Ask any business owner, and they will tell you that they’d rather receive a call from potential customers than a filled online form. That’s because a person can fill out an online form and then change their mind. Also, when a prospective customer fills out an online form, the company’s sales team must call the prospect and seal the deal.
On the other hand, receiving a phone call from a prospect means they are ready to take action. So, how can a business increase call conversions? Well, one of the easiest ways of doing that is by using Google Ads, and here’s how you can drive more call conversions using Google ads.
Add a Call Extension to Your Campaign
One of the best ways to drive call conversions is by using call extensions. By using call extensions, you display your company’s phone number and the ad, providing prospects with another way of contacting your company. Contrary to popular belief, call extensions are the best way to increase the number of calls directed from Google Ads.
Whenever someone clicks on the phone number, they place a call straight to your company. This removes the need for the middle man, which in this case, is the landing page. And the best part is the person is only charged for the click, similar to clicking on a landing page.
Use Scheduled Call Extensions
When using call extensions, one factor to consider is making sure you have a team standing by to receive any calls. You don’t want a prospect to call in and be kept waiting. The best way to prevent that is by scheduling the call extensions to a suitable time for your business – preferably when you have representatives available. Many business owners who use this method redirect prospects to fill out an online form whenever a representative isn’t available.
Start a Call-Only Ad Campaign
One of the many reasons why Google Ads is the way for companies looking to increase call conversions is that, apart from using traditional call extensions, it allows you to run “call-only” campaigns.
One hiccup marketers often face when using call extensions is that they do not know when the phone number is visible to prospects. This is not a problem that you’re faced with when running a call-only campaign.
Understand the Different Types of Google Ads
Of course, you will need to understand the various types of conversions for your Google Ad campaign. This is important, especially if you run call extensions along with the ‘visit website’ link. Once you notice a significant difference in the conversion types within a Google ad campaign, it is possible to split the call campaign to target only those call-heavy keywords.
You can also try to incorporate ‘Customer Match’ and ‘Remarketing Lists for Search Ads’ into the mix to gain better results.
What is the Call Value?
It is essential to bid according to the value a call can provide. In short, you should know the value of a call to place an appropriate bid. This is key to maximizing your returns when using Google Ads. To get an idea of the value of a ring, it’s best to discuss these calls with your sales team, who answer the calls and take a closer look at the sales history.
Call tracking software is, by far, the most efficient way of ensuring all calls are handled correctly by sales representatives. Here, monitoring call quality also helps. This means gauging which calls are coming from relevant prospects and which aren’t and whether the sales representatives handle the calls appropriately.
Optimize the Landing Page
If you aren’t using call-only ads as part of your campaign, you should tweak the landing page to ensure it is optimized for calls. For example, it should be noted that most landing pages place the contact number on the top left-hand corner of the website. This means making the phone number easier to find can significantly increase the number of calls you receive from the landing page alone. You can also utilize your data along with A/B testing to find the ideal placement of the CTAs.
