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Continuing from the last step and continuing our example, we have one (or more) trial word(s).We have 'LORD' and combinations of numbers that follow it.
For desktops and tablets, the data is fully dependent on the use of the Google forwarding number. If you do not set up the forwarding number, you will be blind to how many calls you generate by using the Call Extension from desktops and tablets. One serious issue to watch out for if you have ad groups that need to be paused and resumed frequently: This type of activity disrupts data flow and can force the forwarding number to stop showing! If you are using Call Extensions with the Google forwarding number enabled, do a review of your campaign settings TODAY. If there is push-back from a client or internal decision maker on using the Google forwarding number, take the time to build a case for reporting and data clarity.

If the forwarding number is simply not an option, secure a unique phone number that you dedicate to Call Extensions and can keep track of outside of Google AdWords.
Google’s Call Extensions are a great way to get additional phone calls and to better understand the behavior of your potential leads and customers. The Google forwarding number is a fantastic device for gaining call metrics from desktops and tablets, but the potential data gaps will trip you up if you are not careful. With paid search, the New Year is a great time to reflect on things to improve with your campaigns. A compilation of the most popular articles from Search Engine Watch guest contributors in 2015.
The Google AdWords Call Extensions don't fill that need 100 percent (it only tracks calls from the SERPs, not your website).

In short, if you use Conversion Optimizer, Target CPA Flexible Bid Strategies or other automated bids within AdWords, the Call Extension forwarding number WILL NOT WORK.
If not, take the extra effort to beef these ad groups up so that the forwarding number will work. However, having a phone number published with your text ad means you can at least get a baseline understanding of how many potential leads or customers are willing to pick up the phone and call. Then choose to utilize the Google forwarding number (which enables call reporting for non-mobile click-to-call activity) or to simply publish your phone number in the SERPs.

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