Google’s new release, announced yesterday, enables advertisers through Google’s TV ads for television campaigns to use Google’s toll free numbers to track phone leads back to the TV campaign.
This new release captures the same appeal as Ifbyphone’s Call Tracking video in yesterday’s post. The lesson for advertisers is simple – if you are investing in ads, whether in print, online, on the radio or on TV, you want to be able to assess the leads generated by your ads, both quantitatively and qualitatively.
The Google TV Ads Blog summarizes the new feature as follows:
The system tracks incoming calls and matches each call down to the network, daypart and even program level. Advertisers will find these metrics in their campaign ‘Targets’ tab which reports data like “Live Inquiries,” “Drag Inquiries” (calls that come in a significant time after an ad has aired) and cost-per-inquiry. Our system takes into account the number of impressions, network, and time of day for each ad to help match calls as accurately as possible. In addition, the algorithm has been designed to predict call response with increasing accuracy as it learns from your data over time.
Call tracking needs two components in order to help you maximize the success of your advertising campaigns. The first component, available through Ifbyphone, Google and others, is the toll free numbers. By associating dynamic numbers with different advertising campaigns, the system can track phone leads back to their campaign origin. The logic behind this method reflects the notion that the number of ad viewers is not as significant as the number of phone calls (or active clients) that the ad produces. The second component involves the analytics reports. Easy to use and information rich analytics tools, such as Google Analytics, or Ifbyphone’s real time call analytics reports, provide your business with the tools to analyze the success of previous campaigns and to integrate this information into future advertising decisions.
Check out webpronews’s post on this new feature.
Related posts:
- Google’s New Opt-Out Opens a Window for Call Tracking Toll Free Numbers
- 7 Phone Call Tracking Tools Every Online Marketer Must Know
- New Call Tracking Add-on for Google Analytics
- Ifbyphone’s New Video on Call Tracking
- Tracking Phone Calls- What’s it all About?
