The Good, Bad & Ugly of AdWords Call-
Only Campaigns
It seems to have been the year of the mobile phone in the last 5 years, so when Google
launched call-only campaigns on February 20, 2015, the world of paid searches applauded
with enthusiasm. Among the good comments about call-only campaigns, there are also
some drawbacks that can be easy prey. Learn More about Ad Words Call-Only Campaigns
with PPC Training in Chandigarh.
launched call-only campaigns on February 20, 2015, the world of paid searches applauded
with enthusiasm. Among the good comments about call-only campaigns, there are also
some drawbacks that can be easy prey. Learn More about Ad Words Call-Only Campaigns
with PPC Training in Chandigarh.
The Good
Call-Oriented Businesses
For few companies, especially account -based industries, call-only campaigns offer actual
value.The fewer steps you can provide in the conversion funnel, the better your conversion
rate will be.
value.The fewer steps you can provide in the conversion funnel, the better your conversion
rate will be.
Cut Out Conversion Obstacles
Good news! If your website is not easy to use for users or mobile devices, then forcing people to
perform conversions on mobile devices through calls may be the best option for you. Advance
website for conversions is no longer a problem with call-only campaigns.
perform conversions on mobile devices through calls may be the best option for you. Advance
website for conversions is no longer a problem with call-only campaigns.
Targeted Ad Copy
You know that a click on your call-only ad will generate a call, so you can customize your
ad copy to be call-oriented. Use the CTAs as "Call now", "Speak to" and "Call to" to emphasize
clicking on the announcement that will result in a phone call.
ad copy to be call-oriented. Use the CTAs as "Call now", "Speak to" and "Call to" to emphasize
clicking on the announcement that will result in a phone call.
The Bad
Restricts User Choice
Take a step and look at the call-only ads from the user's aspect. There are many consumers
who would fairley visit a website than make a call Call-only ads eliminate that option and
force them to call. Then, these potential consumer converters can decide to transmit your ad.
who would fairley visit a website than make a call Call-only ads eliminate that option and
force them to call. Then, these potential consumer converters can decide to transmit your ad.
The other component of this deception is that you are missing the valuable UX data that comes
with the visits to the mobile website. Less traffic means less knowledge about how users of mobile
devices interact with your website.
with the visits to the mobile website. Less traffic means less knowledge about how users of mobile
devices interact with your website.
Call-Only Campaign Set Up is a Time Suck
Currently, call-only campaigns can only be set up in the AdWords user interface. Creating call-only
campaigns in the user interface can be a big waste of time if you're creating multiple campaigns.
Mainly when it comes to the ad creation.However, you can not create, edit or even view call-only
ads in the Editor.
campaigns in the user interface can be a big waste of time if you're creating multiple campaigns.
Mainly when it comes to the ad creation.However, you can not create, edit or even view call-only
ads in the Editor.
Call Tracking Minimum Click Curse
Unfortunately, call-only campaigns are still included in the curse of Google forwarding numbers. If
you do not know, the Google forwarding number will only be activated if an ad group has received
at least 30 clicks in the last 30 days.
you do not know, the Google forwarding number will only be activated if an ad group has received
at least 30 clicks in the last 30 days.
Why should you care? Well, if you rely solely on Google promote numbers to track your call
conversions, then you do not track calls made from ad groups that are cursed by Google's
forwarding number. Do not be too afraid! You still receive those calls, but you do not track in
AdWords. The easy thing is to get a third party call tracking tool, like CallRail, if you still want the
call data. PPC Training in Chandigarh is the best place to know more about Call-only Ads
Campaigns.
conversions, then you do not track calls made from ad groups that are cursed by Google's
forwarding number. Do not be too afraid! You still receive those calls, but you do not track in
AdWords. The easy thing is to get a third party call tracking tool, like CallRail, if you still want the
call data. PPC Training in Chandigarh is the best place to know more about Call-only Ads
Campaigns.
The Ugly
Paying for Click Abandonment
When a user clicks on a call-only ad, they do not make a call directly. Clicking on a call-only ad
first displays a confirmation call window, like the one shown below, where the search engine can
choose to continue or cancel the call. The ugly part is that you pay for the first click, not the click
if you choose to continue with the call. Therefore, you are paying for the abandonment of the click
while Google obtains the wealth of that first click.
first displays a confirmation call window, like the one shown below, where the search engine can
choose to continue or cancel the call. The ugly part is that you pay for the first click, not the click
if you choose to continue with the call. Therefore, you are paying for the abandonment of the click
while Google obtains the wealth of that first click.
Run One Mobile Campaign at a Time
The easiest way to set up a call-only campaign is to duplicate a campaign and edit it to be
call-only. Thing should be in mind that if you run the same keywords in the authentic campaign
as in the call-only campaign, you run the risk that the keywords in both campaigns will
compete with each other, thus increasing your CPC in the ad auction.
call-only. Thing should be in mind that if you run the same keywords in the authentic campaign
as in the call-only campaign, you run the risk that the keywords in both campaigns will
compete with each other, thus increasing your CPC in the ad auction.
REMEMBER to decrease the bid adjustment for mobile devices in your original campaigns by
100% or you will risk paying a higher CPC.
100% or you will risk paying a higher CPC.
The other drawback is that you can not perform a split A / B test correctly if a regular campaign
using call ad extensions or call-only campaigns will perform better. You can only try one type of
mobile campaign at a time or you run the risk of your keywords competing with each other in the
ad auction.
using call ad extensions or call-only campaigns will perform better. You can only try one type of
mobile campaign at a time or you run the risk of your keywords competing with each other in the
ad auction.
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