“With website call conversions, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls,” Anurag Agrawal, Google product manager for AdWords, said in an official blog post.
All website owners have to do to track these conversions is to insert a small snippet of code into their websites. The code will track either users pressing “click-to-call” or dialing the number directly on their smartphones. Customers can give more weight to some pages for than others. Agrawal gave the example of a car dealership paying more attention to calls from its test drive page rather than the main homepage.
The new feature comes as more people adopt mobile devices, where the traditional web-based advertising model seems to struggle. Google derives most of its revenue from advertising and is the developer of one of the major mobile platforms, Android (News - Alert). The company has a major stake in the success of mobile advertising. Advertising only makes sense when the people who see it actually buy something, after all.
Tracking call conversions seems to hold a lot of promise for the company. Google claims in a research report that 70 percent of mobile searchers call numbers they see in mobile ads. Advertisers need to see that their campaigns are successful before they plunge more money into them. Google hopes the call conversions feature will convince advertisers that mobile advertising is viable.
Google has already tested this new feature with several advertisers and they’ve already begun singing its praises.
“We rely on phone calls to connect directly with our customers and help them purchase the products they need,” 1000Bulbs director of marketing Jeremy Foster said. “Though we’ve always known clicks on our search ads result in calls from our website, we haven't been able to easily measure and tie them back to our AdWords campaigns. After implementing website call conversions, we discovered that AdWords was not only driving over twice as many calls than previously thought, but that our customers also talk to us for over five minutes on calls originating from our site.