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Introduction

Tracking the performance of your advertising campaigns is crucial for success. Google Ads offers a variety of call tracking options that allow businesses to measure the effectiveness of their campaigns in real-time. This article will delve into the different call tracking options available in Google Ads, covering Calls from Ads, Mobile Call Tracking, and Call Forwarding. We’ll also discuss how you can leverage these features in conjunction with promo codes to maximize your ROI.

Calls from Ads: The Basics

Google Ads allows you to track calls directly from your ads using call reporting. This feature uses Google forwarding numbers to measure the performance of your call assets or call ads. When you enable call reporting, Google assigns a forwarding number to your ad, allowing you to track details like call duration, start time, and whether the call was connected.

Google Ads’ “Calls from Ads” feature allows advertisers to directly connect with potential customers by enabling a “Call” button within the ad itself. When a user clicks on this button, a call is initiated to the advertiser’s specified phone number, providing an immediate line of communication. This feature is particularly useful for businesses that rely on phone calls for lead generation, appointments, or consultations. The “Calls from Ads” feature is optimized for mobile devices, making it easier for users on-the-go to reach out.

  • Immediate Connection: The “Call” button serves as a direct line to the business, eliminating the need for the user to visit the website and search for contact information.
  • Tracking and Analytics: Google Ads provides detailed metrics on calls, such as call duration, call start and end time, and whether the call was connected. This data is invaluable for assessing the effectiveness of your ad campaigns.
  • Geotargeting: You can set the feature to only appear for users in specific locations, ensuring that you’re reaching out to a relevant audience.
  • How it Works: When a customer taps your ad to call you, you’re charged for a click, similar to a regular CPC. The call is then routed through a Google forwarding number, which enables data collection.
  • Optimization: You can review this data to optimize your campaigns. For example, if you notice that calls lasting more than 2 minutes tend to lead to sales, you can count those calls as conversions.

Mobile Call Tracking: Clicks to Calls

Google Ads also offers conversion tracking for clicks on your business phone number on your mobile website. This feature only tracks clicks on your phone number, not actual phone calls. You’ll need to set up a conversion action and a Google tag on your website to track these clicks.

  • Setting Up: You can set up phone number click conversion tracking through your Google Ads account. You’ll need to add a conversion tracking code (tag) to your website and an event snippet to the page where your phone number appears.
  • Data Insights: Unlike call reporting, this feature provides click data instead of call data, such as call length, in your conversion reports.

Call Forwarding: The Nitty-Gritty

Google Ads Call Forwarding is an advanced feature that allows advertisers to track the performance of calls generated from their ads. When you enable this option, Google provides a Google forwarding number that replaces your business number in the ad. When a potential customer calls this number, the call is automatically forwarded to your business line. The advantage here is that Google can track these calls, providing you with valuable metrics like call duration, caller area code, and call conversion rates. This data is integrated into your Google Ads dashboard, allowing for a more comprehensive analysis of your campaign’s performance.

Setting up Google Ads Call Forwarding involves a few key steps:

  1. Enable Call Extensions: Navigate to the “Extensions” tab in your Google Ads account and choose “Call Extensions.”
  2. Add New Extension: Click on the “+ Extension” button and fill in your business phone number.
  3. Use Google Forwarding Number: Check the box that says “Use Google forwarding number” to enable call tracking.
  4. Advanced Options: Here, you can set up call reporting, schedule when your call extensions appear, and specify devices where the call button will be displayed.
  5. Conversion Tracking: To track conversions from calls, you’ll need to set up a conversion action for calls in the “Conversions” tab.
  6. Review and Save: Once you’ve configured all settings, review them to ensure accuracy and then save your changes.

    By leveraging Google Ads Call Forwarding, advertisers can gain a deeper understanding of how calls contribute to their overall marketing goals, thereby allowing for more targeted and effective campaigns.

    Promo Codes and Call Assets in Google Ads: A Strategic Combo

    The Concept

    Promo codes are a tried-and-true method for incentivizing purchases and tracking the effectiveness of various marketing channels. When combined with call assets in Google Ads, they offer a compelling way to not only drive calls but also to measure the ROI of those calls. Essentially, you’re adding an extra layer of trackability and incentive to your call campaigns.

    How It Works

    1. Incorporate Promo Codes in Ads: You can include a promo code directly in your call-only ads or call extensions. This encourages the user to make the call, as they know they’ll receive a special offer.
    2. Mention Promo Codes During Calls: Train your customer service or sales team to mention promo codes during the call. This can be especially effective if you have a script or guidelines for how calls should be handled.
    3. Track Usage: When a customer uses the promo code, you can track it back to the specific call campaign, giving you valuable data on the effectiveness of your call assets in Google Ads.

    Why It’s Effective

    • Increased Engagement: Promo codes can make potential customers more likely to engage with your ad and make the call, as they feel they’re getting an exclusive deal.
    • Data-Driven Insights: By tracking the usage of these promo codes, you can get a clear picture of how effective your call campaigns are. This can help you make data-driven decisions for future campaigns.
    • Personalization: If you’re using different promo codes for different campaigns or customer segments, you can offer a more personalized experience, which can lead to higher conversion rates.

    Real-World Example

    Imagine you’re a travel agency offering special vacation packages. You could set up a call-only campaign in Google Ads with a promo code for “10% off your next vacation package.” When a potential customer calls and mentions the promo code, you not only make a more immediate sale but also can track the effectiveness of your ad campaign down to the individual call.

    Final Thoughts

    Promo codes and call assets in Google Ads can work synergistically to boost your campaign’s performance. The promo codes act as an immediate incentive for potential customers to take action, while their usage provides valuable data that can be used for optimizing future campaigns. It’s a win-win situation for both businesses and customers.