New Call-Only Campaigns in AdWords – Explained
One of the major challenges most businesses face is that they find it difficult for visitors to their Adwords to call them and this ultimately results in lost money in the potential customers that fail to call back.
Thanks to Google, businesses can now create campaigns that only run ads that directly bridge the gap between potential customers and business owners instead of having them visit the website first.
This is not a direct rebirth of campaigns that run only on mobiles, it is only an addition to help businesses and other advertisers that are heavily reliant on calls. Studies show that a large fraction of mobile searches wanted to call the business directly.
This was a survey conducted in 2013. With the increasing number of users of mobile devices, it is expected that the volume of searches on mobile devices would significantly increase. Google have leveraged on this fact to introduce the call-only campaigns and make businesses profit from the initiative.
How it works
This concept helps you create a campaign targeted to receiving phone calls only thereby allowing only actual phone calls are being paid for and not for clicks.
Guide on setting up:
- Create a fresh campaign.
- Choose the “search network only” option and select “call-only”.
- Create an ad group like a regular campaign and make your ad. The basic difference or differences between a call-only ad and a regular text ad comes from three fields.
Business Name: when creating a call-only ad, you are required to write your business name in just 25 characters as that is the set limit.
Phone Number: you are meant to fill in your phone number that should be active as your potential clients are to call it in order to contact you.
Verification URL: you have to fill in the web address containing the phone number you have filled in the “phone number” filed. The URL is part of the verification process in order to determine whether or not the number entered is the same as the one on the website. You should ensure that the domain entered matches the displayed URL.
The new type of campaign takes away the option of entering a destination url. This is so as your ads directly leads to a screen guiding your customers to dial your number.
All a potential customer needs to get in contact with you is a few clicks and your phone is ringing for an imminent business deal. The first click takes the customer to a screen that shows a dial page and the second click initiates the call. And Google only charges the owner of the ad when the call is put through.
You also get two options for keeping tabs on the results of your campaign. The first is to add a Google forwarding number and the other is to count every call as a conversion.
How expensive is the campaign?
Cost-per-click and the newly introduced campaign should normally cost the same. You are however at the liberty of assigning a value to the clicks made especially when you consider the fact that every call that gets you is almost definitely going to bring you sale.
The appropriate bidding type
Many advertising would be wondering what the best bidding technique will be for the call-only campaign. It is best to have the new campaign bids treated as the regular ones. It is also advised that the “maximize clicks” option is clicked as it helps to get the highest clicks possible with the amount chosen.
The call to actions you use in your ads are very important to the success of your campaign as they go a long way to determine whether or not a potential customer becomes a paying customer. The keywords and relevance is very important and should be adequately taken into consideration.
If you already have a campaign running, there is the possibility of adding call-only ads to it.
The call-only extensions also make it possible for your ads to come up on other devices while the call-only campaigns appear on devices that are able to place a call.
It is easy and pretty straightforward to upgrade your campaigns to a call-only campaign and you could either duplicate the campaign and or change the type of campaign in the settings. Regardless of the option chosen, there is a need to update your ads in order to be compatible with the call-only campaign format.
It is advised that a new campaign to run simultaneously with the existing one is created.
All in all, the new campaign is best for small businesses that heavily rely on calls made to seal a deal. Local businesses are also going to benefit tremendously from this campaign as they are also highly dependent on Google Adwords to attract potential and even existing customers.