The era we live in gives us so many options to communicate that the day doesn’t seem too far when the option of calling using a phone is left altogether. However, the intertwining of calls with online activity – increase in direct dialing using voice assistants as well as click to call buttons for mobile search, makes it just a speculation.
- Mobile advertising is expected to represent 72 percent of all U.S. digital ad spending by 2019. (MarketingLand)
- There are 62.3 billion search queries from desktop in 2019 and 141.9 billion from mobile which is about a 250% increase in five years. (Searchenginewatch)
- Currently, 300,000 mobile apps are serving Google Mobile Ads. (Creative Roots Marketing)
- Mobile accounted for 57% of organic search engine visits in Q4 2018. (Searchenginewatch)
There are various high-stakes situations or complicated transactions in which help from human assistance becomes inevitable. In fact, talking to an agent is preferred rather than filling a web form in such circumstances.
Calls are in favor of service provider as much as of the consumer as a recent study found that calls convert at ten times the rate of clicks. Below are the four ways to optimize your search ads in case your business line hardly rings and you want to drive more high-value phone calls.
1. Let Your Audience Know You’re Ready To Take Their Call — And That A Real Person Will Answer
Make sure to inform your audience that you are available to take their calls. It is not the time of landlines that the customers will look up your number in yellow pages. It is highly unlikely. They will most probably search your number online – using social media or simply a search engine.
Make it known that a human will interact with them and make it easy for them to find you online. They will use new means of finding your business but they still want a human to answer their queries not a robot with a long list of options for them to choose from.
Make the text of your ad direct, to the point and impossible to miss for the customers. If your business offers a free service or some perks to the customers then spell it out clearly in your ad.
2. Cater To The More Than Half Of Users That Will Likely Be On Mobile
Your customer is on a mobile device if they have used search to find your landing page. Organic search engine visits via mobile keep increasing. Your mobile landing page should have a click to call button that has your number in bold.
The best place to keep a click to call button would be the header of the page, near your form, in fact, any place it can’t be missed or overlooked by the customer. It is a sure way to boost calls as mobile users keep their phone nearby. That’s great news for businesses looking to boost calls since mobile users obviously already have their phone in hand.
However, forcing users to dig up a pen in order to write down your business number only to put it back into their phone adds an unnecessary extra step that could make some users think twice about calling.
If your customers have to fetch for a pen and paper to write down your business number, they will think twice before making a call. Don’t make it unnecessarily hard on your customers.
3. Use Location-Specific Targeting
Mobile devices are used for search queries much more than desktop. Mobiles are mostly used for local searches. Your customer, most probably, wants a local service if they make a call to speak to a representative. For instance, local aid is needed if your car breaks down.
Now imagine how frustrating it would be if you click on a few ads and make few calls only to end up contacting businesses that operate somewhere else. That is why you have to target your audience by region so that your customers get the information they need.
Don’t waste a good ad at a place when you are providing services somewhere else. Set the location that you want to target if you are using Google Ads. You can then ensure that your call-focused ads appear in those places.
4. Track Calls Made From Ads And Landing Pages
A critical aspect of optimizing paid search is to know which of your calls are coming from ads and which are coming from landing pages. Knowing where your calls are coming from on the web is as important as tracking where they are coming from in the physical world.
You will get a comprehensive picture of your call data if you use a call tracking and analytics solution beside Google Ads. It is better to gather more and more information.
At least ensure that your analytics solution gets data around the keyword, campaign/ad group, and the landing page that led to the call. You have to get a complete picture of your audience as well as your ad performance.
The good old-fashioned phone call for business can now drive conversions and sales even in this age of technology. Provide the best possible experience to your customers when they call you and when they click on your ad, seize retargeting opportunities. Remember, more calls mean more opportunities for revenue for your business.