One of the challenges on PPC accounts is to justify the ROI on PPC spend. Though there is conversion tracking; many times you know that sales are happening on phone too. A visitor clicks on the adverts gets to the website and then calls the phone number listed on the website. Most of the times these calls do not get counted while calculating the ROI on PPC spend. Especially for services where there is a consultation required the visitors prefer to call. There could have been ways to ask the caller to specify how did he get to know about the business. But, I suppose these are very cumbersome ways and PPC advertisers may not like that.
Google released a beta to Measure the phone calls you get from AdWords. This will effectively help attribute the phone calls to the adwords campaign and thus help get much better ROI figures. The Google technology make it easier than ever to measure the phone calls that AdWords generates for your business. Using the technology behind Google Voice, call metrics assigns your campaign a unique phone number which is automatically inserted into your ad on both desktop and high-end mobile devices, where the number is clickable.
Check how advert looks in the right side of the Sponsored listing
Or on the smart phone:
When a user calls the number in your ad, the call is automatically routed to your business, and AdWords notes that this call took place. Then, when you look at your AdWords reports, you’ll see the number of calls generated by each campaign, call duration, and in the near future, caller area code. You’ll still only pay for clicks on your ads, but we intend to charge for call metrics in the future.
This is going to be very exciting to actually know which keywords and adverts are converting well. The guesswork to justify the ROI is now longer needed. We at Broadplace strongly recommend to use the feature. But our UK clients have to wait for sometime since the Call Metrics is only available to a limited number of US advertisers.
Previous Post: Are you Local in Your SEO?