Joe Holliday - MSFT
Posted on 01/16/14

Bing Ads provides a wealth of data and insights about your campaigns' performance. Given the wide variety of information available, it can sometimes be difficult to know which report or which graph you should use to get the answers you need. 

Over the next few months, I will be blogging about various reports and graphs in Bing Ads in the hopes that summarizing the data provided in these reports might help answer some of the questions you may have about how successful your campaigns are. These articles will also be available in our Bing Ads help documentation. 

Before I get started with diving into providing clarity on the Call Details report, a quick plea for your help: in order for these blog posts to provide the most value, I need to hear from you!  What reports do you have questions about? Or, better yet, which reports to you find most helpful or that you like to use in your presentations to others on how your campaigns are doing? I’m looking for feedback on where best to focus these blog posts, so please provide your ideas in the comments below.

With that, let’s start out with a very simple report that can be explained in just a few paragraphs: the Call details report. 

Report name: Call details
Relevant to: Advertisers using Call Extensions

Questions it answers:

Which campaigns are driving the most phone calls?

Are these "high-quality" calls?

 

Overview

The Call details report provides you detailed information about the performance of your Call Extension forwarding number. The data includes information about:

  • The time and date the call was made
  • The length of the call
  • When possible, the associated campaign (If a call was made to a forwarding number without clicking on the ad (for example, the customer jotted the number down and manually called it later), it might not be possible to associate a specific campaign with that call.  If that is the case, the campaign columns on the report will be blank.)

Data for all calls made using the forwarding number can be included on this report. This means that the report will include data about calls made via a click on your ad, or even calls from a customer who saw the phone number in your ad and then called it manually at a later time.  However, you should also be aware that the Call details report does not include data about calls made to any other phone numbers that might be shown in your ad, such as a phone number included in your Location Extensions or a non-metered Call Extension number.

Using the Data

By using the information in the Call details report, you can evaluate the effectiveness of the Call Extensions in your online campaigns.  You will be able to identify particular campaigns that are getting more calls than others via those Call Extensions, or, on the other hand you will also be able to note campaigns that are not generating calls. In the later case, consider what might be causing the issue: For example, use other reports to determine if  you are lacking impressions or if the impressions are just not attracting attention.

You’ll also have insight into calls that are notably longer or shorter than others. Depending on your business, consider if longer calls might mean conversions (and therefore imply your ads are attracting the appropriate customers), while perhaps shorter calls might indicate your ads are targeting and attracting the wrong folks.

Summary

If you’re using Call Extensions, the Call details report is worth your time investigating. The insight it provides can help you optimize the use of those extensions, leveraging strong performers, and fixing those that aren’t working.

As promised, short and sweet. I’m looking forward to hearing from you for ideas on other reports you’d like me to cover.

Until then, Happy Advertising!

Tags: extensions, reporting, Bing Ads Reporting Series
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