Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.
A week ago one of our customers, a nation wide car rental service, were looking at their call stats from their market spending in Yellow pages. They were very satisfied with the volume of received calls, but the number of missed calls was also too high.
We showed them how too drill down into detailed call analytics in Freespee Advertiser. Now they could see a pattern in the missed calls. It was an easy fix by better resource planning and now all calls are answered.
If a typical order is worth 250 EUR, I guess they are satisfied.