INTERNET MARKETING IS A CONSTANTLY CHANGING AND EVOLVING FORM OF PROMOTION, AND AS A MODERN AGENCY, TLG MARKETING ATTEMPTS TO STAY ON THE CUTTING EDGE IN TERMS OF THE OFFERINGS AND PLATFORMS THAT WE UTILIZE FOR OUR CLIENTS.
So when clients ask us, “what’s new in the world of internet marketing”, we always have a good answer.
So What’s New In Internet Advertising?
We have these answers because of our close affiliation with Google an the amount of campaign we managed across their advertising networking. Our support reps at Google just turned us on to a new feature that was recently released from beta. The feature is contained within Conversion Tracking (a valuable action taken on the website because of advertising), and is named “Calls to a Google forwarding number on your website”. What this new feature allows for is to take the traditional Google Call Extension Call Forwarding phone number that is displayed to track inbound phone calls generated from a company’s advertisement, and populate that same number on your website in place of the main number that is listed. Therefore if a visitor that is generated via advertising can be tracked all the way through their website visit, as opposed to just being shown the call-forwarding phone number within the advertisement.
Perhaps the slickest aspect of this feature is how it uniquely fingerprints each visitor so that the phone number displayed to that visitor will continue to be displayed to that visitor if they return to your website. We currently manage campaigns where this conversion method is applied for a period of 90 days, so no matter how the visit returns to the website (organically, advertising, referral), they will see that same original Google call-forwarding number.
Calls to a Google Forwaring Number On Your Website
Given the amount of companies utilizing Google Adwords, and the countless number of visitors that will require specific numbers it is mind-boggling to consider how Google is able to make this feature work. Even without any understanding of the complicated operating algorithm that makes it work, it nonetheless is an impressively powerful feature for direct response advertising. Prior to Google rolling out this service, incorporating unique phone numbers for the purposes of tracking conversions was both tedious and expensive. Google has made this feature accessible and only moderately challenging to implement.
As mobile advertising continues to trend upward, the ability to apply call tracking to a device that is centered around making calls will only help to source the effectiveness of Internet advertising.