Recently, Google has been pumping out a lot of updates and new releases to the Adwords platform. One unique and great update used for conversion tracking is the Dynamic Call Forwarding Tracking code.
What this allows you to do is to track phone call conversions. Essentially, when someone comes through from a Paid Search Click or Display Advertising Click from Google, the number displayed on the website will dynamically change to be associated with that campaign or Display Ad to allow for Offline Attribution. This will continue to happen until the cookie expires, at which point the normal phone number will be shown.
Dynamic Call Forwarding gives Marketers even more ammunition, allowing them to show the value of Google Adwords and which keywords should be used to optimise a site.
What this blog post will cover is how to set up Dynamic Call Forwarding in a step-by-step guide. So let’s get started.
In order for the Dynamic Call Forwarding to work, we must first set up a dynamic call forwarding Ad Extension to be associated with the account.
Within your Google Adwords account, head to the Extensions tab and select Call Extensions.
Hit the big red plus sign shown in the image below. This will bring up further options for setting up the Google Call Extension.
You are then presented with a couple of options. You could use the pre-existing Call Extensions that may be in the account from previous campaigns or you could create a brand new one as illustrated below (highlighted in red). Click on the ‘New Phone Number’ button.
The next section will load, providing you with options that either need to be selected or filled in to make the Call Ad Extension work when your ads show.
Make sure you select the correct country from which the person will be dialling and the appropriate phone number for that area.
Next, The ‘Google Forwarding Phone Number’ option must be selected. This will change your current phone number displayed with your ad to a Google Dynamic Number that is unique to the keyword triggering the Advert.
Leave the option of ‘both my website and phone number’ selected. This means it will cover both mobile and desktop search, unless you would like to specify a separate number for Mobile calls and Desktop calls.
Lastly, there are some advanced options we can also associate with the phone number. However, please note that the default options are fine. Click Save. The Call Extension is now set up to show alongside your ads.
Now that the Call Forwarding number has been associated to a campaign, we must create a conversion for the Dynamic Call Forwarding from the website. Click on Tools > Conversions, as shown in the image below:
You will be presented with the following screen. The account illustrated below containing some already created conversions.
Select the big red button to create a new conversion. You shall then be presented with the following:
Make sure to fill out an appropriate name for the conversion and also make sure ‘calls to a Google Forwarding Number on your website’ is selected. Then hit Save & Continue. You will be presented with the following screen:
We can then assign a value to the Call Conversion and also set the length of time someone should be shown the dynamic phone number to be considered a conversion via a cookie. You can leave it the default 60 seconds but generally we put it at 20 seconds.
Click the ‘Save & Continue’ button again. You should then be presented with the following screen, which provides you with the code that is needed to be placed on the website, as well as instructions on how to implement the code. An additional piece of code is also required; this information can be found by clicking the link below:
The code generated and provided from Google Adwords must then be placed between the opening <head> </head> tags of the website HTML. This is shown in an example below from Knowledge to Action, one of our clients.
Using the link provided in the previous step, a final adjustment needs to be made to the HTML code to make the phone number dynamically change.
The opening <body> tag needs to have the below additional piece of code added to it:
_googWcmGet(target, business_number, options)
The parameters that need changing are the target and business number. The options parameter can be left as is.
The target is generally the class name or ID name that surrounds the phone number in the HTML. The business number is the phone number that Google should forward to.
The end result for Knowledge to Action is the following:
<body onload=”_googWcmGet(‘PhoneNumber’, ‘1800 043 799’);” >
<div class=”container-fluid page_wrap”>
<div class=”logo span4″> <a href=”http://www.knowledgetoaction.com.au/”><img src=”http://www.knowledgetoaction.com.au/wp-content/uploads/2013/09/logo.png” class=”header-image” width=”280″ height=”73″ alt=”” /></a> </div>
<div class=”topright span8″> <ul class=”topmenu”> <li><strong>
<span class=”PhoneNumber”>1800 043 799</span></strong></li>
To test and see if the code is working properly, you must get one of your ads showing in Google Search. Click on it and the phone number should change to a phone number that is different from your normal business address.