In November 2010 Google announced the release of its Call Metrics service.
After 8 long months of waiting for the full release of the service, Surojit Chatterjee,AdWords Product Manager, finally announced yesterday that, “Call Metrics, a simple way to get more phone calls and detailed call reports with AdWords, is now available to all advertisers in the US and Canada."
How this works:
Google will show a phone number which is toll-free, to your customers on a full ad that features in the search result on Google.com. If you choose to opt for this Google generated forwarding number along with your advertisements, Google will provide you with an in-depth report of the calls you receive as part of your AdWords campaign itself. In other words, the main aim of these Call Metrics is to enable you advertisers to trace the roots of how the customer who called in found your business in the first place. So, if a prospective customer were to call your business up using the forwarded number, Google will firstly make a note of it followed by forwarding the call to you.
This detailed report will incorporate the number of calls that are received by your business. In addition to that, also included in the report is information such as the location, mainly in form of the post code and the how long the call lasted. An additional option available is, the ability to note the entire or group level summary of your campaign. Or if you wish to get a full update on each and every calls, the metrics will also allow you to download this call to call break down. This means that, as an campaign head this will present you with an opportunity to evaluate your Calls extension's budget and optimization appropriately.
Are you wondering how will you be charged? Well, if your customer were to call you up directly using their mobile when they spot the number besides your ad, you will only get charged by the click. However if they spot the number in any other way, be it on their computer, laptop, MAC or Tablet etc. you will get billed $1 plus the cost of the click.
The prospects of the Call Metrics look quite bright as there are reports which depict that these Click to Call features can in many cases lead to an increase in your businesses CTR or click through rate by 5-30%. Whereby, CTC refers to “The model allows mobile consumers searching Google to click on the phone number in an ad to auto-dial the advertiser. In turn, the advertiser is charged the price of an AdWords click.” An important point to consider here is, most individuals are likely to spot your number via one of the other sources mentioned above. Whilst this will benefit your business regardless, it only means chances are you will end up paying more with each call. So, is it really worth paying so much more with each call?