Google Throws AdWords Hat Into Call-Tracking Ring

Big G is effectively employing its Google Voice technology to boost paid search ads through call tracking via local and toll-free VoIP phone numbers. Expanding from private beta, Call Metrics “automatically includes a unique phone number in your ads to measure the calls that you receive from AdWords,” wrote Surojit Chatterjee, senior product manager for AdWords. With mobile devices, advertisers can buy calls exclusively via Click to Call, a feature not available yet for PCs.

“For starters, Google Call Metrics tracks just one digital advertising channel, AdWords. For clients wanting to track phone responses from Bing, Facebook, email marketing, display ads, as well as physical world advertising (which they do), an open platform is necessary.

“Plus, for service businesses where upselling, ‘closing,’ or consultation takes place, Google's VOIP phone lines are not reliable enough. Imagine trying to sell a time-share in Aspen and having to ask the prospective customer three times what floorplan he likes because of echoes and call drops.

“Finally, businesses want the call records, which Google will not provide. Our clients like to be able to see their phone calls as easily as they do their Outlook Inbox. Just click on a row and see all the vital stats plus the call recording. These vital stats are key because the phone number is the unique identifier that synchronizes with the CRM, which allows the company to calculate end-to-end ROI….”