When an advertiser places a text ad through Google AdWords and opts into Call Metrics, Google automatically assigns a unique toll-free number exclusive to that particular ad. Calls to the number are routed to the advertiser’s phone line, while Google keeps track of how many calls each ad brings in as well as information such as call duration, caller’s area code, and where the ad was seen—such as on a desktop or mobile device. Combined with WebMetro/Godwin’s ability to track users who visit a landing page linked to from the ad, Call Metrics provides a clearer picture of the path of inquiries and bookings.
Godwin clients Sandestin Golf and Beach Resort and MedjetAssist were selected to beta test Call Metrics, and both have seen a strong ROI; they have received 200-300 leads per month since February. Google Call Metrics fills in a missing piece of the integrated advertising puzzle and provides another method to track the effectiveness of an AdWords campaign.