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 an online form and then change their mind. Also, when a prospective customer fills an online form, that still requires the company’s sales team to call the prospect and seal the deal.
On the other hand, receiving a phone call from a prospect means that 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. Contrary to popular belief, call extensions are the best way to increase the number of calls that are directed from Google Ads. By using call extensions, you get to display your company’s phone number along with the ad, providing prospects with another way of contacting your company.
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, which is 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 from happening 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 simply redirect prospects to filling an online form whenever a representative isn’t available.
Start a Call-Only Ad Campaigns
One of the many reasons why Google Ads is the way to go for companies that are looking to increase call conversions is that, apart from using the traditional call extensions, it allows you to run “call-only” campaigns as well.
One hiccup that marketers are often faced with 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 are going to need to understand the various types of conversions for your Google Ad campaign. This is important, especially if you are running 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 keywords that are call-heavy.
Here, 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 important to bid according to the value that a call is able to provide. In short, you should know the value of a call in order to place an appropriate bid. This is key to maximizing your returns when using Google Ads. In order to get an idea of the value of a call, it’s best to discuss these calls with your sales team who answer the calls and take a closer look at the sales history.
Here, monitoring call quality also helps. This means gauging which calls are coming from relevant prospects and which aren’t, and if the calls are being handled properly by the sales representatives. Using call tracking software is by far, the most efficient way of making sure all calls are being handled properly by the sales representatives.
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. This means, making the phone number easier to find can significantly increase the number of calls you receive from the landing page alone. For example, it should be noted here that most landing pages place the contact number on the top left-hand corner of the website. You can also utilize your own data along with A/B testing to find out the ideal placement of the CTAs.