Explaining 4 ways to measure phone conversions with Google ads with images!

When accepting inquiries, requests for materials, requests for quotations, etc. over the phone, many people probably want to know which advertisement the user saw and called. By using the telephone conversion function of Google Ads , you can understand the advertisements and keywords that lead to calls .

In this article, we will explain how to use the phone conversion feature of Google Ads and what you can do to maximize phone conversions.

Table of contents

  1. What is phone conversion in Google Ads?
  2. Benefits of measuring phone conversions with Google Ads
  3. Different ways to measure phone conversions
  4. 4 Ways to Track Phone Conversions with Google Ads Features
  5. How to measure phone conversions with features other than Google Ads
  6. Tips for maximizing Google Ads phone conversions
  7. Call tracking tools are recommended if you want to measure phone conversions other than Google ads
  8. Measure phone conversions and improve your Google Ads performance

What is phone conversion in Google Ads?

Google Ads phone conversion is a mechanism to understand the keywords searched and the ad sentences clicked by users who made a call triggered by the ad .

Phone conversions are measured when the phone number displayed in the ad is tapped or a call is made to a dedicated phone number generated by Google .

Benefits of measuring phone conversions with Google Ads

By using the Google Ads phone conversion feature, you will get the following benefits:

Understand the keywords and ads that lead to calls

On the Google Ads management screen, you can check the keywords searched and ads clicked by users who led to phone conversions . By doing so, you can understand the keywords and ads that lead to the most phone conversions and improve the performance of your ads .

Accurately understand the cost-effectiveness of advertising

By tracking the number of phone conversions , as well as form inquiries and product purchases , you can get a more accurate picture of the cost effectiveness of your advertising . You can also work on improvement measures such as focusing your budget on cost-effective keywords and campaigns .

Automatically optimize your ad settings

With Google Ads , you can use the function to automatically optimize the ad settings by machine learning the data of users who have converted . If you measure phone conversions, you can automatically optimize your ad settings based on the information about the users who made the call .

Different ways to measure phone conversions

In the first place , there are several ways to measure “phone conversions”, including those other than Google Ads , as shown below.

1. Measure with Google Ads
① Phone number asset
② Call-only ads
③ Transfer phone numbers
④ Measure taps on mobile site phone numbers

2. Measurement using GTM ( Google Tag Manager )

3. Measurement using call tracking tools

Each has its own characteristics, so it is better to measure according to the method that suits your purpose.
Now, I will explain in order from the measurement method using the Google Ads function.

4 Ways to Track Phone Conversions with Google Ads Features

There are four ways to measure phone conversions with the standard features of Google Ads . The advantages and disadvantages of each method and the setting method are as follows.

① Use phone number asset

A phone number asset is an optional feature that allows you to display a phone number in addition to your regular ad text. The advantage is that you can make a call immediately from the advertisement .

However, since the number of times the phone number is tapped is measured as the number of conversions, there is a disadvantage that the actual number of calls cannot be determined.

● Setting method

From the left menu of the Google Ads management screen , click ” Ads and assets ” → ” Assets “.

Click the ” + ” button.

Click ” Phone “.

Enter ” Account ” for the destination, ” Japan ” for the country , enter the phone number to be displayed in the ad in the phone number field , and click ” Save “.

Next, click ” Settings ” → ” Account Settings ” on the left menu of the management screen, select ” On ” in the ” Call Report ” item , and click ” Save ” to complete the setting.

② Use call-only ads

Call-only ads are ads that are focused on making phone calls . One of the benefits is that you can call us immediately for urgent business such as water leak repair requests .

On the other hand, unlike regular search ads , it has the disadvantage of not being able to appeal to website access.

● Setting method

On the Google Ads management screen, click “ Ads and assets ” → “ Ads ” on the left menu, and click the “ + ” button.

Click Call -only Ads .

Enter the necessary items such as phone number, website URL , ad headline, etc., and click ” Save New Ad ” at the bottom of the page .

Finally, just turn on call reporting using the same steps as for setting up the phone number asset above, and you’re all set.

③ Post the Google forwarding phone number on the website

A Google transfer phone number is a number for phone conversion measurement issued by Google . The advantage is that you can use it without having to prepare your own phone number for measurement .

The downside is that the unfamiliar phone number can make users mistrustful.

● Setting method

From the top menu of the Google Ads management screen , click ” Tools and settings ” → ” Measurement ” → ” Conversions “.

Click + New Conversion Action .

Select ” Number of calls ” as the type of conversion , select ” Inquiry to the phone number posted on the website ” as the source of the call, and click ” Continue “.

Enter the necessary items such as phone number and click ” Create and continue “.

Add the ” Google tag ” and “Phone number snippet” code displayed on the next screen to the specified position of the website source code, and the setting is completed.

④ Measure taps on mobile site phone numbers

By embedding a Google Ads conversion tag into your mobile site, you can measure the number of times the phone number on your site is tapped. The advantage is that you can keep your own phone number .

As a demerit, since it only counts the number of times the phone number is tapped, it is likely to differ from the actual number of calls.

● Setting method

Click ” Tools and Settings ” → ” Conversion ” in the upper menu of the Google Ads management screen, select ” Number of calls ” and ” Phone number posted on mobile site ” on the conversion setting screen, and click ” Continue “.

After entering the necessary items such as conversion name and counting method, click ” Create and continue “.

Add the ” Google tag ” and ” Event snippet ” code displayed on the next screen to the specified position of the website source code, and the setting is complete .

How to measure phone conversions with features other than Google Ads

In addition to the standard functions of Google Ads , you can measure phone conversions in the following ways.

Measure phone number taps with Google Tag Manager

Google Tag Manager is a tool that can centrally manage various measurement tags such as access analysis and heat maps .

If you install a Google Tag Manager tag on your website, the advantage is that you can easily measure phone conversions On the other hand, since it measures the number of taps of the phone number, it is disadvantageous that it is likely to differ from the actual number of calls.

● Setting method

From the left menu of the Google Tag Manager management screen , select ” Triggers ” and click ” New “.Under Select Trigger Type, select Click > All Elements .Select ” some clicks ” in the place where the trigger occurs, select ” Click Element ” and ” include “, enter the phone number you want to measure displayed on the website on the far right , and click ” Save ” to complete the setting.

Measure with call tracking tools

A call tracking tool is a tool that can measure the number of calls for each inflow route. The advantage is that more detailed data such as call duration and call content can be obtained.

On the other hand, many tools are paid, so the disadvantage is that they are expensive to install and operate.

● Setting method

The call tracking tool issues a different measurement phone number for each inflow route. By including the tracking phone number in the Google Ads phone asset or landing page , you can check which ad led to the phone conversion.

Also, depending on the type of tool, there may be an automatic linkage function with Google Ads . It is possible to automatically import phone conversion data obtained by call tracking tools into Google Ads and analyze inflow routes.

Tips for maximizing Google Ads phone conversions

Here are some tips for getting more phone conversions with Google Ads :

Improve your ad copy

Improving your ad copy and increasing click-through rates will help maximize phone conversions. It is important to include search keywords in the ad text and appeal to search needs .

For example, a user searching for “used computer purchase price” may want to know how much an old computer can sell for.

In this case, if you include a phrase such as ” We will estimate the purchase price of your computer over the phone ” in the ad text, it will be easier to lead to phone conversions.

Improve your landing page

Improving your landing page to make it more call-friendly is also key to maximizing phone conversions.

Improvement methods include displaying the phone number in an easy-to-understand position on the page and making it stand out by devising fonts and color schemes.

Also, one of the ways to improve it is to specify the specific content that can be inquired by telephone, such as ” Click here for inquiries about products “.

Increase the budget for high-CV campaigns

When running ads with multiple campaigns , the number of phone conversions may vary depending on the campaign . Focusing your advertising budget on campaigns that generate more phone conversions can maximize your results.

Collection of Call Tracking Use Cases

Introduces case studies of telephone effect measurement services and call tracking.

Call tracking tools are recommended if you want to measure phone conversions other than Google ads

Google Ads phone conversion is a function for measuring calls generated via Google Ads . On the other hand, call tracking tools can also measure phone conversions for media other than Google Ads .

The call tracking tool can track phone calls in a wide range of media, including Yahoo! ads , various SNS ads , magazine ads , and flyers. In addition, depending on the type of tool, there are functions such as automatic guidance by voice guidance and text conversion of call contents .

If most of your conversions come from phone calls, consider using a call tracking tool.

Achievement No. 1 “Call Tracker” service materials

This is a service document that describes the Call Tracker of the Call Tracking Service.

Measure phone conversions and improve your Google Ads performance

By measuring Google Ads phone conversions, you can get a more accurate picture of your ad performance and work to improve it. You can also automatically optimize your ad settings using the obtained phone conversion data .

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