Google Adds AdWords Call Metrics – Marketers Rejoice
It’s been known for awhile that online marketing can and does drive offline sales, but linking the two together and effectively measuring the impact of internet advertising on offline behavior has been tricky at best. Today, Google introduced “AdWords Call Metrics,” a fusion of Google Voice and AdWords that effectively brings call tracking to AdWords.
The nuts and bolts of the service are fairly straightforward: a unique phone number is assigned to each campaign and can be automatically inserted into ads for both PCs and high-end mobile phones. When a customer calls the number in the ad, they are automatically routed to the business, and AdWords tracks the number and length of calls for each campaign. As is typical for a new product launch, Call Metrics are only available to a “limited number of US advertisers” right now.
Personally, I think this has been a long time coming and it fills a need that has only become more severe as the number of SMBs advertising online has grown. Tracking return on ad spend is crucial for any business, and of course, this move should also help Google out as businesses can see more clearly the value they get from their AdWords advertising.
I’m looking forward to seeing what kind of information we can glean for our clients using this new tool…that is, just as soon as it’s available in our accounts.
Greg Sterling’s post over at Search Engine Land, AdWords And Google Voice Hook Up To Form “AdWords Call Metrics”, also offers some interesting thoughts on Google’s latest offering and what Google may do with it going forward.