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.

Related Topics: Channel: SEM | Google: AdWords


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Pat Grady

    When is G going to extend this to the landing page (where a script reads an encrypted cookie and dynamically via css replaces the onsite number with a tracked G number)? The hullabaloo over ad numbers is dwarfed by the site-based phone sales tracking opportunity. Most people buy from the site, not from seeing an ad.

  • Asa Shatkin

    I didn’t know this was live yet! Thanks for the heads-up!

  • Carlton van Putten

    Pat plenty of companies can do dynamic numbers on websites that are easily integrated into Adwords Express campaigns. We’re one of them and we’re the best.

  • Ryan Kelly

    Except in the event you’re a restaurant, and people are searching on their mobile device and now have a handy click-to-call feature built right into the ad. But point taken. We use our own tracking numbers, so it’s more annoying to me to have those replaced by Google’s numbers.

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