Set Up Website Call Conversions - AdWords In Under Five Minutes
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Learn the value of website call conversions, how they work, and how to set up this feature in your AdWords account to more accurately measure your return on investment!
00:00 Hi everyone, this is AdWords In Under Five Minutes, and this video will teach you everything you need to know to set up website call conversions. Let’s get started!
00:19 Website call conversions allow you to track the number of phone calls you receive from customers who found your business through AdWords, clicked through to your website, and then placed a call as a result.
00:30 With website call conversions, you can actually track the number of these calls that are a direct result of a click on your ad. This is particularly valuable since many customers won’t place a call until after they’ve read more about a business on the website.
00:45 So how does this work? You’ll add a small snippet of code on your website that dynamically inserts a Google forwarding number where your current phone number is displayed in text on your website. The call will be routed to your business as usual, and AdWords will attribute that call as a conversion in your account so you can more accurately track your return on investment and optimize your account based on valuable call data.
1:08 To get started, click the Tools tab from the top navigation bar, and select Conversions from the drop-down menu. Click the red + Conversion button and select the "Phone calls" option on the next screen. Select “Calls to a Google forwarding number on your website” from the options listed.
1:30 Here you’ll enter the name of the phone call conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. An example might be "Flower phone orders" or "Booking calls."
1:46 Next click “Value” so you can enter a value for each call, or select "Don't assign a value" if you'd prefer not to assign a value to each call you receive from the website. Then click done.
1:58 Next click Call Length so you can enter the minimum length, in seconds, that a phone call needs to last to be counted as a conversion. For example, if you set the call length to 60 seconds, then a 30 second call would not be counted as a conversion, so really think about the call length that a valuable call would have at the very minimum. Click done once you’ve entered that value.
2:19 Next, click Count and select whether to count all or unique conversions. "All" is best for sales; "unique" is best for leads.
2:32 Next on the list, select a conversion window. This is how long after an ad click or ad impression you want to track conversions for this conversion action. The window can be as short as one week or as long as 60 days. For example, if a user clicked on an ad today, how long after today’s click would you still want to attribute their call as a conversion from AdWords? Once you’ve done that, click Done.
3:00 Lastly, select the category that best applies to your conversion.
3:04 Click into the Optimization section next, so you can add data from this conversion action to your "Conv. (opt.)" columns in your AdWords account. It allows you to optimize bids for this conversion action when using automated bid strategies such as Target return on ad spend, Enhanced cost-per-click, or Conversion Optimizer.
3:31 On the next page, you’ll find the snippet of code you’ll need to add to your website. Underneath the code, you can actually email it directly to your web developer, or yourself if you are going to add it to the website. And that’s it! Easy, right?
3:46 Once you click Done on the bottom of the page, you may be prompted with a pop up window that reads “To enable this conversion action, you need to configure your call extensions.”
3:56 If so, click the blue “Go to Call Extensions button” and create a call extension with a Google Forwarding number. If you’d like any help creating it, check out this video right here for step by step instructions.
4:10 You can find reporting details for your website call conversions in two places. First, click Tools in the top navigation bar of your account and select “Conversions.” Adjust the date range to your needs and you’ll see key metrics in the table. Second, you can view details about the calls by clicking on the Dimensions tab in the row of gray tabs and selecting “Call Details” from the “View” drop down.
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4:39 If you have any other questions about this topic, you can ask a question on social media, discuss this on the AdWords Community, chat to us online, or pick up the phone and give us a call!
Thanks for tuning in, and have a great day!