AdWords Call Extensions allow advertisers to see a phone number included with their ads on Google.com search results. The phone number is issued via Google Voice, appears toll free, and can forward to any number you desire. The calls are priced in a bid-per-call auction model vs. a per click auction model, starting at $1.00 per call. Phone numbers can appear with ads in any position on the search results page for eligible advertisers. These calls are tracked and reported in the AdWords User Interface as manually dialed calls.
Why use Call Extensions?
The AdWords Call Extension is a great way to get your phone number right under your potential clients noses. People will see your phone number in ads and can call without having to visit your website. While Call Extensions are not for every business there are many that can benefit from the extension. Also people willing to call from an ad are highly qualified leads and I am seeing cases where calls generated via call metrics are converting from leads to clients at a higher rate than visitors to the website, these callers seem more ready to become a lead.
When to use AdWords Call Extensions?
When you think your potential clients are the type that want to talk via phone without need of visiting your website.
If your products/services sell over the phone Call Metrics is something to consider and test. If you have a current call tracking service in place just forward AdWords Call Metrics calls to any number you desire so they will continue to be tracked via your original call tracking methods.
Call Metrics is not for all adwords advertisers, those who enable Call Metrics should monitor the performance and determine if they are seeing a good return on investment. So far I have seen some very successful Call Metrics stories. A client in the home services industry pays approximately $29.00 per qualified lead generated by AdWords visits to their website. We qualified leads as unique phone calls over 1 minute in length, these calls are tracked by a 3rd part phone tracking company. We generated those same qualified leads via Call Metrics at $2.25 per lead in December 2011.
Tips on Setting up and Monitoring AdWords Call Extensions
To enable the Call Metrics Extension visit your Ad Extensions tab in the AdWords Interface.
Select Call Extension from the dropdown.
Select your appropriate country, add the phone number you want the Campaigns Call Metrics calls to forward to, and decide where to enable the Call Metrics Extension, either, high end mobile phones or all eligible ads and devices.
Then you need to select if you want to allow clicks from mobile devices to lead to your website, or instead, only click to call initiating a phone call. Note: mobile click to calls are priced under the per click auction model.
You may need to make some adjustments to your AdWords User Interface to make phone Call Metrics data visible. Visit your campaign and adgroups tabs and then the Columns button. Then locate the Call Details section and add the columns important to you. You can also segment your data by ‘Click Type’ under the Campaign and AdGroup tabs to see details on Mobile click to call and manually dialed calls per campaign or adgroup.
More complete reporting for Call Metrics can be found under the Dimensions tab > Call Detailsreport. This report will share Mobile Click to Call (if you have that enabled) plus Manually Dialed calls. You may notice that the total calls on this report for manually dialed calls may not exactly match what is reported in the AdWords User Interface under the Campaigns or AdGroups tab. This is because Google is filtering out calls that are not unique or extremely low call duration. You will notice Manually Dialed calls in your report that are $0.00 cost, these are filtered calls and the only place filtered calls is reported is under the Call Details report.
- Ad Innovations – Call Metrics
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- Sharing Call Metrics Extension across multiple campaigns
Partner, Head of Paid Search at Philly Marketing Labs, Google Premier Partner, AdWords Top Contributor 2006 to present. Our goal at Philly Marketing Labs is to provide our Clients with the highest level of service to help reach their goals and grow their businesses. Contact: email@example.com 847-361-3057 http://www.phillymarketinglabs.com
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