Dialing up better measurement: Announcing integration with top call tracking services in DoubleClick Search
October 11th, 2013 | Published in Google DoubleClick
Today, we’re happy to announce new integrations that make it even easier for DoubleClick Search customers to track and report on conversions that happen via phone after interactions with search ads. Recent research shows that over half of smartphone users are taking advantage of click-to-call ad features from Google and others. In addition, around 7% of all mobile searches result in a phone call to a business, so understanding the impact of call data is important to analyzing and optimizing campaign ROI.
Ever since DoubleClick Search introduced the Conversions API, advertisers have been able to upload and report on the offline activities and conversions that make sense for their business, and take advantage of those insights in near real-time. Now we’re happy to announce official integrations with many of the major call tracking service providers in the US, EMEA and Australian/SEA markets.
We’re continuing to evaluate other providers for integration on an ongoing basis.
How advertisers and agencies benefit
Cramer Krasselt, an ad agency based out of Chicago, had historically used a number of tactics to measure offline conversions that resulted from their online campaigns. “We knew a lot of conversions were happening where the primary conversion occurs offline,” mentions Rocky Yost, Senior Analyst at Cramer Krasselt, “but we didn’t have an easy way of connecting it to our online campaigns.”
Yost continues, “Because of call tracking integration into DoubleClick Search technology, we now have one place to get reporting. And because it’s automatically uploaded into DoubleClick Search, conversions from customer calls are now also a part of DoubleClick Search bidding models. This integration has improved ROI by decreasing cost per click, giving us better positioning in search results, and in general, the bid management system is able to make a better choice because it has a more complete picture of completed transactions.”
Moreover, advertisers are able to see these conversions in near real-time, and can use the insights gained in both reporting and automated bid optimization immediately, instead of waiting 24 hours or more. As always, all reporting is aggregated and anonymous, and these conversions are not used to target advertising.
Continuing to invest for the future
We’re currently planning the next extensions of the Conversions API and offline conversion tracking. Stay tuned to the blog and our Google+ page for more.