Understanding Google Adwords Call Extensions: A Comprehensive Guide for Marketers

Google Ads Call Extensions allow advertisers to add click-to-call buttons to their text ads, providing customers with an easy way to contact the business directly from the search results page. In this in-depth guide, we’ll cover everything you need to know about setting up and optimizing Call Extensions to boost your contact and conversion rates.

How Do Google Ads Call Extensions Work?

When implementing Call Extensions, Google will display a clickable phone number alongside your ads. Clicking or tapping this number automatically dials your business number.

Ads with Call Extensions show up both on mobile and desktop. On a mobile device, users can simply tap the number to place the call directly from their phone browser without needing to open another app.

This streamlines the calling process, making it easy for potential customers to contact your business with just one click. It increases your chances of converting searches into sales calls.

Setting Up Call Extensions

Setting up Call Extensions is simple within the Google Ads interface. Here are the basic steps:

1. Go to the “Extensions” tab and select “Call”.
2. Choose the campaign, ad group, or individual ad where you want to add the number.
3. Enter your business phone number.
4. Save your changes.

You can add Call Extensions at the account, campaign, ad group, or ad level. The most specific level takes precedence.

It’s best practice to use a dedicated toll-free or local number for tracking purposes. Google also offers “forwarding numbers” that route calls to your existing line while providing analytics.

Call Extension Best Practices

Here are some tips for optimizing your Call Extensions implementation:

• Use geolocation: Add country-specific numbers to match caller IDs to the searcher’s location.
• Set business hours. Inform customers when you’re available to take calls.
• Prioritize mobile: 90% of searches happen on mobile, so focus on call extensions there .
• Test different numbers—A/B test toll-free vs. local numbers—to see which performs better for your business.
• Integrate with CRM: Pull call data into your CRM to track leads and close more sales.
• Monitor performance: Regularly check metrics like call rate, duration, and busiest times to refine your approach.

With testing and optimization, Call Extensions can help turn casual searchers into qualified sales leads.

Tracking Performance With Call Reporting

When using a Google forwarding number for Call Extensions, you gain access to powerful call analytics through the “Calls” section in your Google Ads account.

Here are some of the key metrics included in call reporting:

• Number of calls
• Average call duration
• Call rate by device, location
• Answered vs. unanswered calls
• Busy hours report
• Value of calls by campaign

This insight helps quantify the Return on Investment (ROI) of your Call Extensions and see which campaigns, ads, and numbers are driving the most leads . You can then double down on top-performing strategies.

Additional Resources On Using Call Extensions Effectively

• Google’s Help Center on Call Extensions: Official documentation on setting up calls.
• Examples of Businesses Using Call Extensions: Real-world case studies from different industries.
• Tutorial On Integrating Call Data: How to Pull Calls into Your CRM for Better Lead Routing.
• Checklist For Testing Variables: Factors to try changing in A/B tests like hours, devices, and numbers.

With proper setup and ongoing optimization, Call Extensions provide an impactful way to drive more qualified leads and sales from your Google Ads. Let me know if you have any other questions!

Key Takeaways

• Call Extensions make it easy for users to contact your business directly from search results on mobile and desktop.
• Set them up at the campaign, ad group, or ad level within Google Ads, and prioritize mobile placement.
• Use geolocation and multiple phone numbers, like toll-free vs. local, for different regions.
• Integrate call data with your CRM and track key metrics like call rate from reporting for ongoing refinement.
• Consider adding business hours and regularly testing new variables through A/B testing.

FAQ

1. <a name=”call-extensions-FAQ”>What are the main advantages of Call Extensions?</a>
   • They allow users to place a call to your business with just one click or tap on mobile. This streamlines contacting you based on search results.
2. <a name=”call-extensions-priority”>How does the placement level priority work for Call Extensions?</a>
   • The most specific level, such as the ad level, will override any extensions set at broader levels like campaign or account. So an ad-level number shows over a campaign number.
3. <a name=”call-forwarding”>What is a Google forwarding number and how does call reporting work with it?</a>
   • A forwarding number routes calls to your regular business line while providing analytics in Google Ads. This allows tracking of metrics like call rate directly in your account.
4. <a name=”mobile-searches”>Why is mobile optimization important for Call Extensions?</a>
   • Around 90% of all searches now happen on smartphones. Focusing extensions there means they’ll be visible to most potential customers at the point of search.
5. <a name=”call-reporting-metrics”>What type of metrics are included in call reporting?</a>
   • Things like calls, duration, location, device, unanswered vs. answered, hourly call volume, and campaign attribution value are all trackable through call analytics.