Maximize the Value of Customer Calls With Adwords Call-only Campaigns

Adwords recently introduced call-only campaigns, a new and easy way for businesses to reach potential customers by showing their phone number, business description and call button during their search.

Call-only campaigns allow retailers to focus on getting users to click-to-call a business straight from the ads. With these campaigns, you’ll be able to bid based on the value of a call to your business and add existing phone information to new ads.

According to Google’s “The Role of Click to Call in the Path to Purchase“, 70 percent of mobile searches call a business directly from their search results. The call campaigns were uniquely built for these types of  businesses that value phone calls more than website clicks. The ads are also specifically designed to only show on mobile devices that can make the calls.

Since every click goes towards a phone call, the ad feature allows retailers to design a bidding strategy based specifically on CPA or ROAS goals for calls. This helps retailers maximize the value of every single call to their business.

How can call-only campaigns benefit retailers?

Companies can tailor their call ads with creative phrases such as “speak to a specialist today” , “call to make an appointment” or “ask us for a quote”  to let potential consumers know they can reach your business directly, without having to navigate the website. The call-only ads can improve lead volume and conversion rates by targeting mobile devices that focus exclusively on increasing calls.

“If a significant portion of a client’s order volume comes in over the phone this could be a good experiment to run. Traditional call extensions have offered up a similar experience for mobile users for a while now, but this ad type definitely brings more attention to the phone number and the desired action of actually calling in,” David Weichel, Director of Paid Search Marketing at CPC Strategy said. 

“It’s an improvement in that regard, but it’s also important for advertisers to measure the quality of calls coming straight from the SERP without any interaction with the site or product. After all, not all leads are created equal and there’s an implicit trust/qualification factor to consider pre/post visiting an advertiser’s site.”  

If you’re currently using the call extensions setting to create call–only ads, you can find details on how to upgrade to call–only campaigns in the AdWords Help Center.