Just when you think you have figured it all out, Google introduces another type of campaign in Google Ads. Call-only campaigns rolled out a while ago but we would like to take a little bit of time to talk about them. They are designed to encourage users to call the advertiser rather than click on the ad to take them to a landing page. A handy little “call” button appears within the ad, making it immensely easier to draw users’ attention to your business and connect with you in a matter of seconds. Once it captures their attention, with one click, they are calling you, making leads much more promising. With call-only campaigns, capturing leads really is so much easier!
The first thing you should know is that call-only campaigns are not meant to replace any features. The campaign doesn’t even get rid of your website link; it only places the focus on the call feature. The feature simply removes all distractions between prospects and businesses by making it quicker and easier for users to connect to businesses by phone call. Easily enabled in the Search Network ad settings page, these types of campaigns are a great option for businesses of all sorts. If a potential HVAC client is sitting in a freezing cold home, for instance, they will likely want service quickly and may not want to mess with clicking and searching through your website. Having a “call now” button available for them gives them a chance to connect with you almost instantly. This eliminates the need for the client to click through to your website in a traditional ad campaign to find your contact information, or attempt to find you in the “HVAC near me” search results. Having this feature is also a major advantage over your competitors who may not be using it by giving your potential clients a quick and convenient way to find the service they need.
You might be wondering how much this could help reaching your business’ customers. You probably already recognize that the majority of your prospects that click on your desktop ad are lost. When you do capture a lead from your landing page, chances are, after they submit their information, it takes some time before you can reach out to them, inevitably costing you more leads. With the call-only feature, 100% of the leads you receive via phone calls can be captured. You get to immediately connect with the customers who need you, when they need you. Having the ability to communicate via phone with a potential customer gives you the opportunity for a much higher conversion rate. It is estimated that phone calls are worth three times more than clicks to websites. This new feature is a truly powerful tool!
Today, mobile searches far exceed desktop searches. For many of you, using this call-only feature is a no-brainer. 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. If you’re still having doubts, take a look at some of the statistics listed here. It makes it easy to see just how valuable the call-only feature could be for you!
If call-only campaigns are something you’re interested in trying with your business, give Big Corner Creative a call at 316-260-5391. Our marketing specialists are experienced in campaigns of all sorts and would love the opportunity to discuss your options with you!