Keith Vera
Client Services Manager
Last month we talked about the launch of the new AdWords click-to-call feature as Google rolled out the service to all paid-search advertisers. Now, Google has rolled out a strong enhancement that brings click-to-call functionality to all mobile-triggered searches regardless of a users location through phone extensions. Advertiser phone numbers can now appear as the last line of ad text, and can be applied to all existing or new campaigns. Here is an example of what an advertisement utilizing the new phone extensions enhancement might look like:
- Google AdWords Phone Extensions
We've been utilizing Google's new Click-to-Call features for some of our clients and have a few suggestions if you would like to take your PPC ads to the next level and implement click-to-call utilizing phone extensions:
- Treat your click-to-call campaigns as separate programs from your traditional PPC campaigns, much as you would campaigns that focus on advertising on the content network.
- Focus on the more general terms around your brand or product at first, with the goal of capturing users who are actively searching for your company, products or services. These users are more likely to be your stronger target-audience segment, and further down your conversion-funnel.
- Test and optimize your mobile campaigns just as you would your standard PPC campaigns, be sure to check your mobile calls-generated statistics frequently.
- Finally, be sure that you have a system in place to handle the new inbound call traffic. If your call center doesn't operate 24 hours a day, day-part your click-to-call campaigns to only operate during hours you can handle calls.
Let us know what you think of this new click-to-call AdWords feature by commenting below...
