Google Pay Per Click (PPC) advertising system aka Google Adwords has been a key marketing tool for thousands of businesses. While setting up and using AdWords is easy, it requires time and skills to get it working efficiently.

Google AdWords Call Tracking

While AdWords is loaded with features and offers comprehensive reporting, our focus here is Google AdWords call tracking. In the past, Google AdWords allowed customers to track phone calls from PPC ads using call extensions. While this features worked well, it did not track calls that were made after a visitor arrived on the website via PPC ad click. In August 2014, Google introduced a new feature to track website call conversions that occur after a visitor reaches a website from a Google AdWords ad click.

Historically, advertisers have gotten more phone calls since adding call extensions. Google AdWords call extensions work well via a Google forwarding number. When a potential customer calls Google forwarding number listed in the ad or clicks the call button (mobile), these calls are rerouted to your regular business phone number. If you have caller id feature, this call will be reported just like any other call.

Historically, advertisers have gotten more phone calls since adding call extensions. Google AdWords call extensions work well via a Google forwarding number. When a potential customer calls Google forwarding number listed in the ad or clicks the call button (mobile), these calls are rerouted to your regular business phone number. If you have caller id feature, this call will be reported just like any other call.

With the new website call conversion tracking, you need two JavaScript code snippets to make it work. The first code snippet is generated from the Google AdWords conversion tab (Tools –> Conversions) that tracks the call. Second JavaScript code snippet replaces your business phone number on your website with a Google forwarding number using _googWcmGet function. Please note that this number is generated dynamically as a visitor arrives on your website. Figure 1 below demonstrates how a dynamic number replaces actual phone number.

It is important to note that Google Call Forwarding Number could last up to 90 days in the system but could be recycled after 30 days or so of inactivity. Also, if a customer writes down this number and call months later, they may not be able to reach you since number may be assigned to other advertisers in that time span. This can be addressed by adding permanent tracking numbers. If you need a permanent tracking number, you can use third-party vendors that provide such service. Please note that website call tracking feature is not compatible with other advertising networks, such as Bing Ads.

If you’re interested in learning more about website call tracking, please visit Google AdWords support page.

Summary

A highly efficient PPC campaign with positive ROI requires gathering, analyzing and understanding campaign data. PPC campaigns can get very expensive very quickly if you have no insight and no data intelligence into your campaign execution. At Amplimark, we help businesses make sense out of their paid search advertising through comprehensive data analysis and intelligence services.