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by Mike Essex on 3rd November 2010
More businesses will soon be able to make use of the AdWords call metrics system, Google has announced.
The application works by assigning pay per click campaigns a unique phone number that appears in company adverts.
When internet users call it, they are automatically routed to the correct business phone number – a measure that allows organisations to better analyse the return on investment being generated by their use of pay per click services.
The system is currently only available to a number of selected businesses in the US, but Google has said that its reach will be extended in the next few months – although the search engine did not specify which markets it will be targeting.
Surojit Chatterjee, senior product manager for AdWords, said: "Once you know where your calls are coming from, you can refine your marketing strategy to make sure you're getting the most out of your ads."
Last month, AdWords hosted a live online course for British businesses, which explained how small and medium-sized companies could expand internationally.