Can You Hear Me Ka-Ching Now? Calls as Conversions Comes to Adwords
Google announced at the beginning of October that phone calls would soon be added as a conversion type within AdWords and that day has finally come.
The mobile click-to-call ads will now be shown in the regular Conversion columns. Calls were previously counted in their own column called "Phone Call Conversions" but grouping them together enables advertisers to use phone calls with automating bidding solutions like Conversion Optimizer. In addition, calls made by customers from mobile and desktop ads will be counted in the “Estimated Total Conversions” column which can be used by advertisers to measure the full value being received from AdWords.
Mobile call conversions are available in countries where Google forwarding numbers are available. Calls as conversions are counted based on the aggregate number of calls generated by ads and the duration of the phone calls. Google indicated that the reporting method being introduced is the same type of reporting they have been providing on calls for several years.