The tagline for Google’s Enhanced Campaigns is, “marketing for a constantly connected world,” and basically that means search marketers no longer need (or get to have) distinct mobile campaigns –  they can target customers based on location, time of day, and device type within the same campaign.

The walls dividing mobile and desktop continue to fade and marketers are taking the necessary steps to consistently market with mobile audiences in mind. AdWords enhanced campaigns are nudging marketers in the mobile-first direction,  but there’s still a huge hole in mobile analytics.

Upgraded Ad Extensions

One of the most well received features of enhanced campaigns is the upgraded ad extensions. Ad extensions include sitelinks, call extensions, location extensions, and social extensions to name a few, and they make your ads bigger, more relevant and clickable. With enhanced campaigns these extensions have some handy new features mostly centering around increased customizability and more detailed reporting.

What could Google have possibly left out? Phone calls. The improved ad extensions and reporting don’t cut it.

The Full Value of Phone Calls

In this mobile world, phone calls are more important than ever. They are an incredible leads source -consumers are 10 times more likely to make a purchase if they pick up the phone than if they simply click a link.

Google knows the value of mobile driven phone calls – they’ve even introduced a calculator to help businesses see how mobile drives all forms of conversions: in-store, app downloads, cross-device, mobile device and, you guessed it, phone calls.

They may know the value of calls, but they don’t offer a comprehensive way to close the loop between inbound calls and your marketing efforts and sales.

The Gaping Hole

Though Google captures some call data there are still huge holes – holes that will completely skew your data, like a black hole skews the fabric of time and space.

What about consumers who click through to your site and then place a call? Google AdWords analytics doesn’t track those. Call extensions and Google forwarding numbers only capture phone calls placed directly from an AdWords text or display ad.

Once a  consumer, on mobile or desktop, clicks your PPC ad through to an ad-specific landing page or your website, Google has no way of tracking any resulting phone calls. You’re left with a very incomplete picture – think about the potential customers who are clicking-through to get a little more information before picking up the phone! Of course, this isn’t a problem if you aren’t displaying your business’s phone number, but I hope by now you realize how important it is to give consumers the option to call.

Without understanding the source of all your phone calls it’s impossible to know the full value of mobile, or recognize which marketing efforts, which AdWords campaigns and which keywords are working.

Filling the Hole, Closing the Loop

The only way to track all your phone calls is by integrating a complete call marketing solution with your Google Analytics. Invoca is all about clicks and calls, which is why our platform captures all call data and sends it to your Google Analytics (which can also be imported to your AdWords account).

Our call marketing automation tracks all calls from PPC, display, third-party media partners, and even offline marketing campaigns. We provide in-depth analytics so you know exactly what campaigns and channels are the most effective. With Invoca  you follow the consumer from the keyword they search, to the Adwords campaign they clicked, to the landing page, to the phone call.

If you want to close the loop between your PPC marketing and sales, request more information or schedule a demo!


Amber Tiffany

Posted by Amber Tiffany

Amber has a background in content strategy and brings her passion for writing along with her two first names to the role of Senior Content Marketing Manager at Invoca. Amber began her career as a marketing copywriter and has since gained experience in SEM and content strategy for both B2C and B2B organizations. Amber loves the outdoors, physical activity, especially when it’s competitive, reading and attempting to be musical. She is currently training daily to become the first female champion in Invoca’s Ping Pong League history.

One Comment

  1. Avatar
    Chris MacDonald December 9, 2013 at 3:36 pm

    Well put. I try to explain this to people often. There’s a great little bar graph that shows that it costs around 10x as much to generate one QUALIFIED call using enhanced Google campaigns as it does using a robust call tracking / analytics system and promoting the offer through SEO and SEM (and / or any other marketing channels).

    The current state of call-based performance marketing is the closest thing to positive ROi marketing for SMB’s in the history of advertising and the ONLY viable marketing channel that draws a low (or no) – risk direct line from the advertisement to ‘phones ringing and doors swinging’; it is the ultimate conversion.

    But that is just the first half of this transformative, call-based performance model. The data harvested from the soup-to-nuts process of executing pay per call campaigns is the ACTIONABLE data that it generates. SMB’s who use this channel get a positive ROI advertising opportunity and data that they can not only understand, but implement quickly and easily.

    Sometimes we forget just how much each dollar means to a local business / SMB. Marketing can no longer be an expense. It must be an investment.


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