Tracking Phone Calls in Paid Search

Actually you can track the calls coming in. As a matter of fact, you can track the keyword someone used to make the call, the search engine the caller used, and record to the call to listen to later. A service called Who's Calling, http://www.whoscalling.com/ , can do all of that fo you. In one instance, a business records the calls on his iPod, listens on his way home and to work. He found customers asking the same questions, he listened to employees that had higher conversion rates and compared them to others. With this information he added to his training and placed more copy on his site to answer more questions. His conversions went up close to 30%.

You may have also heard that Google is testing a similar type service http://www.google.com/help/faq_clicktocall.html . I think they have a lot of work ahead of them. Google's service will bring up an ad (like a pay per click ad) in a listing where you add your phone number and the company will call you back. The problem I see with this already is with phoney phone calls. From what I have seen, there is nothing in place to prevent people from putting in someone else's phone number. At least it will keep the teenagers busy :)