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RussianDigital marketing is evolving so remarkably! Only during this year, Google has injected its advertising platform AdWords – the main financial arm of Google – with many features. On other hands, Google retired too several other tools within AdWords.
Recently AdWords Product Manager has announced an update concerning the launch of Website Call Conversions. In this post, we will talk about: What is Website Call Conversions? How to track website call conversions? We will be finishing with some Website Call Conversions tips.
What is Website Call Conversions?
First things first, Website Call Conversions feature come in with the launch of different types
of AdWords Extension such as Location Extension, Review extension, Sitelink extension etc. Website call conversion works with Call Extensions.
Website Call Conversion is a feature that is enabled with the use of a unique and dynamic Google Forwarding number that is assigned to you to measure and record all details of the call that happened in your website after a click in AdWords ad.
It is called Website call Conversion as it is used to trace calls as conversions in your Google AdWords of a specified duration that you determine.
How to Track Website Call Conversions?
Measuring conversions are a way to know what is working for you and what’s not. There is a free tool called Conversion Tracking provided by AdWords to trace what happens when a customer clicks on your ads.
Tracking website call conversions is a two steps process: (fairly complicated process)
First Step:
This is how you set up your Conversion Tracking in Google AdWords. You can obtain the code snippet by following this path:
In Google AdWords Interface choose Tools >> Conversions >> Click +Conversion to add one >> Enter Conversion Name(Calls from my website example) >> Choose ””Calls to a Google forwarding number on your website” in the Source field >> continue with filling some fields according to your needs.
Congratulations you have just finished the first step. You can choose to send this code snippet to your website administrator or you can place it by yourself between the <head></head> if you know what you are doing.
Second Step:
Here you are required to add 2 Javascripts on the pages that you are willing to show your Google Forwarding Number. Remember we already created in the first step the first snippet. Now we are going to use googWcmGet function to replace your phone number by Google one.
This is how the second code of Javascript for Website Call Conversions looks like _googWcmGet(target, business_number, options)
To know more details, documentation and examples, please refer to their Help Center .
Website Call Conversions Tips:
The following what you should know regarding Website call conversions ===>
1- Website call conversions is working with Google Forwarding numbers which available ONLY in U.S, Australia, France, Germany, Spain and UK. (Canada is excluded!!)
2- Make sure your codes placed in the right place with the right functions.(target: CSS Class name or Callback function)
3- It is advised to wait an hour for your ads to be enabled to starting counting conversion.
4- You will be charged when checking if it’s working. If you are testing repeatedly, delete ”gwcm” cookie stored on your browser before clicking on your ad again.
5- The lasting duration of Google Forwarding number is up to 90 days.
6- It works with third-party tracking vendors.
7- You can make customization to the phone number to match the feel or look of your website.
8- Google Forwarding Numbers do NOT work with Display Network (Display-only campaigns), Ads with low traffic, and Outside of Google ads
9- Do not confuse Call Extension with Website Call Conversion! Call Extension is shown on Ads like Sitelinks Extension, but Website call conversions is displayed on your own Website.
10- Poor Advanced reporting
Overview:
It is clearly that this update will help businesses that rely on phone calls to generate sales by direct voice-connecting with the potential clients who are interested in purchasing what they need online. This is a great feature as it enables the identification and measurement of calls coming from the business website that occur after an ad click.
What are your thoughts about Website Call Conversions? Do you find it helpful? Do you have some issues implementing it? Please share your comments or experience below.
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