CallRail’s Google AdWords integration is one of our most popular features. Sending phone conversions directly into AdWords helps marketers achieve full attribution for their PPC spend and make better optimization decisions about their paid campaigns.
Another benefit of activating CallRail’s direct integration with the AdWords API is the ability to match inbound phone call leads to their originating click and advertising cost — a huge win for marketers tracking cost-per-lead (CPL). But what about measuring full return on investment (ROI) for spend in AdWords? We know it can be a struggle to match not only ad spend with phone calls, but also the revenue they generate.
That’s why we’re so excited about today’s announcement: CallRail customers utilizing our direct integration with AdWords can now push the value of the sale or sales opportunity directly into AdWords.
Tracking the true value of your AdWords spend
Beginning today, you’ll notice a new option on your Google AdWords integration setup page:
By toggling this switch on, CallRail will automatically send any data populated in the Value field inside the Call Log or Visitor Timeline directly to AdWords. You’ll be able to report on this data using the Conversion Value field inside of AdWords:
This is a powerful way to track generated revenue by conversion type, campaign, or PPC keyword. By sending value metrics from CallRail directly to AdWords, you’ll gain a complete view of what marketing is generating large sales opportunities — and which aren’t — so you can optimize your advertising spend.
ROI reporting for your PPC campaigns, powered by automation
To get started with this latest update to CallRail’s AdWords integration, you’ll need to begin populating CallRail’s value field. Currently, there are three ways to start tracking the value of your inbound phone call leads:
- Manual entry – The call value field can always be manually edited from the Call Log or Visitor Timeline. You can add the value directly inside of CallRail, during the conversation or after the call is completed.
- Keypad Scoring – With Keypad Scoring, agents can use their telephone keypad to apply a value to a call as soon as it ends. This allows for more accurate reporting than manual entry as agents can enter the information when it’s top-of-mind — no more scrambling to remember the sales amounts discussed on a call after the fact, and no more digging into recordings searching for call values.
- Keyword Spotting – CallRail’s Conversation Intelligence features can help you automate the entire call value reporting process. Use CallScribe to pick and choose which words or phrases CallRail should look for in your conversations, and then designate specific values based on those words. This is the easiest way to apply values to your CallRail phone calls, as the entire process is automated.
Once you’re reporting call values, you’re ready to start pushing this valuable data into Google AdWords. To activate this feature, you’ll need to select a time period to delay sending your calls to AdWords. This ensures the value is associated with the call when we push the conversion.
The optimal time delay setting should be determined by how you plan to report call values. If you are using Keypad Scoring or CallScribe to apply values, you can select a variable as short as 15 minutes, but if you are manually reporting you may want to take into account your reporting schedule and select a larger time delay.
It’s also important to note that reporting on the AdWords dashboard is not always real-time, and there may be an occasional 18-hour delay from when CallRail sends the value field to when the metrics appear in AdWords.