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How Call Analytics Can Help Optimise Your Google Ads Campaigns

Announcement posted by WildJar 20 Sep 2021

Google Ads is a great tool for generating targeted leads. It also offers many features that enable advertisers to track their campaigns' performance. Google also offers call forwarding as one of its features. Advertisers can track calls made by Google call extensions and call-only ads using Google's forwarding numbers. Google's call forwarding service provides information such as the duration of calls and the area code of callers. Although Google forwarding numbers are useful for gaining insight into Ads campaigns' success, they don't give all the metrics that data-driven marketers need to optimise their Ads marketing. We'll be discussing what makes full call tracking different from Google Ads call monitoring features, and how you can use call analytics to make the most of your Ads campaigns.

How can call tracking solutions provide greater accuracy than Google Ads?

Fully-featured call tracking services provide a wealth of data that Google forwarding numbers can't. Although Ads call tracking information is useful, it cannot match the accuracy and quantity of call tracking data.

  • Campaign-Level Monitoring: Google's call tracking feature only tracks calls generated by call extensions or call-only-ads. Marketers are left in the dark about the performance of other important digital marketing components. You can track all your Ads campaigns using a call tracking platform like WildJar, such as search partner marketing and remarketing campaigns. This allows you to track the performance of all your PPC campaigns and gives you a complete picture.
  • Session data: While knowing the keyword and ad that brought a caller to your site is helpful information, understanding how they navigate through your site gives you even more insight. Call tracking software tracks each visitor's web session, from the first time they land on your site until they call. You can learn more about the pages and content that visitors call to optimise your content and SEO strategies by understanding their behaviour.

Call tracking - get more from your call

Call analytics is a more powerful tool than call forwarding, and it's evident that call analytics can deliver more detailed and compelling data. Fully-featured call tracking solutions offer two key features that are unavailable with call forwarding. First, call tracking companies recognise that your phone number goes beyond a number. To ensure continuity for customers, they allow you to use your tracking number wherever you like. Call recording and robust reporting allow you to analyse calls quickly and efficiently.

  • Flexibility and Ownership: Tracking numbers obtained from standalone call tracking providers are yours to use wherever you like for as long or little as you wish. Your tracking numbers can be confidently placed in printed marketing materials and online directories. You can also take your existing phone number with you if you don't want to use it for call tracking, or if you wish to change the call analytics provider. Google call forwarding does not allow this.
  • Call recording: You may know which campaigns generate calls, but how do you assess the quality of those calls? Call recording is the answer. Call recording is a powerful tool for call tracking. You can listen to recorded calls to identify which leads are high-quality and qualify them. You can also get insight from your customers by recording calls. This information allows you to bid confidently on keywords, knowing they are keywords that will drive customers and prospects.

Call analytics is a great way to make the most of Ads

Google Ads is a marketing technology that is widely used today and will continue to be so for many years. Call analytics is better than Ads call forwarding if you want to expand your Ads campaigns beyond clicking into calls. Call analytics provides more detailed data, more flexibility regarding phone number use and more advanced features such as call recording. Call analytics is an excellent choice for data-driven marketers who want to improve their bottom line and make their marketing more efficient. WildJar's integration with Google Ads will also help close the attribution gap.

Learn more about WildJar's call tracking technology.