Call-only ads on Google can be a great choice when phone calls are the most effective ways to drive results. This can be the case with service-based businesses that really need to get in touch with the customer. 162 billion. That is exactly how many times consumers will call the business by the upcoming year according to the research studies. The adaptation of mobile has opened the floodgates for phone calls, and in return, Google has been making sure that the advertisers are fully equipped to take the advantages. Initially, they added call extensions, then call tracking from the landing pages, and most recently, call-only campaigns.
This call-only campaign makes driving and tracking the calls super simple and easy, but it takes some time to get used to. You can’t simply slap your conventional PPC strategy onto your call-only campaigns and cross your fingers and wait for it to work. No doubt this strategy is considered to be a great choice when phone calls are the most effective way to drive the results.
For instance, a doctor’s office needs to talk to the potential patent in order to get their information. And on the other hand, a plumber needs to talk to the customer to know what is wrong in order to set an appointment.
If this sounds like something that might fit in your business and might help you out then, you should consider testing them and see how they perform for you. When you do the same, make sure that you follow the best practices for the same.
Call-only campaigns have less real-estate to work with than the traditional PPC ads. In this, you do not have a headline and also your landing page. Your headline is your phone number. Thus, this makes your URL the most important element of all. You can try adding a CTA or keyword at the end of your display URL. you can make use of these 35 characters to reinforce your message.
The ad copy on your call-only campaign should be highly targeted and concise. You will only have two lines of 35 characters, so make sure that you include a CTA that encourages people to call you. With the click-ads, it is a good idea to add the keyword in your ad copy.
If you are planning to start a new call-only campaign it is suggested and advised to bid high. There are chances that you might lose money initially, but you will gain valuable data that will pay off when you are optimizing. Also, when it comes to Adwords, it is considered hard to dig yourself out of the hole as you want to make sure that you are able to secure the top one or two positions right off the bat.
Make sure that you make use of the keywords that appeal to the segment of your audience with the highest likelihood of calling. These keywords could be location-based for the customers looking to visit your business or could be those that resonate with customers farther down in purchasing the funnel. You may also see that people prefer to have or make a conversation while purchasing certain products or services for instance while they buy bigger-ticket items.
You sure do not want to drive your phone calls to voicemails or unmanned call centers. You can make use of a manual bidding CPC strategy so that you can limit your call-only campaign to only run during business hours. You can have a look at the peak call times and days so that you can take advantage of the trends in consumer behavior and preferences and adjust your bids to ensure ads appear in those times.
You need to understand that location targeting is the key if you are a local business. Make sure that you are making use of a local phone number. Also, make sure that the calls are automatically routed to the store or the branch nearest to the caller’s location. You might notice that some geographic areas refer more callers or calls of better and high quality than others, so it might be considered worth increasing your bids for people in that area.
You need to remember and know that not all clicks lead to calls. But you are paying for all clicks. Once someone happens to click a call-only ad, an autodialer will appear on their phone screen, which they must click in order to make the call. You should figure out, i.e. calculate how many clicks actually result in phone calls so that you can optimize your bids based on your calls versus clicks. If there is a large disparity between your clicks and calls this will mean that your audience does not want to call and then you might want to reconsider or rethink your ad strategy, ad copy, or keyword strategy.
Keep in mind, that if you use Google’s forwarding numbers and call reporting you can add a phone-through rate i.e. PTR column to your rating. This will help you know how many times your number has been called i.e. through manual dialing or call button as a percentage of total impressions.
Counting the calls will not be enough. Make sure you look at which calls are actually turning into customers. You can do this with a call intelligence solution that tracks the outcome of a phone call. If you are making use of the basic call tracking strategies then you can look at the call duration to get a better and basic understanding of call quality. Once you are able to understand the quality, you can begin optimizing your bids to increase quality traffic instead of just volume. If you do not measure the quality of the calls, you could be driving negative ROI by referring calls that waste the time of your sales agent.
If there are calls flooding in, this depicts that you are doing great. Make sure that you do not lose your potential customers with a long and confusing phone menu. Make sure that the calls are automatically directed to the right location or the sales agent that can help you with the best. If you can personalize the caller experience based on the keywords then these will be considered better in any case.
Retargeting is considered one of the effective techniques that one can use. Retargeting campaigns help you to retarget your audience more effectively because your overall strategy is based on their online and offline engagement history. If you know that a phone call did not turn into a sale then you can hit them up with a retargeting ad. Callers tend to be highly engaged so they are the perfect target to reconsider and retargeting.
You have extremely limited space in your ad copy for Google’s call-only ads, but that does not mean that you should not give people a preview of what they can expect from you. If you are not making use of emotional appeal then listing your services is a solid option that might help you. Losing services by making use of keywords or minimal words in the Google ads campaigns will help you grab the attention of the customers than the usual ad being displayed.
Google call-only ads are not going to be the right fit for everyone. But if you make use of the right skills and strategies and think that they might be fit then it is important to test them out. When you happen to test, make sure that you bid on the high side in order to see what sort of results you might get. Someone who actually happens to pick up the call has a solid chance of being a higher intent lead than someone who is just in the idle research phase. So, it could be well worth it. By this, you will also know and learn that testing is the key. You will also notice different ways and skills that you can optimize and use in order to get the maximum yield at lower costs. If you plan to improve call-only campaigns in google ads then you might consider seeking professional help from experts and if you plan for the same then you might consider giving a chance to LeCiel Technologies. For more information about the call-only campaign, you can call at toll-free 1-888-664-8126 and clear all your doubts and queries.