Google Call Only Ads?

9 replies
  • PPC/SEM
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Anyone have experience with this? I'd love to hear more and be very grateful for any answers you can share.

1) How hard is it to set up my own successful campaign to generate local leads for my business? I assume if I just find the right keywords and put down enough money I can show up and then it's just a case of optimising? Any insight here would help. Part of me feels like I need deep knowledge to set up a campaign that brings in leads but the other part of me thinks it should be somewhat doable alone?

2) What niches do you know that work best for Call Only Ads? I assume that some niches just don't work well, seeing as some services may need to convince customers a bit more before they call?

3) I've heard Call Only Ads are cheaper than traditional Ads. Is this true - any idea how much?

Thanks a lot in advance.

Alex
#ads #call #google
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  • Profile picture of the author dburk
    Hi Alex,

    Call only campaigns work well for a variety of niches. Cost and effectiveness does vary by niche and you will to need use day parting (adjustments by hour-of-day, and day-of-week) to get the best results.

    Here are some niches that Call only campaigns work especially well for:
    • Emergency Roadside Assitance
    • Locksmiths
    • Food Takeout & Delivery Services
    • Car Towing
    • Auto Repair
    • Emergency Window Repair
    • Door Repair Service
    • Emergency Roof Repair
    • Appliance Repair Service
    • HVAC Repair Service
    • Carpet Cleaning Service
    • Dentisits
    • Peditricians
    • Doctors
    • Real Estate Agents
    • Florists
    • Hair Salons
    • Nail Salons
    • Plumbers
    • Electricians

    Not only do you need to select the right keywords and bid aggressively, you need to write highly effective ads. Because there are only 2 ad slots for mobile devices you may need to have a great ad quality score and aggressive bids to get the best calls at the best cost per call.

    HTH,

    Don Burk
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    • Profile picture of the author squeaks
      Hey Alex,

      1) It's not hard to set up a call only campaign. I'm not sure how much experience you have with adwords, but is very doable. You will still need a website for verification but it is a lot simpler than having to optimise a landing page when running normal search ads.

      2) I find most niches work. Yes, some will work better than others. I agree with the list above, but many others will work as well.

      3) Call only ads aren't cheaper than normal ads. If anything they are probably slightly more expensive. However, you will save money as almost everyone that clicks on your ad will result in a call. Whereas if you run ads to a landing page you will have people that come to your landing page and not make a call - costing you more money.

      Hope this helps.
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      • Originally Posted by squeaks View Post

        Hey Alex,

        1) It's not hard to set up a call only campaign. I'm not sure how much experience you have with adwords, but is very doable. You will still need a website for verification but it is a lot simpler than having to optimise a landing page when running normal search ads.

        2) I find most niches work. Yes, some will work better than others. I agree with the list above, but many others will work as well.

        3) Call only ads aren't cheaper than normal ads. If anything they are probably slightly more expensive. However, you will save money as almost everyone that clicks on your ad will result in a call. Whereas if you run ads to a landing page you will have people that come to your landing page and not make a call - costing you more money.

        Hope this helps.
        OK...so how does this work?

        You only get charged if they call your number?

        I am paying just under $50 per qualified lead....which is going well but this could be better.
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        • Profile picture of the author NickLenihan
          Originally Posted by offmarketinvestor View Post

          OK...so how does this work?

          You only get charged if they call your number?

          I am paying just under $50 per qualified lead....which is going well but this could be better.
          You get charged per click, just like the normal adwords ads. You can generally expect only about 50% of the clicks to turn to calls (sometimes more, sometimes less).
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  • If you look closely at Don's very good list, there's a pattern of types of businesses, something they have in common.

    One, they are all services, not selling a product. Two, they are mostly "I need it now" kinds of services. Three, they are local. They are also the kind that it doesn't matter who you choose. Most people won't read two or three sites to figure out which towing service they will go with. They are pretty much all the same and I shouldn't be disappointed in whomever I choose. So that's another reason why your ads need to be super effective and can't be the same as the others.

    The only one I question is the real estate agents. Seems to me I'll want to check out their site and not just call from an ad.

    Another I'd ad are taxi services.
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  • Profile picture of the author pbarnhart
    One thing to ad here - you need to remember that the people clicking on call-only ads may know little or nothing about your business. I recommended splitting these ads by creating a remarketing audience and targeting one group to previous site visitors, and another group using your site visitor audience as a negative target. Use Google call tracking for both groups, and offline phone conversion tracking for both.

    For new clickers, you need to be very clear about what your business does (service, service area, etc) in your ad copy and have a script (or scripts) ready for your inbound agents.
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  • Profile picture of the author Janvi Arora
    1) Setting up a call only campaign is as simple as setting up other traditional campaigns in Adwords. You should concentrate on Ad Copy, Landing Page and Keywords while setting up your campaign. Optimizing these elements help in maintaining a good quality score which really help you get leads at less spends.
    2) Mostly B2C services like the ones mentioned by Don Burk work efficiently. There are more niches that we can add to the list for e.g. Weight Loss, Skin Rejuvenation etc.
    3) Call only ads are quite expensive when we compare it to traditional ones. But it is considered as a direct lead since you receive a calls from the visitors and the chances of bouncing visitors are eliminated.
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  • Profile picture of the author pbarnhart
    Call-only campaigns do not depend on landing pages - there is no link to your website on call-only campaigns. Call-only ads mixed in with regular ads do not perform well - you should use a call-only ad group.
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  • True, but you still need to enter a display URL. As long as that's there, best to have a good landing page because some people may just enter it in their browser. Google also surely checks it so it needs to exist.
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