But what about inbound phone calls initiated directly from the search engine results page (SERP)? How can I get granular data from my PPC-ad call extensions and why does this matter?
We know for sure that people are most likely to click to call to get in touch when using a smartphone for business discovery and it’s one of the most important call-for-action touch points your need to offer the visitors of your responsive web site. However, you can also offer a Click-to-Call extension directory in your PPC ad, as it is being shown in the SERP. This is a perfect way to offer a shortcut to the path-to-purchase process for the fast-paced mobile consumer. A comprehensive Ipsos study shows that a large percentage of customers even get angry and annoyed if there’s no option to call a business directly in the SERP.
In average, up to 20% of the total amount of inbound phone calls from your mobile audience is coming from the Call extensions in Google Adwords. With thousands of calls a month in total into your call center, the numbers start to add up and you have a significant attribution leakage if you do not add these events into your data model. Using Freespee, it couldn’t be a lot easier to also collect these events into your dashboard for inbound phone calls. You do not need how to code, you simply login to your Freespee account where you can assign Freespee call extensions for publishing outside your web properties where you have embedded the Freespee script. You decide the level of granularity, keyword groups, ad campaigns or specific keywords. By using stringent naming conventions you make it easier to create funnel analysis for calls that are being initiated outside your web pages.
Once you’re logged in, go to sources in your Freespee account, choose add source, fill in name and media, select area code and what phone number you want Freespee to pass all the calls to. Press save.
Once you have saved it, publish it as an AdWords call extension to identify the spoken conversations with your mobile audience, as they take place also outside your web.