Google Adds Call Reporting To AdWords Express

Google is making its call tracking solution called “Call Reporting” available in AdWords Express, its simplified search marketing solution directed toward small businesses. For now this is US only and each completed call over 30 seconds costs $1.

It’s simple and works like other call tracking programs. Google replaces the phone number in the ad with a toll-free (800, etc) number (via Google Voice) and then will reflect the number of calls received in the AdWords Express dashboard.

In mobile it’s a bit more complicated. Google’s Click-to-Call ads are a separate program. They use the business’ existing phone number. Calls are charged the same rate as a click but increasingly marketers separate their PC and mobile campaigns and bid separately on calls.

With the new AdWords Express Call Reporting option, Call Reporting is enabled across devices including for smartphones. However the pricing is somewhat different if the call comes from a smartphone vs. a PC or tablet. When initiated from a smartphone, with Call Reporting enabled, the call will be charged the same price as a click on the advertiser’s PC (or tablet) ad — rather than $1.

The screenshot below shows call reporting enabled for AdWords Express (“see how many calls your ad is getting”).

As the image above indicates, turning on call reporting is simple; it’s essentially a checkbox:  “go to your AdWords Express dashboard. Click the ‘Manage your ads’ tab and you’ll see a checkbox for call reporting. If this is selected, on your dashboard you will see calls in addition to clicks and views for your ad.”

Again, this costs $1 per completed call for non-click to call calls. Currently there’s no call recording capability available. Other call tracking providers, such as Marchex and Telmetrics offer that service.

Read more on the Google call reporting product and associated costs.