So today I'm going to talk to you guys about something fairly new and interesting and exciting, which Google has just recently released. We all know how important Google Ads call ads are, but now they've taken that call ads to the next level, by giving us the functionality of recording those goals. Now it has not been rolled out across all the countries yet, it's fairly new, and hopefully, every account will have this feature, but right now, and currently it's only in the US so let's jump into our Google ads support center first to see what this is all about and then I'll go through the setup.
So what they say is by enabling call recording, you can play calls made to your ads, as well as your call and location extensions. To enable call recording you need to the following: at least you need to have admin access to your Google ads account and once it's enabled MCC, which is my client center (and this is for agencies, if you are just running your own account, you don't need to worry about the MCC level access) and direct users with admin or direct with standard access will be able to replay the recordings where the call details report. So you just need to have access basically at either standard access or admin access call. Reporting enabled and it needs to be a US-based number at the moment to which you are running call ads to. So you need to have your domain verified for all the unique domains used in the ads and extensions that you wish to record.
So if you are running call ads, that domain would have been verified. If not, then Google will not approve your ads anyway. But what you can also do is you can verify your domain by linking your Google search console and Google ads account, or by adding your unique Google ads conversion tracking tag, which I would always recommend you do, or a remarketing tag to your website. Now let's go back to this, which is the Google search console. Not many people may have heard of it and I also see that not many businesses take advantage of it, just like all other Google products! This is completely free of charge and it's a must-have and must use the product for your online marketing and reporting because it's going to give you a bird's eye view of the activity, which is happening on your website and where the traffic is coming from and how your website's ranking is in Google search results.
So obviously we have Google analytics for that as well, but the search console gives a completely different set of data about the Google search. That's why it's called the Google search console. It used to be called Google webmasters before, but now it's called Google search console and if you've got conversion tracking setup or your remarketing tag on your website, then you don't need to worry about it. Call ads and extensions whose domain have not been verified in this way will not be available for play, even if the setting has been enabled. What have they said here? Calls made via the website call conversion tags are not eligible for recording and play at this time. So hopefully this will change, what this means is if someone clicked on your ad and went through to your website and then made the call you should have the website call conversion tactic for that.
And at the present moment, the 3rd of August 2020 it's not eligible, but hopefully, in the very near future, this will be available as well, which will also add another dimension to our call ads and recording. Simple instruction that - in fact, it is very simple to use it will take 10 seconds, you sign in to your account, go to all campaigns, click on the settings account called reporting, and then you will be able to switch it on, I've got some screenshots in a minute, which I will go through with you. Once enabled recorded calls are available for 30 days after the date of the call, I guess they will get deleted after 30 days, the following message will be played to callers on eligible ad formats, Google, and its partners may record the call and retain this call for quality and research purposes.
So this is something which you may need to think about whether you wish to have displayed before the call is recorded. Users with admin access can always toggle the feature on or off - toggling this feature off will prevent any users of the account from playing any pre-existing campaign. Let's click on this link which is how to play. Once you've set up your call recording, you can set up replaying your calls. When recorded recording is enabled, a new column will be available in the call details report that allows you to play the audio, sign in to your account, click on reports...okay, this is fairly straightforward and recordings not available for unsupported phone numbers, unverified URL, or unsupported call, which is usually in the basics. Let's go onto my slides.
When you go into your account and you go to all campaigns, you go down to your account settings in the middle column, and then you will see this bit over here - save all recordings for 30 days. You click it on and that is it pretty much! Obviously, you will have your call ads conversion tracking already set up, so I don't have to go through that, but that's pretty much it and then all you do is, to hear your recording, you go to reports, and then reports again, go down to extensions, and then you go to call details. Once you go to call details, you will see this table and you'll see a recording column and I believe this is where the play button will be to playback your recordings on here.
I've just set this up on one of my accounts today and see what happens. I guess it will start to populate the recordings as the calls start to come in.
I get a lot of emails about the difference between calls from ads and calls from websites. Let's hop into our Google ads account and then you go into your tools and settings and conversions.
There's already some data, this is my test account, so we've got some call conversions set up already. We ignore that...so go on to the plus button and here's where the pre-options are available. The easiest one is this one - calls from ads using call extensions, or call-only ads. So to set this up, you don't need to do anything other than to set this up. So if I put in calls from ads and what I tend to do is to put in the phone number over here, so I know this is my conversion tracking, but for this one, I'll just put in '3rd August' so we can see, and not get confused with the other conversions. Then we have the value. You must have a value for each call as to how valuable it is. I have gone through how to set this up in other videos as well in this playlist, but you must know how much is the value.
I'm going to say 100 for now and call length depends on what you want to consider as a call as a conversion, so it could be 20 seconds, 30, 60, 120. It really depends on your business, but if you are a cab company your calls will be generally less than 30 seconds because you know, somebody will call you and say, can you send a cab to my home or office, and then they'll say, yeah, 15 minutes what's the address and the postcode...job is done, so if you make that call length too high then you will not get any conversions, you just want to keep it as a meaningful conversation happened. You don't want to keep it as five seconds because sometimes someone calls you by mistake and you answered the call, as the taxi company or whichever business you are and then they're going to hang up the phone, thinking that they've called the wrong company, so I would never put in five seconds as a call length conversion.
Then you have the click-through windows 60 and up to 90 days you can do that. Always include these in the conversion column. Attribution - again, this depends on the type of business, if it's an emergency type business like a plumber, locksmith, dentists, where somebody is in real need of someone, and they're just going to make a call or two to book someone or go and see someone like a doctor, then you can go on the first click, but if the sales cycle is a lot longer where you might have a free consultation and then the customer is going to decide after multiple touchpoints and coming to your website, whether you are the company for them.
Then we would normally use a time decay, but the attribution model is completely different for types of business as to how you analyze your data and how you back your conversions and then when you get this up...now you don't get any tag, unlike other conversions, when you set up, you will get a little piece of tag and I'll show you in the next one, we get a tag, which we need to put up on the website or the thank you page or wherever you want to put it. Over here, the job is done because this is going to use the call extensions. You need to start up the call extensions with that number and no other conversion tracking is required, so you can see my call from ads 3rd of August has been set up.
Obviously, this has just been set up and this is a test account, so there are no recent conversions. The other one, which is calls to a phone number on your website - when this happens someone comes to you / goes onto Google, searches for something, and sees your ad they click on the ad and not the call extension. They come through to your website, and this is where Google will replace your phone number on your website with the Google forwarding number and if they either click on it or dial-through their office phone, home phone, or a smartphone, Google will know that this has come through an ad and that's how it's going to track, so you put the name, your value, the same thing again, and...Calls from the website...and then you put the phone number in. Again, I'm just putting in today's date...and when you click and continue, now, you have this tag, which you need to set up.
You either can install your tag and it's going to give you this global site tag installed on all your HTML or all your website pages, basically be it WordPress, HTML, Joomla, whichever ones you are using. Copy this piece of the snippet and put it through all of them. You've got three options over here. Global site tag is already installed on all pages but comes from another Google product or global site tag on all pages installed already when you created another conversion tracking, so choose which one is applicable to you, or you can email this tag to either yourself or to your webmaster and him, or she can put it up. The easiest and the best way is this: Google tag manager is... I would always recommend putting up any kind of tags and it keeps everything simplified and in one place, all you do is you take this conversion ID and the conversion label and put it in there, in Google tag manager, you have the template already set up for all conversions from the website and that's all you need to do. So it literally takes a matter of seconds to set this up and this is how you set these two conversion actions for your, for call ads.
If you enjoyed this article, you may also like:
- How to Setup Call Ads Conversion Tracking
- Google Ads Call Only Ads
- How To Setup Google Ads For Dentists
- Google Ads Call Recording
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