One of the most common use cases of call tracking is to determine the value of AdWords campaigns.
According to Google, 70% of all mobile searchers have called a business directly from search ads.
Marketers that are not tracking phone calls are missing out on the full picture as well as potential revenue. They are also failing to get credit for the leads and ROI of the phone calls that their campaigns produce.
Implementing call tracking with your AdWords Campaigns can be broken down into three steps:
1) Dynamic Number Insertion (DNI)
A piece of JavaScript is inserted into the header code of a website. It makes it possible for the phone number that is displayed on a page to dynamically change according to the user session or keyword group. This means that marketers can track the specific campaigns that are producing calls.
2) Conversions
Conversation Analytics extracts data from the phone calls to tell you which ads, keywords and campaigns are producing conversions.
3) Optimization
Once marketers are able to distinguish between campaigns that are profitable from those that are not, they can use this data to restructure campaigns and improve the ROI of their AdWords spend.
