Google Call Only Ads campaigns streamline the process of driving and tracking calls, but mastering them requires some adjustment. You can’t simply apply your traditional PPC strategy and expect optimal results.
With the widespread use of mobile devices, phone calls have become a popular way for customers to connect with businesses. In response, Google has introduced various features to help advertisers capitalize on this trend. They initially introduced call extensions, followed by call tracking from landing pages, and eventually, call-only campaigns.
Call-only ads are designed to encourage people to call your business directly and are exclusively displayed on devices capable of making phone calls. When a potential customer clicks on your ad, it initiates a call to your business from their device.
Table Of Contents:
#1 Use The Url
In call-only campaigns, there’s limited space compared to traditional PPC ads. You don’t have a headline since your phone number acts as one, and there’s no landing page involved. This highlights the importance of your URL. Consider adding a call to action (CTA) or keyword at the end of your display URL to maximize its impact. Use those 35 characters wisely to strengthen your message.
#2 Always Test Your Copy
Make sure your ad copy for call-only campaigns is focused and clear. With only two lines of 35 characters each, it’s crucial to include a clear call-to-action (CTA) that prompts people to get in touch with you. Additionally, including relevant keywords in your ad copy, similar to click-to-call ads, can further enhance your campaign’s effectiveness.
#3 Bid High When Launching Your Campaign
When starting a new call-only campaign, it’s advisable to set higher bids initially. While this may result in some initial losses, it provides valuable data for optimization later on. Securing one of the top positions in Google Ads from the start is crucial, as it can be challenging to recover from a lower position later.
#4 Focus On Call-Centric Keywords
Ensure that your keyword targeting aligns with the audience segment most inclined to make calls. This might involve using location-based keywords for customers seeking local businesses or selecting keywords relevant to those closer to making a purchase decision. Additionally, consider whether certain products or services prompt more calls, especially for higher-value items.
Given that call-only ads bypass website visits, prioritize keywords that cater to individuals seeking immediate solutions or actions without extensive research. This approach targets users with high intent, driving them to contact your business directly.
#5 Use Campaign Schedule
Ensure that calls from your call-only campaigns are not directed to voicemail or an answering machine. Utilize a manual bidding CPC (cost-per-click) strategy to schedule your campaigns to run exclusively during business hours. Analyze peak call times and days to align with consumer behavior trends, adjusting your bids accordingly to ensure your ads are visible during these periods of high demand.
#6 Consider Location targeting
For local businesses, precise location targeting is essential. Ensure that you’re using a local phone number and that calls are automatically directed to the nearest store or branch based on the caller’s location.
Through analyzing call data, you might find that certain geographic areas yield more calls or higher quality leads. In such cases, consider increasing your bids for individuals in those areas to maximize the effectiveness of your campaigns.
#7 Calculate Your Call-Through Rate
Keep in mind that not every click on your call-only ad will lead to a phone call, but you’re charged for each click regardless. After clicking on your ad, users must still click to initiate the call. It’s crucial to track how many clicks actually result in phone calls to optimize your bidding strategy accordingly.
A significant gap between clicks and calls, or a high call abandonment rate, might indicate that your audience is hesitant to make calls. In such cases, revisiting your ad copy or keyword strategy is advisable.
To monitor this effectively, consider adding a phone-through rate (PTR) column to your reporting. Utilizing Google’s forwarding numbers and call reporting, PTR shows the percentage of times your phone number has been called (via the call button or manual dialing) relative to total impressions. This metric can provide valuable insights into the effectiveness of your call-only campaigns.
#8 Monitor The Call Quality
Measuring the success of your call-only campaigns goes beyond simply counting calls. To optimize bidding, assess performance, and calculate ROI effectively, it’s crucial to determine which phone calls lead to actual sales. This can be easily achieved by leveraging a call intelligence solution that tracks call outcomes.
For those using basic call tracking tools from Google or other providers, examining metrics like call duration can offer insights into call quality. Once you have a grasp of call quality, you can adjust your bidding strategy to prioritize high-quality traffic over sheer volume.
Failing to track call quality could result in wasted time for your sales team and ultimately lead to a negative ROI. By focusing on quality metrics, you can ensure that your call-only campaigns are driving meaningful results for your business.
#9 Analyze Caller Experience
You’re receiving plenty of phone calls great job! Now, it’s crucial to capitalize on these opportunities. Avoid losing potential customers due to lengthy or confusing phone menus. Ensure that calls are promptly directed to the right location or sales representative.
For an even better experience, personalize the caller’s journey based on the keyword or campaign that led to the call. This tailored approach can significantly enhance customer satisfaction and increase conversion rates.
#10 Retarget Calls That Didn’t Convert
Syncing call data with your retargeting campaigns and utilizing retargeting lists for search ads (RLSAs) allows for more effective audience retargeting. By leveraging both online and offline engagement history, you can tailor your messaging and strategy to better resonate with your audience.
Callers often represent highly engaged and high-quality prospects, making them ideal candidates for retargeting efforts. Additionally, retargeting those who didn’t convert over the phone with relevant ads helps maximize conversion opportunities without risking redundancy.
For any business that operates via phone, Google Call only ads campaigns are a must. Don’t overlook the potential of prospects seeking genuine conversation through click-to-call ads—they’re valuable leads worth testing and learning from.
Conclusion
In conclusion, Google Call-only ads campaigns offer a powerful avenue for businesses to drive and track phone calls effectively. By optimizing ad copy, bidding strategies, and call handling processes, businesses can capitalize on the growing trend of mobile driven inquiries.
Leveraging call data for retargeting efforts further enhances the potential to convert engaged prospects into customers. Embracing Google Call-only ads is essential for any business aiming to tap into the valuable pool of prospects seeking immediate engagement over the phone.
