Today, Google launched a new AdWords feature called website call conversions, which allows business owners and marketers to track phone calls generated by their Google PPC ads. Recognizing the importance of call tracking, Google has been working hard to bring various phone analytics offerings such as click-to-call, call metrics, and calls as conversions to market.
Website call conversions is arguably the most significant step Google has taken toward full lead attribution reporting (and possibly to full commerce) because it allows advertisers to identify and measure calls from PPC generated website visits.
The Significance of Website Call Conversions
What Google’s latest announcement means for you depends on whether or not you’re already doing call tracking for your pay-per-click campaigns. Business owners and marketers not already tracking calls from their AdWords campaigns are going to spend the rest of this week scrambling to figure out how to integrate Google website call conversions to their campaigns.
For Blue Corona’s clients, it’s business as usual. We’ve been offering a website call conversion service to our clients (and our service tracks calls from any advertising campaign—not just AdWords) since we opened our doors in 2007.
Warning: All Call Conversions Are Not Created Equal
In our experience, web leads received via phone call consistently convert at a much higher rate than leads received via website form. This is especially true for home service businesses (flooring contractors, HVAC and plumbing companies, landscapers, remodeling companies, roofers, etc.). While Google’s new website call conversion service does allow advertisers to see which calls came from PPC ads—and that’s a big step in the right direction—the service does not differentiate between non-lead calls and lead calls.
If you’ve never invested in call tracking, you may be wondering what the difference is. This brings me to a very, very important point: not all phone calls generated from advertising campaigns are leads. Savvy business owners that have invested considerable dollars in marketing know that an alarmingly high number of the phone calls generated by any given advertising campaign will be solicitations from other advertising firms. It’s annoying and frustrating, but it’s true.
The Future: Call Intelligence & Full Lead Attribution Reporting
Google’s website call conversion enhancement and traditional call tracking services are great, but for all but the smallest businesses, they’re not enough. To determine your true return on marketing investment, you need to move from call tracking to call intelligence. Traditional call tracking (like Google’s website call conversion service) provides one level of information—which advertising channel generated phone call A. At Blue Corona, we track things at a much more granular level because better data equals better results.
Our website call conversion service allows clients to track calls from multiple sources—including but not limited to Google AdWords—but we also offer advanced call intelligence and full lead attribution (FLA) reports. Advanced call intelligence reports allow you to evalute the performance of your customer service or inside sales team so that you can optimize your call-to-sale conversion rates. Our full lead attribution reports allow you to see which ad campaigns produced the best, most profitable sales.
Get Ahead of Next
If you’re not already investing in call tracking and full lead attribution reporting for your Google AdWords campaigns, you’re really missing out (SEO, social, and email campaigns can be tracked as well). If you’re familiar with call tracking, it might be time to kick things up a notch and learn more about call intelligence and full lead attribution reporting.
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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“We are very pleased not only with the end result, but with the entire process of working with Blue Corona. The amount of patience, guidance, and knowledge that they displayed throughout the whole process made them a very easy and enjoyable partner to work with. We are thrilled with our new website, mobile site, and content management system. We would recommend Blue Corona for any website development or redesign project. ”