CallFire

by Kimberly Kohatsu

Those of us who use Google AdWords love reports, statistics, and metrics. We like knowing who’s clicking our ads, when, where, and even synthesize all that information in order to discern why.

With the introduction of AdWords Phone Extensions (recently renamed Call Extensions), we got to see another metric: how many calls online ads were driving. And for PPC marketers, that’s an irresistable temptation.

Unfortunately, Call Extensions also cause a lot of confusion. And while I don’t claim to be impartial, there’s a few things you should be aware of when configuring your AdWords campaigns:

1) You can use any phone number in your Google AdWords phone extensions. However, these phone extensions only appear on searches from mobile devices with full internet browsers, such as an iPhone or Android. The only way to guarantee your phone number appears in an ad (on mobile, laptop, and desktop devices) is to include it in the ad copy, but including your number in the copy will not make the phone number clickable (like in #2):

2) If an ad displays a call extension on a mobile device, the mobile searcher can click the phone number and immediately call your business. This is known as click-to-call. Standard cost-per-click (CPC) applies. So if you’re paying $1.05 for a click to your landing page, you would also pay $1.05 for a click to your phone number. You can also enable the call-only format, so that there is no landing page option, only a calling option.

3) If you use the Google offering of Call Metrics (at this time, only some US AdWords advertisers have this enabled in their accounts), Google will assign you a Google phone number. Your ads will display the Google phone number, but forward to your business phone number. Google warns that ‘custom phone numbers used with call metrics are a property of Google and may be discontinued or reassigned as needed.‘ But, if you use your own phone number (such as a CallFire phone number), the displayed number and the direct-dial number will be the same.

4) If a person sees the Google phone number but doesn’t use click-to-call, and instead dials the phone number by hand, you will be charged $1 per call. This was a change Google introduced last month.

5) At this time, call metrics through Google offers the following statistics: total calls, received calls, missed calls, average call duration, total call duration, call start and end time, and caller area code. Call metrics through CallFire offers all these statistics, plus a geographic distribution map with real-time view, the ability to tag phone numbers for easier management, and the ability to record and download all incoming calls. You can also configure a CallFire Hosted IVR to make a Google Analytics call every time someone dials your number. In the IVR Designer, click to “Advanced” and you’ll see a tag for “Analytics.” This way your CallFire phone number can interface with the sophistication of Google Analytics, which offers much more information than the current Google Call Metrics offering.

Still confused? I don’t blame you. Leave your questions in the comments. You can also refer to my previous blog post with video, Linking Your Call Tracking Number to Google AdWords.

Update, 7/29/11: Google recently sent this to all AdWords advertisers’ inboxes:

If you currently have a phone number in your ad text or have plans to start adding your phone number in an ad, this is an important notice that in the coming weeks, we will be launching a new enhancement to AdWords ads that will impact charges on clicks to these numbers.

To help our mobile users connect more easily with advertisers, all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number. Currently when advertisers enter a phone number directly into their ad text instead of using Call Extensions, the phone number is not clickable and will not generate a call. This can be a frustrating experience for mobile users who attempt to initiate a call to this phone number.

The new Click-to-call enhancement ensures that all phone numbers shown in AdWords ads are clickable and allows users to easily place calls from their mobile device. If your ad text includes a phone number, you will begin to receive clicks and calls on this number once the enhancement is enabled in your account. As with phone calls placed via a Call Extension, you will be charged for clicks on your phone number that result in a call.

Please note that AdWords policy does not allow for phone numbers to be inserted into ad headlines. As with all Click-to-call ads, advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad. Please see below for additional information regarding this change.

Which phone number shows?

If you are currently using both Call Extensions and a phone number in your ad creative, only the newly clickable phone number in your ad creative will show. This is designed to help reduce user confusion from seeing two potentially different numbers. If you would like your Call Extension number to display, simply delete all phone numbers from your existing ad text by following these steps. You’ll also receive an additional line of ad text displaying your phone number if the Call Extension is used.

Measuring results

You’ll be able to review how many calls you receive on the clickable phone number listed in your ad text for each campaign, ad group, keyword and ad on the “Campaigns” tab in your AdWords account. Just select the “Click-type” option under the “Segment” drop down and view your report. Please note that since these are not calls generated from a Call Extension, they will not be reported in the Extensions tab reports.

Recommendations for featuring a phone number

You can simply leave your phone number in your ad text and benefit from this change which will automatically make your phone numbers clickable and enable users to call you. However, to get the most value from click-to-call, we recommend that you remove your phone number from your ad creative and create a Call Extension with your phone number directly. This has several benefits. With a manually created Call Extension your number will appear as an additional line of ad text which frees up space in your ad creative for other promotion. In addition, when you create a Call Extension, your phone number appears on a separate line in the ad, and you’re able to take advantage of other powerful enhancements such as Vanity Numbers, Call-only and Call Metrics reporting.

by Kimberly Kohatsu

Today, CallFire released a new feature which enables you to search for phone numbers not only by area code, but by local rate center, otherwise known as local exchange. For anyone unfamiliar with this industry term, the exchange is basically the first three digits in a phone number after the area code. A rate center is a determined geographic area used by local exchange carriers to set rate boundaries for billing and issuing phone numbers. Typically, a call within a rate center is a local call, while a call from one rate center to another may be considered long distance.

For this reason, CallFire clients have requested the ability to search available phone numbers, not only by area code, but by area code and local exchange. And now they can.

Simply log in to your CallFire admin account, and under “Numbers” choose “Buy Toll-Free or Local.”

You’ll notice a new button that says “Search for numbers local to…” When you hit that button, you’ll see this:

You can then input not only a requested area code, but a local exchange. For example:

It should be noted that you may see results that do not match the digits you inputted. For example, when I inputted 310 area code with 468 exchange, I was served a list of 424 area code phone numbers with the 999 exchange.

This simply means that these phone numbers are, in fact, within the same local rate center as the one you requested. If you want the exact digits, simply hit “Show more numbers” to see if there are any more numbers available that more closely match the numbers you inputted. In this case, there are.

For more information on CallFire phone numbers, please visit this previous post: Exactly how do CallFire phone numbers work?

by Kimberly Kohatsu

We get a lot of questions around how our local and toll-free phone numbers work. Hopefully this post helps to answer them.

Billing

A local phone number costs $1 per month, and a toll-free number costs $2 per month. When you buy a phone number from us, you have that number for a three-month commitment, so your initial cost will be $3 for local and $6 for toll-free. The CallFire system defaults to auto-renew the phone number once your commitment is over; however, should you wish to discontinue the phone number, you can do so by clicking on the phone number in your “My Numbers” (also called “Inbound Numbers”) page, and unchecking the box that says “Auto Renew number.”

Minutes used on your CallFire phone number are billed at 5¢ per minute, rounded up to the nearest minute.

Activation

When you first purchase a phone number, its status will initially read “Activating.” This process can take anywhere from just a few minutes up to 24 hours. While the number is activating, your phone number is not yet ready to accept calls. When the number is active and ready, the status of that number will be blank, and you should receive an email notification telling you the number has been activated.

Forwarding

When you buy a phone number from CallFire, it’s what’s known as a virtual phone number. This means that you’ll need an existing phone number, such as your office phone or your cell phone, for calls to forward to. You will set up call forwarding by clicking on “Configure Number” in your “My Numbers” page. In the box that says “Forward:,” type in your 10-digit existing phone number where you want the calls to go.

Recording Feature and Whisper Feature

If you check on “Record Call,” all incoming calls to your CallFire number will be recorded at no extra cost. You can listen to or download your recordings by visiting your Call Details Page.

If you check “Include Whisper” on your number, this means you can play a short message before the call is connected. This is helpful if you have several CallFire phone numbers that forward to the same place. Let’s say you’re a lawyer, and one of your ads with CallFire phone number 1 is focused on speeding tickets, but another ad with CallFire phone number 2 is focused on DUI cases. You could set a whisper so that you’ll know which ad the person calling is responding to.

To set up a whisper, simply type in a message. Our text-to-speech engine will read this to you before you greet the caller.

Like call recording, the whisper feature is also free of charge.

Tags

You’ll notice that on your “My Numbers” page, it says, “Click to Add Tags.”

Like a whisper, a tag will help you keep your numbers straight. So let’s use the previous lawyer example. If this phone number was on the ad regarding speeding tickets, you’d probably want to tag it with “Speeding Tickets,” like so:

This will make your calling reports much easier to understand.

Start Receiving Calls

When you’re all set up and want to start publishing your new CallFire phone number, don’t forget to configure your number to start receiving calls! To do so, simply check the box to the left of the phone number and click on Start Receiving Calls. Similarly, if you want to stop incoming calls, hit “Stop Receiving Calls.” The status of your phone number will change to either “Running” or “Stopped,” respectively.

Reporting

Once you start receiving calls to your phone number, you’ll be able to access your Call Detail Records. These records include helpful details such as:

• A map pinpointing where your calls are coming from
• The phone numbers of people who called
• Average talk time
• Timestamp of when each call started, and each call’s duration
• How many calls were transferred (or forwarded to your existing phone number)
• Billing Summary
• Each page is also exportable into CSV, PDF, Excel, or XML

Any more questions about Call Tracking or CallFire phone numbers? Feel free to post them in the comments.

by Kimberly Kohatsu

A number of customers have asked how they can use their CallFire phone numbers together with their Google AdWords campaigns. In the video below, I explain two ways to incorporate your call tracking phone numbers. The first is Phone Extensions, which you can read more about here. The second is simply adding the phone number to the Google ad text. Keep in mind if you choose to use a Phone Extension and you enable the “call-only” format, clicking on your ad will not bring the user to your mobile landing page; it will only give them the option to call your business.

If you add the phone number to your ad text, you probably also want to include a phone number on your landing page. This way, if someone clicks on your ad and then wants to call your business, they can.

Questions? Fire away in the comments section.

by Jeff Spisak

Call forwarding: you love it. So much so you’ve bought a forwarding number from CallFire: 555.123.4567. Now you want to use it, so you have it set up to forward to your business number, let’s say that is 444.123.4567. Everyone knows that you can add identifying tags to this on the My Numbers page, but what about the campaign dashboard? When you navigate to that page, all you see are the two numbers sans tags, as in our example below.  Can’t we make that more readable?

Yes, we can! It’s sort of round about, but it does work. Simply click the red stop button to halt the campaign for a minute.

Once the campaign stops and moves to the lower section of your dashboard, the pencil icon magically appears. Click it.

Enter the new campaign name (we’re using Denver) and click Set.

Click the green start arrow to restart your campaign.

And voilà!

Now instead of having to review campaign 555.123.4567 => 444.123.4567, it instead displays as campaign Denver. And that’s all she wrote!

Want DIDs in the Las Vegas area? CallFire’s pleased to announce new DIDs available in the Las Vegas, NV area. In addition to party-town Nevada, we have additional numbers available in the Northern California and Utah areas. Just login into your CallFire account, from the campaigns menu choose “create Inbound campaign” and follow the prompts to see the list of available DIDs.

What is changing on September 1st, 2009?

See detailed information on FTC website

Beginning September 1st, 2009 FTC enforcement policy regarding pre-recorded voice calls utilizing autodialers will change.  The FTC will begin its ban on pre-recorded telephone calls for solicitation purposes unless the solicitor has received a prior, written and signed agreement from the call recipient.  Some exceptions for pure information (non-solicitation) calls are permitted.

What does this mean for CallFire ?

ALL CALLFIRE USERS MUST ENSURE THAT FOR ANY TELEMARKETING CALLS THAT SOLICIT BUSINESS OR SERVICES OR NEW DONORS, THAT THE USERS HAVE PRIOR, EXPRESS WRITTEN CONSENT TO RECEIVE PRE-RECORDED VOICE CALLS FROM THE PROPOSED RECIPIENT. Detailed information can be found on the FTC website.

a) No changes for Call Tracking (inbound) & Cloud Call Center (live voice) customers.

b) No change for Businesses who use CallFire to notify current, written opt-in for pre-recorded voice customers.

c) No change for Customers using Voice Broadcast for opt-in business notification (non-solicitation calls).

d) Customers using CallFire’s Voice Broadcast for solicitation/outbound lead gen MUST ENSURE data lists are Opt-In to receive pre-recorded voice from the particular company in the form of written consent, including the person’s phone number and signature. The written consent must be specific to agreeing to receive pre-recorded voice calls from the particular company. Written consent obtained in compliance with E–SIGN will satisfy the requirements of the law. For example, agreements obtained via an email or website form, telephone keypress, or voice recording. Any agreement obtained pursuant to E–SIGN must be sufficient to show that the consumer: (1) received clear and conspicuous disclosure of the consequences of providing the requested consent — i.e., that the consumer will receive future calls that deliver prerecorded messages—and (2) having received this information, agrees unambiguously to receive such calls at a telephone number the consumer designates.

What can I use as an alternative?

The Cloud Call Center with Power Dialer is the perfect alternative to using Voice Broadcast for your lead generation. CallFire’s Power Dialer will connect your sales agents to live people, while sending pre-recorded messages only to answering machines that promptly disclose at the outset a toll-free number that a consumer can call to assert an opt-out request. This is consistent with the FTC’s stated policies.

Remember to use the CallFire Do-Not-Call list

Companies are also required to keep their own Company-Specific do-not-call list.  This allows consumers to opt out of future calls made by the organization. The CallFire system allows you to add numbers to the internal DNC list, and then scrub against them before running future campaigns.

Who is required to access the DNC Registry?

Any company engaged in telemarketing to the public is required to maintain its own SAN number to gain access to the DNC registry and to update the scrub list every thirty-one days. The few exceptions are non-profits, a pure market research survey company, political organizations, or companies with an existing business relationship or written agreement to call. Exempt Organizations that still wish to access may access it for free.

More Information

PLEASE NOTE THAT THIS IS NOT INTENDED TO BE ALL INCLUSIVE OR PROVIDE LEGAL ADVICE.  YOU SHOULD CHECK WITH YOUR OWN ATTORNEY PRIOR TO ENGAGING IN TELEMARKETING UTILIZING PRE-RECORDED VOICE OR ENGAGING IN ANY TELEMARKETING CAMPAIGN.

Please visit: https://telemarketing.donotcall.gov/

The CallFire team will be manning booth # 319 at IT Expo West next Tuesday Sept 1 – Thursday Sept 3 at the Los Angeles Convention Center. Come by, talk to us, learn about our products, and get to know the team.  We will also have give-aways, so come by and see what we have!

For those of you that aren’t aware of CallFire’s Call Tracking solution, listen up!  The CallFire  Consulting team can develop a Toll-Free or Local Telephone Number Call Tracking solution that works for you.

Question: My company does a lot of internet, radio, tv & other unique advertising where we say or display a telephone number.   What can Call Tracking do for us?
Answer: Simple – It can help you figure out which advertising campaigns drive the most telephone calls and usually the greatest ROI.

Call Tracking provides actionable answers to simple business-questions, like:
Which online Ads drive the most phone calls to my sales line?
Which infomercial resulted in the most telephone inquiries?
Which advertising measure results in many calls, but perhaps very few sales?
What time do most internet & standard radio hear my audio Ads.

Our call tracking solution provides real-time call statistics.  This cost-saving data can help trim down your marketing budget by revealing underperforming ad-campaigns and promote those that bear the greatest ROI.

Get one or thousands of Toll Free Numbers for national campaigns.
Handle thousands of simultaneous calls. Vanity numbers available.
Get thousands of unique telephone numbers for each campaign you want to track.
Display unique toll-free phone for each Adwords, Yahoo, Radio, Print, Online and TV ad.

Use Local Telephone Numbers for geo-targeted campaigns.
Statistics show consumers are more likely to dial a local telephone matching their own area code.
Display different Local Numbers for individual, geo-targeted campaign.
Increase advertising budgets in profitable areas and remove costly, fruitless advertising.

What kind of data will I be able to view or generate using Call Tracking?
Complete hourly, daily, weekly & monthly call-volume graphs & statistics.
View all missed calls and complete call-detail-records.
Average call duration and busiest phone numbers.
Record every telephone call.

Interested in setting up a Call Tracking campaign?  Contact us today.