Wednesday, October 29, 2014

Google Adwords Phone Tracking Feature Permits Advertisers Track Call Generation

By Arees Furqan


Walmart has recently launched its new Savings Catcher, a killer app that is perhaps the greatest thing to come to the arena of retail in recent years. The app takes an old-fashioned philosophy and adds a new high tech twist to it. Walmart's best price guarantee is not exactly revolutionary. The "lowest charges, anytime" mantra has been a part of Walmart's basic philosophy since the 60s, and the idea that buyers are price conscious has been with us for as long as money has existed.



To use the system, advertisers merely add a little code to their sites. The code will generate a distinct Google phone number that will be displayed for up to 90 days, and will redirect to the firm's official phone number.

This means that Google is able to track not merely users who take advantage of the click-to-call feature of their phone, but likewise those who write the number down and call it manually. Users can assign distinct values to conversions depending on which page the phone number was displayed on. So, a person who calls a general inquiries or customer service number might be worth less (in terms of advertising payments) than a person who called in directly to the sales hotline.

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These are the only countries that have Google forwarding facilities offered at this time. If the Google forwarding feature rolls out in other countries then it is most likely that the call tracking feature will also be made available in those territories.

Walmart will make use of the facts they collect from the app - such as community data, the items that the client buys, and how often they shop, to deliver users with targeted discounts and special offers. In addition, buyers are able to make use of the app to compare prices, check stock levels at their local outlets, and even refil prescriptions. This app is just like a low-friction benefits program, but with so many supplemental features that the value proposition is much less difficult to sell.




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