News Update: Google AdWords Call Metrics Charging For Calls
If you’re using call metrics in your Google AdWords campaigns, you should be aware that Google will begin charging you $1 when someone manually dials the number displayed with your ad. There is no charge, however, on clicks from users on mobile devices, so basically this means you’ll only incur the extra cost when someone sees your ad in a traditional Web browser and decides to call in manually.
This extra cost isn’t necessarily a negative against using call metrics in your campaigns, and there are many benefits of adding phone numbers to your ads that outweigh the potential extra $1 cost per click. Adding a phone number to your ads has been shown to increase your ad’s click-through rate by 5-30% . It’s a quick and easy way to give your business credibility online. Also, with the number of mobile searches on the rise, you’ll be want to be sure to give mobile searchers an easy way to click and call. Since these incur no additional cost, they could easily offset the cost of other calls.
But the main reason that the extra $1 charge isn’t such a large set back is that the number of calls to your forwarding number will be factored into your ad’s rank, potentially boosting your ad’s position and lowering your cost per click. With this change, of course, will also come additional reporting metrics on call statistics, including call duration, area code, etc.
So, how can you maximize the ROI on calls generated from your online ads? Just as landing pages are important to capture people who have clicked on your ads, you’ll want to make sure you give the same thought to the conversations you provide with people who are calling in. You’ll want to be best prepared to handle calls appropriately to see those calls convert, so everyone handling the calls should be well versed in what ads and/or promotions you’re currently running in AdWords.
The word from Google is that these changes to call metrics, including the added reporting functionalities, will roll out in mid-May. What do you think about the potential of call metrics to enhance your online advertising efforts? Do you see the extra charge being worth it to be able to have a conversation with your potential customers? Let us know in the comments below!
For additional reading on call tracking in Google, check out this article from Search Engine Watch: The Call for Call Tracking Is Answered.
Browse By Category
Get Your Mobile PPC Ready For The Holiday Season
If you are in retail you know that competition to grab your potential customer exponentially increases during Q4.
When You Need To Have The Right Words Use Phrase Match
Learn how to optimize your phrase and modified broad match keywords to best-fit themes.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Top 6 Ways To Get The Most Out Of Mobile With Bing Ads
In this whitepaper, Hanapin Production Specialist Briann Saxman will discuss tactics to shape up mobile campaigns and tailor them for mobile audiences you are trying to reach.
Linking Up With LinkedIn: A Beginner's Guide
With 106 million monthly active users and just shy of 10% of Americans active during work hours, LinkedIn provides significant value for B2B marketing.
Using Business Data Feeds To Implement Marketing Psychology Principles in Y...
I am a big fan of utilizing marketing psychology principles into my ads to help implement user-focused strategies. Ad customizers make this tactic a lot easier.