For many years cost-per-click has been the predominant metric on Google AdWords and for many campaigns has been the marker for success. After recent developments of call tracking through AdWords however Google have now announced an evolution of their click-to-call options so that businesses can now bid separately on phone call or website traffic and gain greater insight into the crossover between online marketing and offline response.
The system works by assigning a unique phone number to search adverts; these numbers forward callers through to the business so that the business can assess offline response. Callers can be tracked if they choose to enter the number manually or follow a hyperlinked number. Undoubtedly, the tracking of phone activity will give marketers an idea of how successful their campaigns are at creating offline leads, creating a far wider and more integrated assessment of paid search achievements. The move, described as “a giant step forward for AdWords” by Google Senior Product Manager, Surijit Chatterjee is a refinement of the click-to-call features and now includes a bid-per-call option.
The new options will allow AdWords professionals to monitor metrics such as cost, numbers of completed calls and PTR or Phone-Through-Rate, there will even be real time metrics such as call volume, duration and geographical data using area codes. Interestingly the bid-per-call feature will now allow businesses to bid separately for advert clicks and direct phone calls, meaning marketers can now separate their budgets depending upon the campaign and understand the reach of their search advertising.
