Google Call-only ads are fairly a new feature, designed to encourage people to call the business rather than clicks. In your PPC campaigns, there is a certain procedure to take a maximum advantage from this. We will guide you step by step on how to setup, optimize, and report on call-only ads campaign.
How to set-up call-only ads
Start with determining what valuable call length your business can have, before developing any form of the call-only ad campaign. However, a sales team requires up to 10 minutes to close a lead. For example, if a call-only ad considers a length of a call-up to 60 seconds to it convert then for accurate cost management and reporting, you will require a conversion, a conversion window, and a count at the correct length for your business. Modify the default setting using AdWords conversion interface.
Using a call extensions option, select the ‘Phone Calls’ conversion and then click on ‘Calls’. Then select ‘Calls ads using call extensions’. From here you can set the conversion time and other settings.
Optimizing call-only ad
- Scheduling: Always schedule call-only ads during business hours unless a client wants their calls to be sent to an answering machine. You should always have sufficient staff available to answer your call follow which is aligned with call center hours. This will allow you to structure your account geographically segmented. This will help you to build multiple call-only ad campaigns with ad scheduling in collateral to varied time zone.
- Mobile preferred ads: call only ads and mobile proffered ads are different from each other. Though they occupy same ad space. The Google ad Rank determines the type of ad which will appear. If in case, your mobile preferred ads have more historical information then it is likely to have a more outrank to your call only ad while SEO. For more granular control over diverse keyword strategy and bid, we advise you to consider mobile ads only.
- Targeted keyword search: We recommend you include call-centric modifiers if there is sufficient traffic on your call only ads keywords. For example, ‘Customer Support’, ‘Call’, and ‘Phone Number’. This will aid you in improving click rates and in building competition with your preferred mobile ads.
Reporting through Call-Only Ads
Data on Google Forwarding numbers and call the only ad is set to invisible as default. Within AdWords, you can find these features in ‘Dimensions’ and ‘Customs Columns’.
- Dimensions: For call-only reporting, go to ‘Dimensions’ if you have opted for Google Forwarding. the click on ‘Call Details’ in the drop down. you will see a PPC metrics with caller’s area code, call length, and other settings.
- Custom Columns: To view metrics such as PTR, phone calls, and phone impressions you can easily add a custom column option. Though, these metrics are not provided at the keyword level, while still, you can enable them in detailed metrics at the call-only ad campaign or ad group level.