Call Tracking for Search: Google Gets Calls!

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Google AdWords recently added the ability for advertisers to run pay-per-call campaigns via local search ads on mobile. If you haven't yet had the chance to check it out, click here.

This is a great move by Google. Despite today’s digital lifestyles and the growth in online commerce, the phone number continues to wield considerable sales power. Supporting the advertisers' ability to display a phone number is better for the consumer, the advertiser, and Google. Their initial beta tests showed CTR's going up by 5-30% when phone numbers are included in ads. Many of our affiliate network and agency partners clients are continuing to experience similar CTR lift on their online campaign initiatives (search, display, content posts, social media, etc.) when a phone number is included in the advertisement. From a consumer standpoint, lets face it, it's not real easy to complete a purchase on the mobile device and often there are questions involved that are more easily answered through a phone conversation.

Credibility for the advertiser and flexibility for the customer are just the beginning. In most cases a call delivers more value than a click, with the trained sales agent’s personalization, upsell and cross-sell capabilities translating into higher conversion rates. Advertisers can’t lose with phone numbers. Customers get the experience they want, and advertisers get the revenue boost they need.