These days making a phone call directly from a piece of content has become super simple thanks to the use of Click-to-call text and direct dialling from voice assistants. With these advancements in interaction, conversion, AI and PPC comes the need to adapt your paid search strategy in order to compete with the market and get the most out of your budget.
Below are our top 5 tips for getting the most “bang for your buck” when it comes to PPC and attracting inbound telephone enquiries.
- Use AI for CPC Bidding
Google’s AI has come a long way, and it’s implementation into PPC is a huge benefit for paid search managers. Setting bids manually can be a very time-consuming task and, more often than not, involves a lot of guess work. This is where Google’s AI steps in. Not only will it make your time more efficient, but it’s likely to improve the performance of your work, too. The fantastic Smart Bidding feature is very in depth and takes a multitude of factors in to consideration and crunches the numbers and data for you. Smart Bidding benefits include:
- Advanced machine learning
- Flexible performance
- Contextual signals
- Transparent performance reporting
- Call Extensions & Call-Only Ads
Create a sense of urgency to get the most out of your call-only ads, and focus on low-funnel, high-intent ad groups. Keep in mind that there is no landing page or traditional ‘click through’ with a call-only ad, the only action for the end user is to make a telephone call. With this in mind, call-only ads don’t work very well if there is the potential that the customer would need more information prior to calling.
This one may seem obvious, but make sure there is someone present to accept any calls! Schedule your ads specifically with working hours in mind, as it can make for some very unhappy potential customers if there is nobody available to take the call.
- Use Lookalike Audiences
Lookalike audiences will help in getting your ad seen by potential customers who are similar to your most high-value clients and who have yet to connect with your brand. You can expand your reach using an accurate and well-established source, such as video viewers or people who have called and interacted with your business before. It’s a very highly-used feature in Facebook Advertising and is also available in Google Ads under the name “Similar Audiences” (and in YouTube too!).
- Use Click-To-Call buttons on Mobile Landing Pages
Optimise your landing pages for call conversions. This means making your phone number prominent, big and bold and using click-to-call on any buttons. Include your phone number in the header of your page, as well as near any contact forms. Split test your layouts to find out which gets the best results. Particularly for mobile audiences, click-to-call buttons are highly effective for those that are seeking any personal assistance or don’t want to fill out a contact form on a small screen. If you find the majority of your enquires are via inbound calls as it is, it’s simple – you need click to call buttons.
- Track Everything
Using dynamic tracking phone numbers in your ads is a must. This can be facilitated by Google Ads themselves or via a 3rd party software. Ideally you will want to be able to track the keyword, campaign / ad group and the landing page that led to the phone enquiry. Bonus tracking information would be demographic details, engagement history and the outcome of the call. Integrate all of this data with your Google Ads account so that you can view these conversions along with click conversions.