What are Google’s call-only ads?
In 2015, Google Adwords released “Call-Only Campaigns” to allow advertisers to capitalize solely on calls. Google call-only ads are ads that are designed to appear on mobile phones and when clicked, call the specified number. These ads do not take the user to a website or landing page.
How do Google call-only ads work?
Call Only Ads are created through Google Ads and can be targeted to specific geographic locations, languages, and devices. Businesses can also set a bid amount for their ad and specify the maximum cost per call they are willing to pay. This allows them to control their ad spend and target the most profitable customers.
One of the key benefits of Call Only Ads is that they allow businesses to track phone calls as conversions. This means that businesses can see how many calls were generated by their ad, as well as how much they cost. This data can be used to optimize ad campaigns and improve the return on investment.
Who should use Google call-only ads work?
Call Only Ads are ideal for businesses that rely on phone calls as a primary source of leads and sales. This includes service-based businesses such as plumbers, electricians, and pest control services, as well as businesses that offer appointment-based services such as hair salons and spas.
Additionally, businesses that have a strong local presence and rely on foot traffic can also benefit from Call Only Ads. For example, a local restaurant or coffee shop can use the ads to generate phone calls from potential customers who are looking for a place to eat or drink nearby.
How do you set up call-only ads?
Firstly, you need to add your business number for which Google will assign a unique Google forwarding number to measure the performance of your ads.
The call only ads objective is available in the search network with the below goal types :
- Sales
- Leads &
- Campaign without a goal
On selecting your goal, click on Search campaign type
Next, you will be shown some more options to chose the results ou want from this campaign.
Select “Phone calls” and then add your number and the country. Then, click on “Continue” to proceed to the “General settings” page and ad groups.
Extensions: Location extension, structured snippets & call out extensions are the only extensions that can be added in call-only ads. It’s advisable to use any or all of these extensions to provide more information.
When you reach the “ads” section, you will have to add the below to set up the ad
- Phone Number: enter the phone number you’d like to show in your ad
- Headlines: there are 2 headlines of 30 characters each
- Descriptions: there are 2 descriptions of 90 characters each
- Business Name: the name of your company or organization. Help your customers know who they’re calling by including this info in your ad. It may not appear every time your ad is shown
- Display URL: the display URL is to give people a clear idea of who they’re calling. The display URL in your ad must match a domain associated with your business, but the ad won’t send people to a landing page
- Verification URL: Verification URL is optional. Google Ads can use it to verify that the phone number in your ads matches the one for your business so that calls go to the right place
Pro Tip
Use a tool called “Call Rail” for tracking phone calls. You can see where the caller is located geographically, web session history on your site and the sources that drove their visit
Conclusion
Call-only ads convert better because they allow the caller to learn more about the advertiser’s product because there is one-on-one interaction on the phone. The advertiser is better able to communicate its products and services which leads to a better chance of a conversion. Also, when the prospect calls any number, there is a strong intent involved which leads to a sale.
In conclusion, Google’s Call Only Ads is a powerful tool for businesses that rely on phone calls for generating leads and sales. The feature is easy to use, highly targeted, and provides valuable data for optimizing ad campaigns. If you’re a business that depends on phone calls to drive revenue, consider giving Call Only Ads a try.
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Google Ads is a paid advertising platform that allows businesses to display their advertisements on Google's search engine results pages (SERPs) and other Google-owned websites
Call Only campaigns work by displaying an ad with the business name, phone number, and a call button. When a user clicks on the ad, they are able to directly call the business. The ad is targeted to specific geographic locations, languages, and devices, and the bid amount can be set by the business
The cost of running a Call Only campaign depends on various factors, including the bid amount, target audience, and competition for the keywords being used. Businesses can set a maximum cost per call to control their ad spend.
The benefits of Call Only campaigns include the ability to reach potential customers at a crucial moment when they are actively searching for products or services that the business offers, and the ability to track phone calls as conversions.
