This blog post talk about Search / Display click-to-call ad unit, and how it's cool, useful, and immensely measureable. "Click-to-Call ads are available in 223 countries, but Call Metrics is still in limited release, in the US only."
From a measurement perspective we'e four things we can analyze:
- We can measure the number of clicks on the headline (Budget Car Rental) which leads the user to Budget's website (which does not have mobile friendly landing pages, boo!).
- We can also measure the number of clicks on site links, if there're any in the ad.
- We can measure number of clicks on the phone number, which takes the user on their iPhone / BlackBerry / Android phone into the phone's dialer. Like so. . .
- We can also measure the number of phone calls that were placed to Budget, using, in this case, the Google Call Metrics feature.
In order to collect the data, we've to follow a simple step during the ad creation process for our mobile Click-to-Call ad.
Simply go into your account, choose the campaign, click on the Ad Extensions tab, then in the View menu click on the Phone Extensions (Okay okay that does not sound easy. Trust me it is not too bad). You'll get to this screen. . .
Here're the simple steps:
- Type in the phone number where you want the call to go (your company/IVR number).
- You can choose to only make the advertisement be a Call-only ad, in which case the headline (in our case Budget Car Rental) won't be clickable.
- Check on the Call Metrics radio button. Google will automatically create a Google Voice number that will be displayed on the ad. The awesome part is that we get the sweet, sweet nectar of call tracking data for our calls! : )
- You also have an option to have the Google Voice number be a toll-free number or a specific area code. Choose as appropriate.
You can go into normal AdWords options and choose where to run your ads. Google Search (and Search Partners, or not), Display Network (across all pages or just relevant pages and managed audiences) etc. And of course your budget, position etc. You can also choose targeting options for your ads: All mobile devices, or just certain ones. All carriers or just some.
Hit "Save" and you're on your way to a great mobile ad strategy (don't forget my booing of any advertiser that doesn't have mobile specific landing pages. Do this or watch your bounce rates soar like an Eagle!).
There're three levels of data you can get about your mobile campaigns:
- You Do Nothing: No tags of sites + No encoding URLs with campaigns parameters.
- You Do Something: Tag the conversion page + Auto-tag campaigns URLs.
- You Do Everything: Tag the website pages + Auto-tag campaigns URLs.
Read detailed article on Google Mobile Ads blog.