In a recent article in the Inside Adwords Blog, entitled “Charge up your phones with call-only campaigns” Google rolled out “Call-Only” campaigns where advertisers can have their text ads just show a phone number, short description and a call button. In this day and age, it makes complete sense, however one has to wonder if this new option has anything to do with drivers who continue to look at their phone while driving. According to Google, they state “With smartphones in hand, consumers are increasingly looking for products or services while on the go and then placing a call right away. In fact, 70% of mobile searchers call a business directly from search results.”
How to Maximize Call-Only Campaigns?
Well, the first thing to optimize is the CTA (Call-to-action) for this, as we already know consumers will make a phone call and not click. So, in order to do this effectively, these ads need to cater to mobile users who are planning to make a call. Ideas such as “Give us a Call”, “Agents are standing by”, or “call to make an appointment”. This could also be a great opportunity to do some multivariate testing as well.
How to setup a Call-only Campaign:
(Google has conveniently provided the necessary steps to create these campaigns, so I have provided them below:)
To create your new campaign:
- Sign in to your AdWords account at https://adwords.google.com.
- On the “Campaigns” tab, click the +Campaign drop-down menu, and select Search Network only.
- Add a name for your campaign. To help you find your campaign later, you might want to indicate in the name that this is a call-only.
- Choose the campaign type Call-only – Ads that encourage people to call your business.
- Choose your Networks, Devices and Location targeting. Under Devices, note that your ads will only appear on devices that can make calls.
- Under “Bid Strategy,” keep in mind that all clicks on your ads will result in calls to your business.
- Select any other settings you’d like for your campaign.
- Click Save and continue.
To create your new ad group:
- On the ad group page, enter the name of the ad group.
- Create your ad.
- Enter your business name. This should be the name of your company.
- Enter your business phone number. This is the number people will dial when they click your ad headline.
- Add your description text, and display URL.
- Enter your verification URL. This should be the address of a webpage that contains the phone number you entered above. AdWords will use this web page to verify your phone number, and the domain of this URL must match your display URL.
- Select what type of phone number you would like to show on your ads.
- Enter keywords for your call-only ads. To see how often people search for those keywords, click Estimate search traffic.
- Enter your default bid. This is the most you’ll pay per click for ads in the ad group. Keep in mind that your CPC bids should match the value of a call to your business, since all clicks on your ads will start a call from the device where the ads appear.
- Click Save ad group.