Googleは、以前よりAdWordsで提供をしていたコールセンターへの電話(click to call)件数の計測の強化を発表した。
Mobile click-to-call has made it easier than ever for consumers to connect with businesses over the phone. And growth in call volume shows no signs of slowing down. In fact, calls to U.S. businesses from smartphones are predicted to reach nearly 162 billion by 2019, a 73% increase from 2015.
Even though calls are a major source of conversions for many businesses, it can be challenging to measure a consumer journey that starts online from a search ad and ends with an offline conversation. Today, we’re announcing imported call conversionsto help advertisers attribute revenue from phone calls back to their AdWords campaigns more accurately. This will roll out to all advertisers over the next few weeks.
Know which parts of your campaigns drive the most valuable calls
Previously, advertisers have been able to measure call conversions using call length. For example, a travel advertiser may identify that calls resulting in new bookings typically last for at least one minute and set that as the minimum duration required to count a call as a conversion.
Imported call conversions now allows you to go a step beyond call length and measure the true conversion value of paid calls from mobile click-to-call ads or your website. You can also distinguish between various types of customer actions that you may value differently. For example, the travel advertiser might assign revenue amounts to different call types like new bookings, rate requests, service calls, and customer upsells to a larger trip package. With insights gathered from imported call conversions, they can then automatically optimize keyword bids to drive more valuable calls using Target ROAS automated bidding.