Many local businesses today are choosing to promote their phone numbers in their online ads. They do this because calls are important to their business. One way of doing this is through Google AdWords call extensions/click-to-call, which add phone numbers to your online ads.
And once you do this, you’ll want to know how much good that small addition is doing for your business. The solution is https://support.google.com/adwords/answer/6095882?hl=en Google’s call tracking, which tracks calls as conversions. Call-centered campaigns matter today for local businesses, and especially in the context of rising mobile use.
Think with Google https://ssl.gstatic.com/think/docs/mobile-path-to-purchase-5-key-findings_research-studies.pdf reports that consumers spend 15 or more hours researching on their cell phones, and 69 percent of them expect a business to be within five miles to satisfy a desire to purchase within an hour. Making it easy for them to call (with call extensions) makes your business more attractive, and call tracking lets you know which call extension ads provide the best ROI.
In this article, we’ll look at the benefits of click-to-call and call tracking, as well as some of the various ways you can use it.
Why Promote Phone Numbers?
In order to compete online, you need to be highly accessible and meet users’ needs in those https://www.thinkwithgoogle.com/infographics/meet-needs-i-want-to-do-moments.html I-Want-to-Do Moments. These are the times when people need fast solutions for stain removal, recipes and more, and 69 percent of the time they’re using their mobile phones to find those solutions (and if you’re a local launderer or grocery store, you want to be there).
Further, 20 percent of the solutions involve making a phone call (see previous link). When your number is out there and immediately visible, you can be part of the conversation.
Google commissioned an https://think.storage.googleapis.com/docs/click-to-call_research-studies.pdf independent study of click-to-call across various industries, and found it to be highly popular, with 70 percent of mobile searchers using it to connect with businesses. Typical reasons people opt to call instead of using the website include quick response, talking to a real person and more detailed information than a website can provide.
Types of Call-Centered Ad Campaigns
At the beginning of this article, I mentioned call extensions, which allow you to add phone numbers to your Google AdWords ads. Here’s how they work: You implement call extensions at the campaign, ad group or ad level (AdWords then verifies the numbers). The extension lets users call your location with one click (from a smartphone), which AdWords treats as it would a click on the headline in terms of cost per click (CPC).
You can also set https://www.searchenginejournal.com/seo-beginner-guide-call-tracking-care/83173/ different phone numbers for different campaigns to see how well individual campaigns are driving phone calls.
If you’ve turned on call tracking, those calls count as conversions, and you can access detailed conversion information. This reporting is not on by default—you’ll need to tweak some settings in your AdWords account tools.
This article at Search Engine Land offers some great http://searchengineland.com/click-to-call-and-paid-search-best-practices-and-secrets-from-the-pros-237178 tips on best practices for click-to-call:
• Ensure your team is ready for an influx of calls. The experience with the call center replaces the landing page experience.
• Use call analytics to score phone calls and optimize bids and keywords.
• Don’t be overly concerned with landing page abandonment. If people visit your landing page and then call, they are probably more aware of your product than someone who bypasses a visit to the site, and may be more likely to buy.
• Keep the phone number visible on the website, and optimize to make the click-to-call functionality obvious.
• Consider whether keywords are more suited to click-to-call campaigns or call-only ones. More generic, broad keywords can work better for campaigns with call extensions.
Another option is https://support.google.com/adwords/answer/7159344 call-only campaigns. You use these when you want to drive only phone calls and not clicks to your website. It’s possible to set these ads to show only when your business is able to answer phones, such as during open hours.
Call-only ads only appear on devices that can make calls, and clicks generate calls, not visits to the website. You can implement call-only at the ad group or campaign level. As with call extensions, calls are counted as conversions and treated as headline clicks in terms of CPC.
WordStream http://www.wordstream.com/blog/ws/2015/02/20/google-call-only-campaigns estimates that phone calls are worth about three times as much as website clicks; call-only campaigns are a more streamlined way to encourage calls than just call extensions, as they’re available at the campaign level. This is great news for brands that don’t want to buy desktop clicks at all, and see them as a waste of money.
It might be easy to dismiss phone calls in this era of online research and shopping. However, as a local business, promoting phone calls and monitoring how they work for your business can be a lucrative endeavor.