Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.
Local advertising is booming - in the U.S., the business is expected to grow from $21.7 billion last year to $42.5 billion by 2015, according to BIA/Kelsey – that's 14.4% compound annual growth rate (CAGR).
If all this buzz about Call Tracking, Call Metrics, Call Analytics, etc. gets you confused, you are not alone. As with any other emerging technology, the terminology for Call Tracking is constantly developing.
From the moment the Internet began to emerge as a powerful marketing channel, it became possible to measure impact in ways that had never before been possible. Today companies devote serious resources to tracking visitors and measuring the number of actual orders or purchases generated by an Online campaign.
Lately we have received increasing number of requests from search advertising firms and ad networks to provide a call tracking solution for sponsored link and performance campaigns. Last year according IAB, search advertising spend in Europe totalled 6,7 Billion euros, or 45,8% of total internet ad spend.
Recap from the EADP conference we just attended:
Yesterday I was going through some of the statistics we gather from our search engine customers. Many SMEs limit their Online Advertising budget to Google and their AdWords offer. Hence, are all potential customers only using Google? Our statistics show that Global search engines are used for information gathering, which we all already new. However, when you have made your decision and want to proceed with you purchase, local search engines are used to find a service provider near by you, offering the product you want to purchase.
End of last week, Freespee's consumer technology for large scale number provisioning proved unparalleled in connecting consumers with advertisers via regular phone calls. The Freespee technology is now used at www.gulex.se to track every single phone call and create measurable results for all online advertisers in the Gulex.se directory inventory. The patented dynamic number provisioning engine is a true success, that economize number usage. We are talking about an inventory of 600 000+ advertisers for which Freespee servers mediates all calls. I am proud of our genious developers...and there's more. Watch out...