Similar to their introduction of the “Enhanced” campaigns, Google is at it again by introducing their latest change in Call-Only campaigns. The Enhanced campaign movement was Google’s attempt to target customers in the most effective way by showing ads to fit the device they were using at that time. Go Local along with many other agencies were no longer allowed to have mobile specific campaigns in Adwords, taking away some of the flexibility of bidding depending on the device. With this latest change, Google has decided perhaps direct calls will generate increased sales more than mobile websites.
So How Does it Work?
With smartphones in hand, consumers are increasingly looking for products or services while on the go and then placing a call right away. In fact, Google states that 70% of mobile searchers call a business directly from search results.
Call-only campaigns are optimized to show up only on mobile devices that are capable of making phone calls. When a user searches for a business, the only call-to-action (CTA) is a phone number that prompts the searcher to confirm the call. He/she is unable to reach the advertiser’s website via the ad. This means every click you pay for can be a phone call to your business. But does this limit possible traffic and discourage potential customers?
Well, by bidding on only phone calls you do cut a large amount of traffic from your website. This may be a way for Google to add revenues while enabling more opportunities for businesses to now engage in Adwords. Since every click goes towards a phone call, you can design a bidding strategy based specifically on your CPA or ROAS goal for calls. This helps you maximize the value of every call to your business.
What Will it Look Like?
Previously, advertisers were able to set up call-only ads with call extensions but the new ad product means it is easier to measure calls as the only conversion type for a campaign. Implementation in the user interface is also much simpler. In fact, as the ad type is specifically designed to encourage phone calls, ad copy, too, can be created with that in mind.
Displaying a phone number and call button, call-only ads can also be customized with options such as “speak to a specialist today,” or “call to make an appointment.”
The headline displays as the phone number, while the display URL simply serves as branding and lets users know what business they’re calling.
“This move shows Google’s willingness to embrace a mobile ad that completely eliminates the website – reinforcing its focus on helping advertisers find ways to make mobile make sense. Advertisers will need to track metrics off these ads carefully, as many users may not realize a click places a phone call until after the advertiser has already been charged,” says, Bob Sturges, account director at 3Q Digital.
“It’s great for advertisers who only seek calls as leads, especially when people are increasingly searching on mobile and able to make those direct calls,” adds a Google rep.
Go Local’s Implementation
Go Local has begun testing Call Only campaigns with a few different clients in a variety of industries and we’ll report back soon with details.