Last summer, Google introduced website call conversions to let advertisers track calls that occur after an ad click. It involves putting a snippet of code on your site, and measuring calls through a Google dynamically inserted Google forwarding number from potential customers who skipped the click-to-call portion of your ad, and checked out your site first.
Last fall, Google launched local forwarding numbers that utilize area codes local to where the business is located to inspire more clicks or calls from users who may prefer to call a number with a recognizable area code. This was initially just available in the U.S.
On Tuesday, Google announced the expansion of forwarding numbers to Canada.
"The ability to call a business is often critical in helping potential customers complete a purchase," writes AdWords product manager Amit Agarwal in a blog post. "In fact, 61% of mobile searchers say it's extremely important to be able to call a business during the purchase phase of the shopping process. Measuring these phone calls to your business is essential for understanding the full value of Google search ads and making informed decisions for acquiring new customers. That’s why we’re excited to announce the launch of Google forwarding numbers in Canada."
"In addition to measuring call conversions, Google forwarding numbers also allow you to assign a conversion value," says Agarwal. " or example, a business might assign a revenue value to calls that last over 5 minutes. By measuring these calls, you can automatically optimize your keyword bids to drive more valuable calls using Target ROAS. This flexible bid strategy factors in signals like device, location, and time of day to make auction-time bid adjustments that maximize call conversion value, while reaching your business goals."
Canadian businesses can learn more about utilizing all of this here.
Images via Google