The importance of tracking call activity in the PPC world has long been understood. However, with the number of options available today, knowing the difference between them all can be confusing. In this blog post we will review options available for call tracking with Google.
At the most basic level, call extensions can be enabled to have your phone number display alongside ads. There are two options that can be enabled through the AdWords interface called Call Extensions: “My Own Phone Number” and “Google Forwarding Phone Number”. The third option, “Website Call Conversions”, requires additional work of placing code snippets on your business’s website.
“My Own Phone Number” will use your business phone number alongside ads. You may consider this option if you have branded your phone number and wish to maintain it as part of your AdWords campaign. “My Own Phone Number” does not allow for tracking or analytics to be associated with the number.
Enabling “Google Forwarding Phone Number” will insert a unique phone number alongside your ad to allow for basic tracking and analytics. Details such as area code, time the call was placed, how long the call lasted and if the call was connected are all tracked. Although the number is forwarded, the number on caller ID still appears as the originating phone number.
Adding phone numbers through call extensions is easy and should be enabled in most campaigns. Both features can be enabled through the AdWords interface.
Website Call Conversions
“Website Call Conversions” is a feature that leverages the benefits of “Google Forwarding Phone Number” but carries the number to the website. A snippet of code is placed on your website which allows a unique Google Forwarding number to display on your site.
If the number is called from the website, this would be tracked the same as Google Forwarding number with the same analytics available. The benefit of having Website Call Conversions is that it allows for calls made from your website phone number to be tracked too.
Google provides some good options for including and tracking calls. The limitation is that tracking is exclusive to Google advertising and does not provide a means for tracking phone calls that fall outside of this advertising medium. To have a complete phone tracking solution you need to consider a third-party solution such as JumpFly Call Tracking.
JumpFly Call Tracking and other third-party services offer more complete solutions that allow for phone tracking regardless of advertising platform.
Third-party tracking is perhaps the best and most hassle free way of monitoring call activity. Independently adding website call tracking to your online advertising strategy will ultimately result in a more dynamic campaign. As with any solution, understanding the pros and cons of each as they relate to your business goals is ultimately going to dictate which option you choose.
Please call the team at JumpFly if you would like to discuss any of these options.
With more and more consumers searching on their smart phones for products and services, the need for mobile advertising is more important and valuable than ever for businesses. According to Google, 70% of mobile searchers call a business directly from search results. To address this, Google recently introduced a new campaign type called Call-Only Campaigns.
This is exciting news for advertisers who rely heavily on driving calls to their business. Now with this new AdWords campaign type, consumers will see your ad text with your phone number, call button and business name on their mobile devices. Once a consumer clicks on your ad, they will only be able to call you and will not have the option of being directed to your website.
One of the reasons that this new campaign type is so exciting has to do with the way you can now structure your mobile bids. Currently the only option to increase your mobile bids is to apply a mobile bid adjustment that uses your desktop bid as the baseline. For example, if you are currently bidding a $1 for the keyword “ppc advertiser” and have your mobile bid multiplier set to increase your bid by 100%, your max mobile bid CPC would then be $2. The potential issue with this type of bidding strategy is that if you need to raise your baseline bid, your mobile bid automatically increases and can quickly grow.
With the new Call-Only Campaign you can now bid for calls based on your target CPA, ROAS or by applying a manual max CPC. You also now have the ability to set your max CPC bids at the keyword level instead of a mobile multiplier at the ad group level. It’s important when setting these bids to remember that you are now bidding based on how much a phone call is worth to you and not a click to your website.
When it comes to targeting specific demographics, sometimes keywords are just not enough of a filter. But there is a hidden option to assist in this endeavor! Within the Adwords location targeting group is a nifty little feature called location groups which allows you to more closely target specific groups, such as places of interest and household income. Although both features are not as robust as one may hope, they do add an extra level of targeting unattainable with just keywords.
Locations by places of interest – airports, central commercial areas and universities
With this category the targeting options available are airports, central commercial areas (includes big malls) and universities. You start by choosing a location such as Chicago and then select one of the above three options. If you were to choose airports, Adwords will target any airport within that location area. You can also choose to go broad by targeting the entire US and in effect target every major US airport. In this particular instance Google suggests, but does not require, targeting Chicago by itself in addition to the airports within Chicago, and then increasing the bid adjustment for the airport locations. The reason given for this method is that getting granular can sometimes have the effect of unintentionally eliminating relevant traffic. The same theory holds true for central commercial areas and universities.
Locations by demographics – select household income tier (top 10% >$146K, 11-20% $102-146K, 21-30% $80-102K, 31-40% $64-80K, 41-50% $50-64K, lower 50% $0-50K)
The second option is locations by demographics which targets tiers of household incomes. Many clients are looking for ways to reach a higher income audience and this allows you some degree of control over the situation. The same caveat as above exists, in that getting granular can have the effect of drying up volume so it is recommended that you use this feature as a layer and increase the bid adjustment. What Google makes clear is that this does not target individual users but instead targets zip codes that fall into the income tiers based on IRS data and is available for the US only.
Each of these options by itself may not be the best solution, but by integrating these groups as layers within your location targeting, you can gain greater control over where you spend your valuable advertising dollars.