The telephone – once a revolutionary design that has had a massive impact on the way we communicate. Then came the computer and the internet – a seeming departure away from the telephone as things got less personal (well voice-to-voice anyway) and much more automated. In the age of online shopping and general e-commerce, automation is certainly the norm, but there is no need to pull the phone out of the socket just yet as it appears that it is making somewhat of a comeback!
There are still plenty of situations where customers need to reach a business by a telephonic method and so there has been a continuing presence (even rise) of ‘click to call’ actions.
If organisations have wanted to track phone call conversions comprehensively then traditionally this has been a problem as there has only been very basic and limited data available. For example, in Google Adwords, phonecalls of a certain length of time have been the only real metric that could have been followed. However in recognition of the continuing presence of phone call conversions Google has recently launched imported call conversions which give the user a much more exciting and dynamic scope of information. Now users will be able to find out a greater variety of metrics including the amount of revenue which has been directly attributable to those phone call conversions. If a company would like to take advantage of these new features then they will need to supply a phone number, the starting time of the call, and the length of the call as bare minimum figures. After this, custom data can then be achieved.
Many organisations are already praising this new feature, saying that it is allowing them to target and refine their advertising campaigns in a better way, by allowing more money to be spent on call advertising terms which in turn increase revenue.
There is no doubt that the more information at businesses disposable the better. Not only does this provide greater transparency, but it allows freedom and the option to choose what is right and working for them. This can then be based on facts and statistics rather than hope and guess work!
What will they think of next?
If you are interested in finding out more about pay per click (PPC) campaigns then click our link for more information.