Google is now using the technology behind Google Voice to measure the phone calls that Adwords generates for an advertiser.
This new feature is called Call Metrics and works by assigning a unique phone number for each campaign and inserting it as an additional line of ad copy for desktop and “high-end” mobile devices. The calls are routed to your business phone number, which you select and are then tracked in the interface.
This new feature is only available to a limited number of advertisers, however you can check out your Ad Extensions Tab to see if this option has been made available to you.
Call Metrics will allow you to track the amount of calls (and duration) to your business as result of your Adwords efforts. Even though Google plans to charge for Call Metrics in the future, being able to more accurately calculate your return on investment will allow for a more refined strategy and allocation of budget.
Sometimes online and offline marketing strategies can vary throughout different media channels; T.V., radio, local (billboard, print, banners, lamp post flags), pay-per-click (banner, keywords) and more. It is important to keep a consistent flow and messaging throughout all of the various marketing channels especially in your branding messages.
For example, if you are putting out lamp post banners in your downtown area and billboards on the local roads and expressways to promote a special event like a food and wine festival, the messaging would be more powerful layered with online advertising such as search or content with banner ads that deliver the same look and feel of the lamp post message.
For the simplicity of this example, the advertising period is 30 days. Billboards and Lamp post banners have one fixed cost and it is difficult to see a direct ROI from this form of advertising alone. Online advertising (assuming you have a conversion point on your website) is easier to measure and ROI can be determined by looking at the total amount spent divided by your signups online. In online advertising, it is important to notice that you can control many different factors and use these in conjunction with each other to get the “best bang for your buck” online.
Some dynamic features to use in online advertising:
Implementing a multi-channel marketing plan will help complement all forms of advertising. Even though you might not see a direct impact from one or the other, statistics have shown that people might not convert the first time they are aware of the product. For example, a person might see the billboard when driving on the highway each morning, but not actually purchase a ticket to the event until they are surfing the web on their favorite cooking blog in the evening and see the special offer. So, be sure you are leveraging all special touch points with your potential audience or target customers.
Google has now introduced a new way to obtain reporting features offered in AdWords. The reports are no longer only available in the reports section of AdWords. Now, they are moved to a more easily accessible location, the Campaigns tab. I believe Google has done this to try and make the process of reporting simpler for users, but as there is always a learning curve when things change. I am finding it to be a bit more difficult to use these reports this way.
As mentioned, the reports have been moved to the Campaigns tab, where you can view all of your campaign numbers. Pulling a Campaign Performance Report is much different than in the previous reporting screen. Below are a few steps that you will need to take to pull a Campaign Report with the new reporting format.
First, make sure you are on the Campaigns tab. Next, you will want to hit the “columns” button under your dashboard graph. Check off all of the boxes you would like in your report. As you check them off, they will start to populate on the right hand side as a green box. If you would like to change the order of the columns, you can drag and drop the green boxes to change their order. After everything is set to your liking, click the “save” button.
The final step to completing the Campaign Report is to click on the button that shows an arrow pointing down. When doing so, the screen shown below will appear. Select the format, segments you will require (Network, Day, Week, Quarter, Year, Device, etc.) and the email/frequency options.
The last step is to press the “Create” button and generate your report. In this example, the report downloads into excel. It will also download to your account. To find the downloaded reports in your account, look in the left hand navigation bar for a hyperlink to the section “control panel and library”; click on the word and you will be taken to your generated reports.
We hope you will try out the new reporting format. You may find it easier than the previous way of pulling reports.