Google has just unveiled a new campaign format to help advertisers take advantage of the continued trend of searches going mobile. To help advertisers dip their toes in, AdWords now offers “Call-Only Ads”. Google has re-introduced the ability to get phone calls directly from mobile ads. While you can always enable “Click-to-Call” extensions for your campaign, this doesn’t guarantee that they will appear in every ad auction. In addition, users still have the opportunity to click through to the main website, which is not ideal if your only goal is to drive phone calls. Call-Only ads allow advertisers to bid on mobile searches and serve ads that, as the name suggests, only lead directly to phone calls.
To get the most out of these ads, you should create a separate campaign for your Call-Only ads. To do this, create a new “Search Network Only” campaign. On the Campaign Setting page, select the radio button for “Call-only”. After rolling all device targeting together with Enhanced Campaigns over a year ago, Google has given back a bit of control, allowing you to separate your Call-Only mobile ads from other ad types. This is important for segmenting your bidding strategy, since you are likely to have different CPA or ROAS goals for phone calls than for website visitors. Since you don’t have to worry about sharing the campaign budget with more traditional search ads, you will be able to bid efficiently for phone calls.
The next step will be writing ads that entice users to place a call. The ad format itself is basically the same as a traditional search ad: headline, two description lines, and a display URL. The difference is that the headline will always be your phone number. As with call extensions, when creating your ad, you’ll have the option to use a Google forwarding number for call tracking. You’ll also need to supply a Verification URL, which is a page where the number in your ad is listed. Once you have this all set up, start testing ad copy and get that phone ringing.
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