Google Ads is what the original Google AdWords, first released in 2000, is now known as. Google is the most used search engine in the world with a total of 3.5 billion search queries conducted each day. Although that is a massive volume of searches and Google Ads has a track record spanning two decades, that doesn’t mean that every brand has a working knowledge of how to capitalize on the value of Google Ads. For those starting a new Pay Per Call campaign, or looking to revitalize an existing one, here are some basics that are key to the success of any Google Ads effort.
Using Call-Only Ads
One of the first choices you’ll have to make in setting up your Google Ads is determining how valuable calls really are to your business. Service industries, as one particular example, derive most of their revenue from calls because this is how consumers set up appointments. Some of these industries, such as plumbers or locksmiths, are time-sensitive. Customers have a need that is often immediate, so a rapid response is important.
As such, one of your first considerations with Google Ads should be whether you want to drive clicks and calls for your business, or just calls. For those in time-sensitive services industries, you may want to focus solely on using the Call-Only ad feature. This way you can focus you efforts and ad spend on generating calls that lead to appointments and measurable revenue.
Ads Built for Success
Let’s assume you are going down the road of Call-Only Ads. Given this, the next important step is going to be building ads that are well-suited for success. Write ad text for your Call-Only ads that give consumers a compelling reason to click your number or pick up the phone and call your business. Showcase your company’s value against that of competitors.
Of equal importance, use the scheduler features of Google Ads to ensure that your ads only appear when someone is actually on duty to answer the phone. No one wants to call a plumbing service that says it offers emergency services only to get an answering machine. Not only does this waste the consumer’s time and dent your brand image, but it also wastes your marketing dollars on ads that won’t generate revenue.
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The moment your Call-Only Ads are up-and-running, you’re going to begin receiving feedback on the performance of your ads. This will come both from Google and from your workforce as you identify what types of consumers are calling, as well as when they’re calling, and where those calls are originating from.
Call-Only Ads from Google Ads will show you demographic details on consumers. This includes informative such as the area code an individual calls from, the time of day that person called, and even what touch points they interacted with. That last factor is an important one to keep in mind because it will help you better understand where conversions are coming from in your Google Ads campaigns.
You can track conversions directly as consumers click on your phone number in a mobile ad. This will let you track what keywords brought them to that content, allowing you to create more ads that target that niche. Of equal importance are website call conversions. Not all converting customers will click right away on your number. They may use one of your best-performing keywords, go to a landing page for more information, and call without using a click-to-call button. This helps you capture a better view of the consumer journey beyond a simple click-to-call conversion.
Google Ads has built a system that takes into account the value of phone calls to a company. Call-Only ads are a critical piece of that system and the information offered above highlights the basic functions and values of Google Ads as it relates to your Pay Per Call campaign.
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