Google Advertisers Dial for Dollars with Google Website Call Conversions
Advertisers have another tool in their digital arsenal to connect online activity to offline conversion.
Google announced today the launch of website call conversions, a way for advertisers to identify and measure calls from their website that occurs after a click on an advertisement. Since 70 percent of all mobile searches have called a business directly from search ads, website call conversions could be just the bridge enterprises with a local presence need to make the Web work.
The website call conversions products dynamically inserts a Google forwarding number on websites that will measure the calls made by customers after they have arrived as a result of a Google search ad. Consumers/end-users can click on the number or dial it directly. Advertisers can then attribute the call conversion and conversion value back to the keyword and ad that drove the visit.
Google also indicated that advertisers can assign different values to calls originating from different pages of their website. For example, a local bakery might assign more value to calls from a product page and less value to calls from their homepage.