Industry Articles

Dynamic Call Tracking AdWords: How to Increase Revenue & Lower Costs

By Brian Handrigan on August 21, 2018 |


Every ad within an overarching campaign has value and merit. Ideally, each ad a company creates should contain compelling phrasing and target a unique demographic. Indeed, the more precise your ads, the likelier you are to connect with a lead willing to do business with you. However, up until recently, it’s been difficult –– if not impossible –– to determine which ads within a digital campaign were successful. Heck, plenty of companies still have difficulty identifying which campaigns, let alone individual ads, are driving sales and revenue. Fortunately, dynamic call tracking implemented alongside AdWords will enable a business to not only single out their most effective efforts, but also increase revenue and lower costs at the same time. How? Read on to find out:

What is Dynamic Call Tracking?

In the most basic terms possible, dynamic call tracking enables a business to attach distinct phone numbers to pieces of content. In the past, every ad, blog, and web page a company created referred customers to a single phone number. Dynamic call tracking instead provides leads with a phone number unique to the content they’re viewing. At this point, you might be wondering, how does this practice benefit a business? The answer is twofold: improved attribution and content enhancement.

Call Tracking Attribution

If you run an online ad campaign, chances are you receive a number of phone calls related to it. After all, many AdWords ads are designed to elicit a phone call; just think how many times you’ve seen a call to action in an ad that includes a phone number. However, without dynamic call tracking, a company will have no idea why a lead decided to make a call in the first place. Call tracking attribution then, connects calls made offline back to advertisements online. In this way, a business can accurately calculate marketing ROI, or in the case of AdWords, return on ad spend (ROAS). Once you sign up for a call tracking service, you can say goodbye to guessing when you measure ad performance; instead, you can know for sure what’s working and what isn’t!

AdWords Enchancement

The second part of dynamic call tracking for AdWords is of course, improving ad spend. In other words, once a company has access to call tracking metrics, they can then alter their AdWords strategy accordingly. By apportioning funds toward already successful ads and withdrawing capital from ads and/or campaigns that aren’t generating leads, any business can bolster their AdWords conversion rates while lowering their spend.

Final Thoughts

Tons of businesses run ads online, but rely on sales calls offline to actually close deals. It’s no surprise most customers want to talk to a human being before making a significant purchase. Advanced call tracking techniques help businesses connect the dots between sales made offline and the digital marketing and advertising efforts that support them. Contact the Advocado team today and learn more  about how we can help your business reach more qualified leads than ever before. 


AdWords dynamic call tracking

Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.