When it comes to search marketing, some businesses want to drive sign ups, others want to drive purchases, and for others, driving phone calls is the most crucial to success
If your business is focused on the latter, there is now an AdWords campaign type just for you. Google has introduced call-only campaigns, a way for businesses to prominently display their phone number, business description and call button right when people are searching.
Around 70% of mobile searchers call a business directly from search results, Google says, which means there’s a lot of potential to reach new customers with these campaigns.
Call-only campaigns are optimized for mobile devices that can make phone calls, which sounds like they won’t be displayed on things like tablets and so on. That means you’ll only pay for clicks that have the potential to end up in a phone call.
With call-only campaigns you’ll have the ability to bid based on the value of a call. Since every click goes towards a phone call, you can design a bidding strategy based specifically on your CPA or ROAS goal for calls.
In addition, Google reminds that since the ads are specifically designed to encourage phone calls, the copy can be written with that in mind. Now your ad copy can have calls to action like “speak with an expert today!”, or “call now for a free estimate!”
Best of all, the ads could not be more simple to set up. During the ad creation process there will be an option to choose the ‘call only’ ad type.
From there you just fill in the rest of the fields like you would for any other ad, and when you’re done you’ll have an ad that’s going to send you phone calls rather than traffic.
If you’re currently using the older method of manipulating the call extensions setting to create call-only ads, you can upgrade to call-only campaigns by following the details in this AdWords Help Center article.