The offer of an easy, convenient phone call (especially if your product or buying process is complicated) can turn a searcher into a website visitor into a paying customer.
Call Extensions are one of the options on the Ad Extensions tab. Using Call Extensions, you can "extend" your standard text ad (when eligible) by adding and highlighting your business's phone number, making it easier for customers to call you.
There are several options available, including which devices to offer calls for to what phone number to use. Which options you select will depend on your business and what kind of data tracking you want.
If you don't use a separate program for call tracking--to capture when, where, and how phone calls to your business are generated (and if phone calls are important to you, why aren't you tracking them?)--you can use the Google Forwarding option to capture that data inside the AdWords interface. This makes it easy to trace calls back to a specific Ad Group (vertical market) and is invaluable when calculating ROI (Return on Investment).
Branding your business online? Put your own business phone number up there instead. We all know people write down or save phone numbers for later use--make sure searchers have yours.
There are three ways to look at the Call Extension data.
On the Campaigns tab, using the "click type" segment will show you the total number of times the Call Extension was shown with your ad and how many clicks were placed directly on the call extension. When you're using click-to-call with mobile devices, each click shown here is a phone call. If you selected the Google Forwarding option, you can add the phone call detail (Columns > Customize columns) to this Campaigns tab view and also see how many manual calls were dialed.
On the Ad Extensions tab, you can select the Call Extensions view to see how many times the Call Extension was shown with your ad and how many total clicks resulted. If you compare the CTR here against the CTR for "Headline" clicks (on the Campaigns tab > Click type segment), you can tell how much more attractive your ad was to searchers when they were able to see the phone number.
On the Dimensions tab, select the Call Details view for specific data about individual calls.
I am co-owner of All About Clicks, an agency focusing on SEM & SEO for SMBs. To explain that jumble of acronyms, we work with our clients to enable their businesses to compete successfully in today's connected marketplace. Contact us (at http://www.allaboutclicks.com/contact-us) for information or to discuss having your account reviewed.
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