Call-only campaigns are the advertising strategy of the future. Here’s why.
Have you heard of Google’s recent move to streamline advertising for mobile use for a greater customer conversion rate? Don’t let your business fall behind by not taking advantage of the call-only campaigns.
What’s the Concept?
Call-Only Campaigns set up an arrangement that looks similar to pay per click (PPC), but effectively removes the weakest part of the conversion funnel. Pay per click (or cost per click) is an internet advertising model in which the advertiser pays the publisher/website owner whenever an ad is clicked, which is how traffic is sent to a website.
By contrast, the Call-Only Campaigns direct users to call the advertiser, thus skipping the step of clicking the ad to go to a landing page. Whereas in normal desktop PPC advertising you have to pay for clicks to bring users to a page, with Call-Only you bring all of your leads straight to you.
This increases your conversion rate by a whopping 95%!
Check this out: in PPC advertising, you’ll lose about 19 of 20 prospects that land on your page, even when they are highly optimized. Oftentimes you can’t get these prospects through the content to the call to action fast enough to hold their interest, or if you do collect their information, you waste precious time in the intermediary before contacting them. By that point, they may be no longer interested, they may have found something different, or they may be annoyed to be called.
Call-Only Campaigns allow you to connect directly with the prospect in the moment of their interest. This is precisely the moment in which they are actively searching and available to make a purchase. When you consider the above data, it is estimated that calls to a company may be worth 3 times as much as clicks to a landing page. It’s the time-sensitive nature of this strategy that makes it so invaluable for you.
How Does it Work?
The way Call-Only works is very simple. This feature can be enabled within AdWords from the Search Network and settings page. The ad format makes the call option more prominent for users searching your site. Your company’s URL will still be visible on Call-only ads, but the phone number which connects directly to the user’s smartphone becomes the main focus.
That’s what makes call-only campaign ads so brilliant: before, advertisers had to create the link between the ad and call extensions. Now, Google’s new feature makes the process effectively streamlined, eliminating a lot of work for you and bringing the call to action available at the campaign level. And now customers don’t have to waste time looking through content when they simply want to speak to a person!
The other nice thing about the feature: as the advertiser, you don’t have to pay for desktop clicks, if that’s not what you’re after. This was never possible before.
Are You Ready?
We’re ready to go with this new wave! Are you? Do you think this could be a fundamental change to your marketing campaign?
Farotech is a Philadelphia-based marketing company seeking to help you to increase your business’s conversions. Your success is our success. We’ve got many more tools for you in our back pocket. If you’d like to learn more about how to optimize your marketing strategy, you can call us at 267.387.6620 or email us at info@farotech.com.
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