Google Announces New Call-Only Campaigns
According to Google, 70% of mobile searchers call a business directly from search results and with a higher percentage of search queries coming from mobile devices this year than ever before, mobile advertising is becoming increasingly important.
Call-only campaigns will provide businesses with a new and easy way to reach potential customers by displaying an ad with a phone number, two lines of description text with a display URL (the URL is only for branding purposes) and a call button. Instead of taking users through to a landing page once they have clicked on the ad, call-only campaigns will load and prompt a call from the users mobile. Calls will be charged by AdWords in the same CPC manner as clicks, and it is likely that CPCs on the new call-only campaigns could be cheaper – especially before most advertisers embrace the campaign.
Previously, Google used the call extension alongside ads which provided a call button so the user could click on to initiate a call from the mobile. However, advertisers were finding that this extension was resulting in either accidental clicks through to the website or accidental calls. These accidents are something that call-only campaigns aim to eliminate.
The new campaigns will provide a number of benefits including:
- Opportunity for advertisers who currently do not have a mobile friendly website to invest in mobile advertising
- Ideal for customer service campaigns: often customers have questions or issues which can be resolved better over the phone
- Higher quality of customer: a higher level of engagement can be assumed from a customer making a phone call
- Better for your target market: seniors or traditional customers may feel more comfortable speaking to someone over the phone as opposed to filling out a form on a website
Metrics for call-only campaigns can be tracked, for example: number of calls, length of calls, time of calls and location. Optimisations can be carried out using this data allowing for the campaign to become as refined and successful as possible.
If your business values a phone call more than a site visit then call-only campaigns can aid your online activity and lead generation. While the growth of mobile search has been cited by many sources, it is not always the case that a mobile responsive site converts well, highlighting that there may still be a place for human interaction.
By Lauren Wark, PPC Marketing Executive.