The Potential of Call-Only Campaigns for Businesses | Call only Campaigns Best Practices

Smartphones have changed our world as we know it. This is most evident when we look at the state of digital marketing today.

Smartphone use for online browsing is increasing every day, therefore it’s more critical than ever to optimize your PPC campaigns for smartphone users.

The truth is, mobile phone searches often lead to calls or purchases. This increasing trend is what encouraged Google Ads to launch the call extension option, which has paved the way for standalone call-only campaigns.

In this blog, we’ll discuss the importance of call-only campaigns for businesses and explain why you should really consider making it a part of your PPC strategy, yesterday.

The Rising Importance of Call-only Campaigns

Have you ever wondered why Google introduced campaigns solely dedicated to calls? The conversion rate of calls and the dominance of calls over clicks was too incredible to ignore.

In case you have your doubts, here are some stats that paint a picture of today’s mobile-mad world:

• 79% of smartphone owners shop online with a mobile device.
• 70% of mobile users will call a business directly from the link in search engine results.
• 43% of all search-related conversions happen through smartphones.

The evidence is inescapable – call-only campaigns can be the difference between your company staying ahead of the game or falling far behind it.

There are several methods of increasing calls to your business:

• Implementing call extensions in your ad copy.
• Including a contact number in Google My Business account.
• Adding call buttons on your web pages.
• Adding call options on location pages.
• By using dedicated call-only Campaigns.

8 Undeniable Benefits of Call-only Campaigns

Call-only campaigns can provide immediate value for certain businesses. This is because, in many cases, the main purpose of a website is to encourage a call lead.

By focusing on receiving calls immediately, you offer a level of personalization that many others simply don’t do. However, there are many other ways you can benefit from call-only campaigns.

Let’s take a look at what this strategy offers:

1. It is Faster

When people search for a service or business, many mobile users tend to click the phone number first, before they explore the company website. This instant contact feature allows people to cut to the chase and get the quick solution they want.

2. It is More Genuine

Studies indicate that more than 70% of mobile users call companies directly from search results. A further 29% will contact a company once they find a contact number on the business website.

The people that go to this effort to get in contact with your company are more likely to be genuine leads with a real interest in dealing with your business.

3. It is User-Friendly

Promoting your company through click-to-call ads is extremely user-friendly.

After finding your ad in search results, people can get in touch with your company with little trouble and minimal digital touchpoints. There is no need to memorize the number or copy and paste it – you just click and call!

4. It is More Cost-Effective

When compared to other PPC ads, call-only campaign ads are significantly more affordable for desktop users. That in itself makes call-only campaigns more attractive for both companies and customers.

5. It Offers More Value

Many people who phone into a business through call-only ads are normally serious buyers. This means whoever is calling into your business through this strategy holds a higher customer probability. And this means great value for your business.

6. It Increases Relevance

As callers are more genuine, you attract more relevant traffic. This equates to more qualified leads, which impacts your quality score as your ad is deemed more relevant to the viewers. As a result, your conversion rate will benefit.

7. It Doesn’t Require Landing Pages

The importance of call-only campaigns for businesses can be felt when the workload gets lighter. With call-only campaigns, there’s no need for a landing page, which means less creation upfront before launching your ads.

8. It Provides Valuable Insights from Caller Information

The caller information database you gain from click-to-call ads can help refine your strategies, by providing you with helpful information, such as:

• Customer age group
• The area you’re receiving the most calls from
• Certain days and times the calls were made

These factors can help you optimize your strategies more efficiently which, ultimately, increases your overall return on advertising spend (ROAS).

Which Businesses Can Benefit From Call-Only Campaigns?

You may think that call-only campaigns won’t work for your business, and in fact, you may be right. If you run a news website, then there’s not much to be gained from running ads to encourage people to call you.

That being said, there are a lot of industries that can benefit from call-only campaigns, such as these:

• Real Estate – There are always people looking online for new homes or land. If you own a reputable real estate agency, you can use call-only campaigns to display your number and generate new leads.
• Touring agencies – The growing trend of travel and tourism continues to stir up people’s’ interest in going on tours. There’s no better way for them to get the information than by ringing up to speak to the professionals (i.e. your awesome travel agency!)
• IT companies – With everything going digital, there are plenty of queries and problems relating to computers. Many software development companies can offer fantastic new tools, but not as many provide personable customer service. Call-only campaigns can change that for your business.
• Restaurants and Hotels – Similar to tour agencies, the hospitality industry can boost conversion rates by using call-only campaigns to increase bookings.
• Automotive – Many car owners have specific questions that they prefer to talk about with a professional. When you make yourself available for phone calls, you can build rapport with your customers and offer them the insights they need about parts or repairs.
• Educational institutes – Many young prospective students do research online, however, a lot of them appreciate the ability to chat to their preferred university on the phone. Having call-only campaigns can boost admission rates.
• Banking – The importance of call-only campaigns for businesses may be no more evident than in the banking sector. Practically every day, hundreds of customers call their bank for a range of queries that they can’t solve alone.

Click to Call Ads Can Transform Your Campaign

No PPC campaign will do well unless there is a healthy balance of monitoring and testing happening in the account. By keeping a close eye on your Ads account, you can ensure your campaigns are optimized for success.

For some businesses, that may mean using call-only campaigns to reach your audience in the most effective way. This service breaks down any barriers between your brand and customers, helping to build more personal, stronger relationships.

If you’re wondering if call-only campaign Ads are right for your business, you can use PPCexpo’s advanced interactive PDF (iPDF) reports to find out. It will provide the analytical insights on your existing campaigns to help you determine how people interact with your business.

Check out our Reports Library to run the report you need to know your audience a little better. After that, they may just give you a call!