In recent years, technology has transformed the world considerably, both personally and professionally. In this regard, companies are adopting solutions such as cloud phone systems, Google call tracking, and forwarding to improve the transparency and efficiency of their operations.
Currently, 6.4 billion people own smartphones and 80% of the global population has access to the internet, which has led to a significant increase in calls. Almost 90% of customers use mobile phones to contact brands, and this has led companies to find ways to track and attribute these calls to marketing campaigns.
In the world of digital marketing, every interaction matters, and measuring the effectiveness of advertising campaigns is crucial for business success. Among the most useful tools that Google offers businesses to track phone calls from running campaigns is Google Forwarding Number.
It allows businesses to monitor, measure, and optimize the performance of phone calls, providing them with essential data to better understand the impact of their campaigns.
What is Google Forwarding Number?
Google Forwarding Number is a unique phone number assigned by Google that can be used in Google Ads ads to track phone calls generated by ad campaigns.
This forwarding number is different from your business’s regular number because all calls are routed to your actual number, and Google collects data about each call, including the duration, caller’s location, and whether or not the call was answered.
Launched on November 11, 2015, Google Forwarding Number was a significant innovation in digital marketing in Romania. This service was created to respond to consumers’ need to quickly contact a company by phone, especially when looking for information about products or services online.
By providing an easy way to track phone calls from your ads, this tool helps your business improve the ROI of your Google Ads campaigns.
In Romania, Google Forwarding Numbers had a significant impact on businesses that wanted to measure the effectiveness of phone calls from Google Ads campaigns. When they were launched in 2015, among the first companies to use these tools with excellent results were Romstal and Libris.
The Importance of Phone Calls in the Buying Process
A study conducted by Google in 2019 shows that 60% of mobile users have contacted a business directly using search results, such as the “click to call” option.
Phone calls are an important step in the buying process, especially for businesses that sell products or services that require quick advice or additional information. In this context, measuring these calls is vital to understand the real impact of your Google Ads campaigns.
How does Google Forwarding Number work?
To use Google Forwarding Number, you’ll need to turn on call reporting in your Google Ads account. Once this feature is enabled, Google will assign a unique number to each campaign you run. This number will appear in your ads, and users will be able to contact you directly through it.
When someone calls your forwarding number, the call is forwarded to your real number, and Google will record detailed information about the call, such as the duration, location, and outcome of the call.
This data is useful for evaluating the success of your ad campaigns and understanding customer behavior. For example, if you notice that your calls are mostly from a specific geographic area, or that your calls are shorter than you’d expect, you can adjust your ads to better match the requirements of your target market.
Benefits of using Google Forwarding Number
1. Measuring call performance
Google Forwarding Number allows you to measure the real impact of phone calls from your advertising campaigns. You can track how many calls each ad generates and how effective they are in attracting customers.
2. Optimization of advertising campaigns
The data collected from calls allows you to improve your campaigns. You can adjust your ads and budgets, focusing on the market segments that generate the most calls, thereby improving your return on investment (ROI).
3. Improving customer service
Detailed information about call duration and outcome allows you to improve the efficiency of your support teams and respond faster to customer needs.
4. Increase customer trust
By offering a dedicated contact number, customers feel more comfortable and confident in contacting you. This increases the likelihood that they will interact with your business more often.
5. Maximizing Call Value
Another important benefit of Google Forwarding Number is the ability to assign a value to call conversions. For example, you can assign a higher value to calls that last longer than 5 minutes, considering that these calls are more important in the sales process. Google will adjust auctions based on this value, thereby maximizing your return on investment (ROAS).
How to activate Google Forwarding Number
To enable the feature, you’ll need to have a Google Ads account and set up call extensions in your campaigns. Once call reporting is enabled, Google will automatically assign you a unique forwarding number. This number will appear in your ads, and calls will be tracked in Google Ads, so you can analyze call details in your reports.
Conclusion
Google Forwarding Number is an essential tool for any business that wants to effectively measure the impact of phone calls generated by Google Ads campaigns.
With this unique number, you can collect valuable data about customer behavior, optimize advertising campaigns, and improve customer service. By using this tool, your business can improve its ROI and maximize the results of your Google Ads campaigns.
