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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.
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:
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:
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:
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.
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.
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!
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.
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.
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.
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.
The caller information database you gain from click-to-call ads can help refine your strategies, by providing you with helpful information, such as:
These factors can help you optimize your strategies more efficiently which, ultimately, increases your overall return on advertising spend (ROAS).
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:
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!
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