Recently one of our SEO customers turned to us for help with Google Ads. She asked us to check her Google Ads account to answer this question:
What keywords and ads have recently led to new phone calls? “
This is a common situation where a company sees an increase in calls and wants to determine what works to try to replicate in the future.
In this case, I personally checked the account and it only took a minute after I signed up. This is because call tracking wasn’t set up properly in the account, so it wasn’t sure which keywords and ads were showing calls.
Unfortunately, I see this quite often in accounts that we check. Google did it appear It is very easy and quick for companies to start advertising. In reality, however, some technical settings are required if you want to measure your results and make smart marketing decisions. An example is Call tracking.
Why is tracking phone calls critical?
This should be obvious, but it is worth repeating. If one of the goals of your ads is to generate phone call leads, you need to keep track of which calls Google Ads receives compared to other marketing channels (such as SEO, social media, print ads, radio ads, etc.). Just because you see an influx of calls doesn’t mean that those calls were generated by Google Ads.
Knowing that the calls came from Google Ads is just the beginning …
Next, you need to know which keywords and ads in your account are making calls. This way, you can raise and lower the bids for the best performing keywords, or even stop the keywords that don’t generate phone calls. You can also try out different ad copies to see which ads trigger more calls.
In addition to amount of phone calls you should also measure that quality of these calls. How many of these calls came from legitimate leads? How many were wrong numbers? How many were robocalls? It’s great to see a lot of calls from Google Ads, but you have to measure the quality of those calls if you want to get the full picture.
After all, ideally you know how many of these calls have led to sales. Because phone calls are made over the Internet, you cannot install a conversion pixel on your website to track sales, as is the case with an e-commerce website. However, sales of phone calls can be tracked on Google Ads and we will come back to them shortly.
How can you track the number of calls?
Warning: This section will be a bit technical, but don’t skip it! It is important to understand all of these steps from a high level, even if you are not the one implementing the setup.
First, you need to understand that your Google Ads campaign contains two sources of phone calls:
- Calls from ads
- Calls from your website
Calls from ads
Calls from ads are phone calls from the phone number specified in the ad copy on computers, or phone calls made by clicking the call button on a mobile ad (see below).
To set up call tracking from your ads, you first need to create one Call extension. This will tell Google to show your phone number in your ads. Then navigate to the “Conversions” section of Google Ads (Tools & Settings> Conversions). Click the blue and white plus sign to create a new conversion and select “Phone calls” from the 4 options. Then select “Calls from Call Extension Ads or Call Only Ads” (see below).
Complete the form on the next page to complete the setup.
Calls from your website
Calls from your website are simply calls from the phone number provided on your website. To track these calls, do the same as described above, except that you click on the second option: “Calls to a phone number on your website”. For this tracking to work, you need to install the tracking code on your website. Because of this, this can become a bit technical.
At this point, if you follow the steps above, you’ll see which keywords and ads in your Google Ads account are making phone calls. In other words, you can measure the number of calls.
But what about the quality of these calls?
How can you track the quality of calls?
To measure the quality of calls, you need to set up a dedicated phone number that you only use for calls from your Google Ads account. We use and recommend Convirza, but there are plenty of options to set up a dedicated phone number with call recording.
Call recording is key because it allows you to listen to calls and measure the quality of leads.
If you have your own number, navigate to the call extensions you previously set up in Google Ads. Replace your business phone number in the call extension with your new dedicated tracking and tracking number. Once that’s done, Google will route all calls through your tracking and tracking number.
Voila! You can now see how many calls are coming from Google Ads, and you can also listen to the call recordings to monitor call quality.
But what about measuring the sales generated from these calls?
How do you track phone call sales?
You may have noticed when setting up call conversions in Google Ads that there was a fourth option called “Import”. Google added this fourth type of conversion to help companies import even more conversion data from other sources, such as your CRM (Customer Relationship Management) tool.
For this to work, you must first create the import conversion in Google Ads by clicking this fourth option and filling out the form. You would then like to set up a “whisper” for your dedicated tracking and recording number. A whisper tells you where the call from your receptionist or salesperson came from. For example, your voice whisper might say “Call from Google Ads”. At this point, your team knows where the call came from and can document this in your CRM.
As your team goes through your sales process and begins closing sales, you’ll see a list of sales made from Google Ads phone calls. Create a spreadsheet file with this template and add the required information. When your file is ready, navigate to the “Conversion” section of Google Ads and click on “Uploads” in the navigation on the left. On this page, you can upload your spreadsheet file, preview it, and then click Apply to upload the information to Google (see below).
Once your file has been uploaded, Google compares the call data in your account so you can see which keywords and ads have generated phone call revenue.
That’s it! You now track the number of calls, the quality of the calls, and even the sales of calls generated from your Google Ads account.
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