The Call for Call Tracking Is Answered

College Station, TX — November 05, 2010 — This summer, Eric Enge posted on SEW an article entitled A Call for Call Tracking. This week it looks like it has been answered. Both Google AdWords and Marin Software have announced solutions to track phone conversions and attribute their source to paid search campaigns. This is great news for local business chains and companies that have a more complex sales process. It's also good news for marketers battling for bigger search marketing budgets against other channels such as outdoor and TV because it will make it easier to attribute some offline conversions to paid search campaigns.

Previously part of the Google Ad Innovations program AdWords call metrics is now being made available to more advertisers to track the number of phone calls an AdWords campaign generates. Built on the technology behind Google Voice, call metrics assigns a unique phone number to your campaign and automatically inserts it into both mobile and desktop ads. On smart phones this ad will even be clickable, so users can make a call immediately without dialing the number. According to their post, these phone calls seem to be attributed to the campaign level, rather than the keyword or ad group level:

When a user calls the number in your ad, the call is automatically routed to your business, and AdWords notes that this call took place. Then, when you look at your AdWords reports, you'll see the number of calls generated by each campaign, call duration, and in the near future, caller area code. You'll still only pay for clicks on your ads, but we intend to charge for call metrics in the future.  Read More

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