Just when we thought the biggest bidding auction on the web couldn’t get any bigger, Google introduced call-only pay per click ads. Call only ads are just what they sound like – the only option they give visitors is to call your business, with no link to your website, or any clickable buttons other than “call.” This is a fantastic option for businesses where inbound call conversion rates are higher than other lead sources, which these days, is almost everyone. The added value of this option is in that when used in combination with a hosted number, you can now track (with miniscule detail) exactly which searches and ad results lead to phone calls – especially converting ones!
What’s especially important about call only ads, is that they are only displayed on mobile devices, so that the user is able to actually place a call from the ad. Mobile search is becoming increasingly common, so much that Google has stated that more than 50% of their traffic is from mobile. Consumers are seeking information on the go, and when they find what they’re looking for, they use it directly. 70% of mobile searchers call businesses directly from their search results. The correlation we see here is that more traffic is resulting in calls, which is why call-only ads have become a great lead source. Let’s break down a few reasons why call-only ads might be better than traditional PPC ads:
1. Call to action is the main focus of ad
The point of focus in call only ads, in large, bold font at the very top is your call to action: “Call: [YOUR PHONE NUMBER]. Of course underneath there is room for a description of your service or product offering, but there is absolutely no way that your phone number won’t be found. This proves advantageous if you have a stand out vanity phone number, like 1-800-FOR-TAXI. Searchers are more likely to remember, as well as to see Call: 1-800-FOR-TAXI and call it, than they are, say 1-800-679-8246. But even if you don’t have a vanity number to use here, your call to action being your ad’s focal point leaves little room for misinformation about how to contact you. There is a benefit in using a call tracking number for these campaigns, because you can report on which headlines and ad copy performed the best and had the highest conversion rates.
2. Fewer steps to sale
With traditional PPC ads, visitors have to click your ad, and then navigate around your landing page to find your contact info. They might be taken off of your desired sales path when distracted by other links on your site, or when they have a question about your product/service and either look around your site or initiate a whole new search. Even if they do stay on the track you’d like, clicking an ad to fill out a form on a page, or clicking an ad to find a phone number takes longer and leaves more room for distraction, and ultimately abandonment. Calling you directly from your ad is natural, since they’ve already got a phone in their hand.
3. They lessen the possibility of losing sales to competitors
Once a potential customer clicks your ad to call you, all that’s left for you to do is close the sale. They aren’t talking to one of your competitors while they’re talking to you, and they aren’t getting distracted by other offers while you’ve got them on the phone to tell them about your offer. Unlike traditional PPC landing page based ads, if you supply all the information the customer might need on the phone, there’s no reason for them to look at other ads. You can answer any additional questions and overcome objections in your phone conversation – something you may not be able to do solely on a landing page. If you’re using a hosted number in your ad, you can also make note of what types of questions are being asked from each type of ad.
4. Call only ads give you the ability to follow up
When coming to your site from a PPC ad, unless they fill out a form of some kind, (and unless you’ve got IP business intelligence software) the only information about visitors you’re given is their IP address. It would be amazing if visiting a site was a form of communication, but unfortunately a conversation doesn’t start by a lead simply visiting your site. However, a conversation does start when leads call you. And then, if the conversation ends before you’d like it to, doesn’t result in a sale, or needs follow up, you have the phone number that the lead called you from and in turn, the ability to continue the conversation. You can take advantage of Hosted Number’s call notation to write a few sentences about what happened on the call or reminding yourself that you need to follow up from that call. This is especially helpful if you also use call recording, because you have the ability to listen to the first call again, to make sure you follow up on all of the points needed from the initial call.
Following up with your leads – whether it’s to answer any additional questions they may have or to tell them about a special promotion that might apply to them – is not something that PPC ads inherently offer, and what helps set call only ads with apart.
5. You can tailor your call content
Much like the way traditional PPC ads direct leads to a landing page relevant solely to the content of the ad, you can use call only ads to specify the content of their resulting calls. This is especially easy if you use call tracking phone numbers on your call only ads. When setting up call only ads this way, you assign a unique call tracking number to each promotion or offer that you’re running an ad for. The lead clicks to call from your ad, and when your phone rings, you can configure your settings to show which number they have called from. This way, you know exactly which offer or service inbound calls are interested in, and can get straight to providing the necessary information to sell it.