According to the stats provided by Google Benchmark and Insights, Google display campaigns influence 80% of internet users globally. Online call to business has become the prime source for the buyers to reach the sellers. The StatCounter GlobalStats’s statistics shows that in January 2019, Google has a 92.86% global search engine market share.
By seeing the above statistics, you now have understood how much effective Google ads can be for your business if you use the features of the same correctly. One such feature is call tracking with Google ads, which we are going to discuss below. Meanwhile, read our previous post about a marketing comparison of Google ads with Facebook ads to have a better understanding of the unique uses of the both for the advertisers.
The businesses today are receiving more than a quarter of their work over the phone. In fact, compare to web leads, call conversions are more successful in generating leads and growing business.
Often, small business owners or naïve and beginner businessperson fail to track the source of these calls. They do not realize the future attributes of such calls for their work.
You can watch the video below on how to setup website call conversions with Google ads, or just follow the in-depth guide below.
How Can You Track a Business Call?
Table of Contents
- 1 What is Call Tracking for Business?
- 2 Why Does a Business Need to Have a Call Tracking Service?
- 3 Call Tracking with Google Ads
- 4 How to create Call Extensions with Google in 6 easy steps:
- 4.1 How to Add Call Extension in Bulk?
- 4.2 How Does Call Extension Work?
- 4.3 Analyzing the Performance of your Call Extension:
- 4.4 Analyzing Call Reporting Data:
- 4.5 How Call Reporting Works?
- 4.6 Setting-up Columns for Checking Call Details
- 4.7 Differences between Phone Calls and Phone Call Conversions
- 4.8 Finding Ads Extension Statistics:
- 5 How Does Call Tracking Works for Your Business?
- 6 5 Types of Business That Must Need Call Tracking Service from Google
- 7 Wrapping Up:
Luckily, today numerous tools and software are in the market for tracking business calls. Google is one of the prime and the most popular tool for this. There are other third party tools and applications to use when it comes to call tracking and recording, however Google’s call tracking services is free and often a good way for businesses to get started with call tracking and reporting in general.
Before going in depth about Google’s method of call tracking, let us dive more into the comprehension of call tracking. In addition, it is essential to acknowledge the benefits of call tracking for a clearer concept.
What is Call Tracking for Business?
According to a blog posted on SEJ, alone in the US, businesses are receiving 162 billion calls in 2019. The below graph says a call to business has witnessed 110% growth from 2014 to 2019 especially from digital Ads targeting smartphones.
So, the question is “How do you know which one of your business ads is getting more traffic?”
Earlier people used to have reporting tools for the detailed insights of traffic. But, these tools are limited to only about the geographical insights. They will not inform you about incoming calls for your business.
For instance, a person visited your website. Now you must have the contact number and a calling number on your website for customers to reach you. How will you know the customer found your contact number through your business ads?
Here comes call tracking. Now you can also identify the ads through which customers are reaching you. Call tracking tools help you to identify the exact ads that are converting the traffic to actual lead.
Why Does a Business Need to Have a Call Tracking Service?
Honestly, Google is not the only service provider with the click to call features. However, it is the best among the horde of various call trafficking tools.
Surprisingly, many businesses do not track their offline call with online data. It leads to the failure of the business budget for the marketing and advertisement and they end up spending a fortune.
A business spends a good amount of money on Google Ads. However, deciding the actual investment in PPC is a tricking question. There is only one way to determine ROI. The conversion rate after running the advertisement online helps to comprehend the actual ROI.
According to WordStream, the search-related conversion over the call covers 43% of the total sales conversion. Moreover, 65% of businesses cogitates calls via phone the highest quality of leads. Usually, if a customer reaches a business through a phone call, he most likely purchases from the business.
The advent of smartphones and new technologies has enabled customers to find business from their living rooms. They call to businesses for various reasons viz. booking an appointment or for queries. Tracking these calls and connect them to the marketing efforts will help the business to grow.
Call Tracking with Google Ads
You must have searched places over Google search engine. When you search a place on Google search engine, the results come out with Google map of the nearby location, a road map, the number of stores, etc. You also see the call button after every relevant search result.
As soon you click the call button, a next tab will open. It asks you to either call or cancels the call button. If you choose to call, Google will automatically connect the official call.
Adding a Call Button with Google Ads:
Adding a call extension with Google ads is not rocket science. But, before adding the call extension to the account, campaign or ads group, you need to understand a few things.
- Google allows adding call extensions at a different level.
- However, Google uses the most specific event to show the call extension.
- If you have added a call extension to your Google ad and Google campaign simultaneously, Google will only show the call extension on the Google ads.
- Google overrides the extension based on relevancy and importance.
Location Targeting with a Call Extension & Google ads:
The amalgamation of a call extension and location targeting is the recipe of the best result. When a business uses both the features with ads, Google allows the customer to do a direct call to a specific location. Also, you can gather the call reporting data of the specific location extension and call extension ads. You can then compare the both based on the performance.
How to create Call Extensions with Google in 6 easy steps:
If you are a business owner running ads on Google, you must have a Google Ads (previously Google Adwords) account. For creating a call extension to the Google ads, follow the below-mentioned steps:
1. First, sign in to your Google Ads account.
3. Next step is to choose setting up the conversion objective and goal. Here you pick “phone calls”.
4. The most common option is call extensions or call-only ads, which is the one I will pick for this demonstration. Otherwise “calls to a phone number on your website” is generally also a good option, however we’ll focus on the Google ads part.
5. Next you will need to setup the conversion settings, this is very individual for every business and preferences, so this is totally up to you what you want. Just fill out each step on the formular and then the conversion objective for your call extension ready. There is no right or wrong way of doing so. 1 tip is that we generally recommend having “call length” between 25-45 seconds for our clients, but again it depends. 6. Last step!
- Find the Ads & extensions in the page menu and click on it.
- Then hit Extensions and next hit on the + icon.
- You will now see a list of options. Choose call extensions from there. Then will become visible the add call extension
- Choose where you want to add the call extension (to your account, Campaign, or Ad group).
- If you want to create a new call extension then choose ‘Create new’ and enter the phone number you want to use for getting calls through ads. Alternatively, you can select ‘Use existing’ and select a number from the appeared list if you want to use an already existing call extension.
You can prefer a call extension to other call extensions on mobile phones and tablets. For this, choose the “Device preference” as “Mobile.”
You can also limit the appearance of the phone number in your ads. For instance, you can limit the call number appearance only at the opening hours of the business. For this, you need to click Start/end dates. Schedule your call number emergence by choosing preferred hours. Then save the setting.
How to Add Call Extension in Bulk?
If you want to add multiple call extension with your Google Ads account, the task is easy. You can follow the instructions to add multiple extensions.
- Sign in to the Google Ads account.
- Now, you need to click Ads and Extension given in the page menu. Here you will find the extensions at the top of the page.
- From the drop-down menu, choose extension view.
- You can see boxes next to various extensions. Check all the boxes of call extensions that you wish to edit or add.
- You will see a blue bar above the extension table. Here click Edit button. Now, you can see the drop-down menu. Select Edit extensions from that menu.
- You can see the options asking to Edit, Find or Replace. Chose the option you need and make changes to the extension.
- You can select preview before finalizing your settings.
- When you are satisfied, click Apply and you have added extensions in bulk now to your Google Ads Account.
How Does Call Extension Work?
- When a person sees your ad, he can also see your contact number with the advertisement. Also, there is a call button next to your contact number. People can click on the call button to start an instant call and can talk to you.
- People can also reach to your website by clicking the Ad.
- You can set the business hours beside the call button. Now, people can only see the call button only during business hours.
- Customers do not need to pay extra for calling the business. The calling from call button beside the ad cost the same as the cost of the standard CPC or headline clicks.
- As a business owner, you can count the calls you received. You just need to turn on call reporting in your account and voila. Call reporting helps you to get the detailed conversion information through Google ad to your business.
Analyzing the Performance of your Call Extension:
Adding call extension is not enough. Tracking the performance of the call extension actually help business in the end. Google ads account enables you to check the number of clicks and the impression on your ad account. You can also check the related cost and rest statistics.
Analyzing Call Reporting Data:
Tracking the performance of call reporting is easy with the new Google ads call recording facility. You can track the performance of the call extension as well as location extension and call-only ads. Also, you can check the number of impression the call ad received and the PTR (phone through rate).
You can also access exclusive details of each call like when the call started and when ended. You can identify the call type, area code and the type of call like missed or received.
How Call Reporting Works?
Google forwards the number attached with your Google ads. Call reporting identifies the forwarding number and track the call conversion. You need to understand that call forwarding does not work outside the call recording and even website call.
Setting-up Columns for Checking Call Details
- First, open the statistic table on the Campaign, Ads or keyword tabs. Now click the column icon on top of the statistic table.
- Now is the time to choose call details. After, select the data you want to check and click the checkbox near it.
- You will see the Apply button below the window.
- You did it! Now, you can see columns with the detail statistics.
Differences between Phone Calls and Phone Call Conversions
Not every call that you receive through the click to your Google ads is the same as the call conversion.
When a customer clicks on the call button of your Google ad, the call conversion means the duration of that call. If a call has no duration requirement, it simply means expected reporting is more than call conversion.
Let’s understand this with an example. A customer calls you through the call button option. Now, you have set the call conversion timing is 30 seconds. The customer talks to you for only 25 seconds. The call duration is less than the call conversion. So, Google will report 1 call but will show zero call conversion.
Finding Ads Extension Statistics:
- First, go to your Google ads account and click ads and extension.
- Then click on the extension and a drop-down menu will open.
- You will see the filter icon on the left of the drop-down menu. Click the filter icon.
- For extension statistics, select “Associate view” from the drop-down menu of “Filter”. Now you get the “Extension View” tab. You can select extension view for each campaign, ads or account.
Ads extension statistics shows the analysis for ads on Google search or on Google search partners.
How Does Call Tracking Works for Your Business?
Before learning the function of call tracking for your business, let have a look at these statistics.
- According to the Google local search statistics of 2019, 88% of customers call the business after searching them on their mobile phones.
- 84% of the total revenue of the Alphabet (Google’s parent company) is generated by Google Ads business.
- According to a survey, 86% of customers find a local business by searching on the internet.
Sales calls help to build trust between business and customers. When the products are costly or exclusive, direct calls help between customers and business is a perfect way to close the deals. Only Facebook ads and e-mails are not enough for any business to generate revenue.
5 Types of Business That Must Need Call Tracking Service from Google
Nowadays every business sector needs call tracking for business growth. From small business owners to influencers to big enterprises, call tracking is essential to convert traffic into ROI.
Here is a list of five business types that must use call tracking for Google ads:
1. Small Service Industry & Local companies:
Small business owners like plumbers, cleaning services, painters etc. can’t afford much investment for advertisement. For such industries, Google ads with call tracking are a boon. These service providers can easily connect with local customers through call tracking. Also, these services from Google are cheaper than the advertisement solutions provided by advertising agencies. Using call tracking with Google ads will reduce business cost and maximize business profit.
Industries like financial institutes, banks, media, even the government institutes need to connect with people. The internet is widely used across the globe. From the metro cities to the remote area, millions of internet users click call button option to reach for various services.
2. Emergency Services:
Usually, people refer emergency services for police, ambulance, and fire brigade. However, there are some other services also that come under emergency categories. Mortuary van, vehicle mechanics, medics other than ambulance etc. fall in such categories. Google’s call-to-ads button helps people to reach these service providers quickly in an emergency. Although such services are not mainly for profit maximization, in a long run, Google helps them to generate their revenue at a steady pace.
3. Non-Profit Organizations:
Business organizations mainly focus on revenue and profit maximization. But, a non-profit organization helps in the uplifting of human life. Organizations like women help or childcare need to connect with the needy. Google’s call-to-business button works as a bridge that connects people in need of these organizations.
4. Hospitality Industry:
Businesses like hotel industry, hospitals, tours and travels, restaurants etc. are the prime industries using call tracking with Google ads. Through Facebook and other online social networking channels, these companies advertise their products and services. Call tracking helps them to reach to the potential customers without hassle.
5. Big Business Houses:
The size of an organization is not the actual parameter of success in the industry. Ultimately, it is always the age-long cost-reduction and profit-maximization matter. A big business house has no future if the lead conversion declines. Google’s call-to-business button option helps them not only at the B2C level but also at the B2B level.
Today the marketing of business has changed. Earlier, organizations used to reach customers. Now the concept is the opposite. Customers find companies and organizations on the internet, and Google ads with a call extension is one of the best ways to make your business visible and easily reachable to your potential customers.
Call extensions option in Google ads help connect customers with businesses and services in an easy way. Whatever is the type of organization, without search engine traffic, generating revenue is not easy, and nearly impossible in many cases. From PPC to ROI, the traffic on the website is the deciding factor of success.
Call tracking is certainly bliss when finding customers are a tough task. You can track the customers based on demographics. Further, you can focus your ads on the areas where the traffic is high. Also, you are in a direct touch of the customers and use the data further to convert new customers into your potential customers. Overall, call tracking with Google ads is necessary for every kind of organizations in the modern world where people start their day surfing on the web and go to sleep with their smartphones surfing the internet in it.
Call tracking with Google ads and Google in general is a great way for any business who’s interested in tracking and measuring their SERP and Google ads performance regarding phone calls. If your business relies on inbound calls for your specific service, this feature is definitely a must-have.
Whether you have a local business, “solopreneur” or work in a big corporate business, this is a great feature by Google, and it’s a great way of knowing if you get a good ROI on your SEO and PPC work.