With the advent of Google AdWords’ Enhanced Campaigns and unified device targeting, managing the bids of a pure click-to-call campaign can be a tricky balancing act. Here are 6 top tips, tricks and things to remember when optimising your click-to-call campaign:
1. Setting up your campaigns
Click-to-call campaigns are set up in Adwords, as like any other paid search campaigns. However, advertisers must add a call extension to their ads, which is found within the ‘Ad Extensions’ tab.
Within each campaign, advertisers are able to add in a phone number. Remember: show phone numbers appropriate for the country you are targeting, otherwise they may get angry customers complaining about expensive international call charges!
• Google forwarding number – by using the call forwarding number, advertisers can utilise call reporting features in AdWords, such as phone call conversions, phone impressions, number of phone calls, PTR (phone-through-rate), and Avg. CPP (average cost per phone). Advertisers can see which keywords are driving phone conversions. However, the downside is that by opting into call reporting, Google replaces the company phone number with their own generated number. As a result, this new Google number appears on the user’s mobile keypad as a “0333” number. This may be off-putting to some users who are concerned about call charges.
• Show the following links – if advertisers want to drive ¬only mobile calls, the “show the following links” option in Adwords allows you to select “Just the phone number”. By choosing this, a click on your ad will mean the user gets directed to make a phone call rather than to the homepage of your site. The headline then moves down below the display URL, and the phone number appears as your new ad headline clickable straight to the number.
If advertisers choose to combine these two options, be aware that the company call number appears as the headline of the Paid Search ad but when the user clicks on it, a different Google forwarding number will appear in their keypad, as represented below. This may cause consumers to not proceed with the call.
2. You pay per click, not per call
When your ad appears on a mobile device and the user clicks the ‘Call’ button, the call number appears on the user’s keypad where they can then choose to follow through with making the call. Google will charge you a CPC based on that first click and not on whether the user then follows through to make a call. Advertisers may find that there is a large discrepancy between the click through rate and the call through rate and should plane their budget according to a drop off ratio.
3. Mobile ads
Advertisers can increase their call through rate if the mobile ad uses messaging to emphasise and encourage the user to call. Ad Text such as “Speak To A Specialist Today!” or “Call Now For Our Best Prices!” can serve to reinforce that by clicking on this ad a consumer is expecting to make a call. This reduces money spent on wasted clicks.
4. Search Partners
In your normal paid search campaigns, it is often best practice to include all search partners in your campaign settings to maximise coverage. However, with a click-to-call campaign, choose to disable this feature and select the ‘Standard’ option. While all search partners will be able to show your mobile ad, many do not have the call button feature. This increases clicks and ultimately cost while reducing the call through rate.
5. Ad scheduling
Remember your call centre opening hours! Within the ‘Settings’ tab at campaign level, you are able to set your ads to schedule at certain hours of the day and days of the week. Make sure that your ads only run while your call line is open otherwise you will be paying for clicks and receiving no calls.
Furthermore, you will be able to employ the ‘Dimensions’ tab to find out when you are receiving the highest number of impressions and tailor your bid strategy to be more aggressive at those times. For instance, if a travel advertiser knew that users liked to research flights during their morning work commute and then call through during their lunch hours, bids can be customised accordingly.
6. Have a mobile ready site
Last but certainly not least, make sure your website is mobile optimised. This seems like a simple point but can often be overlooked and forgotten! Click-to-Call is an effective mobile advertising function and whenever advertising on a mobile device advertisers will have consumers viewing their website, especially if show “both my website and phone number” are selected during the setup (see the first point). If the website isn’t mobile optimised then consumers are more likely to leave the site without calling or converting, wasting valuable ad budget. Google have a new handy tool that allows advertisers to see if your website is mobile-friendly: google.com/webmasters/tools/mobile-friendly
Click-To-Call advertising can be an incredibly effective campaign, especially when your ultimate goal is to get a consumer on the phone, but this campaign strategy is fairly new. By using the above tips and tricks advertisers can increase the effectiveness of their campaigns.
Google AdWords has now added Dynamic Text Ads and they’re getting great results.
This ad format allows you to retarget potential customers who have been to your website and looked at a specific product without purchasing. Of course you can already do this but what makes this unique is that it displays a small image and the details of the item they previously looked at with the use of a data feed.
These ads are incredibly smart, they display the product that was either viewed the most by the consumer or what they had in their online shopping basket.
You can access Dynamic Text Ads through Google’s Display Network (GDN) and they are purchased on a standard CPC basis. As not all sites on the GDN allow image ads, the Dynamic Text Ad has the ability to cover the gaps on these sites.
Even if you don’t have a live Display campaign, by running the Dynamic Text Ads alongside your standard PPC there is a strong likelihood ROI will increase because of the visual and relevant nature of the ad format.
We implemented this new Dynamic Text Ad for one of our clients and saw a very profitable conversion rate. To build the campaign, we used a double Ad Group strategy. One Ad Group specifically targeted consumers who left items in their shopping cart and the other for viewers of a product. The messaging could then be targeted and made more relevant to where the consumer is within their path to purchase.
Net Media Planet Analyst, Leonie Tamkin, explains, “Dynamic Text Ads create an opportunity to capture that user again. The product image helps to trigger the memory of what we know that person is already interested in.”
We are seeing an upsurge in the demand for dynamic and personalised digital advertising solutions. This new Dynamic Text Ad format is just one of the items we will see between now and the upcoming year that will help advertisers to create highly relevant ads with the use of product data feeds.
I came from Germany to London to do my Internship at Net Media Planet (NMP) as part of my apprenticeship in correspondence and languages. My goal for the 6 weeks I was spending in London was to learn as much as possible, though I wasn’t quite sure what to expect. As I entered the bright and friendly NMP office I was greeted by Digby, my supervisor during my time here, who introduced me to every person of the company as new member of the sales team. I was pleasantly surprised. From that first moment on everybody treated me like a new colleague; nobody ever called me an Intern. I feel like that really gave me the chance to see the company from a different side and connect better with my fellow colleagues.
In the first week I had a lot of training where people of all different departments took the time to show and teach me parts of what they were doing. I got an Introduction to PPC, Display and AdWords and was taught how to use NMP’s internal programs for analysing and interpreting data. Even though my head was spinning after this week, the training was extremely beneficial as it gave me a good overview of the different steps of Digital Marketing.
As soon as the second week started, I became more and more involved in the tasks of the sales team and internal meetings. I started to work on prospect and website analysis. We also started preparing for the World Travel Market with the Marketing Team. I experienced the work behind event preparation and was allowed to attend the event myself. This was a great experience as I saw and applied networking skills for one of the largest Travel conferences worldwide.
In the third week I had the chance to prepare exploratory meeting analysis, which included creating reports and pulling chart data for a range of prospective meetings. I also began the evaluation of current sector reports to find the best prospects for the sales team to contact. Through analysing our sector report data, I could discover the weaknesses in their Digital Marketing Strategies. This helped me in developing an eye for what’s important in a good Marketing Strategy. Also, the whole company went to a “Community Farm Day” on Thursday. It was a great day and I had the chance to work in a team with people I hadn’t worked with before.
Fourth week already and somehow I have the feeling time is running faster at NMP. That week I attended very inspiring presentations, including “The Highs and Lows – 5 Principles of Success” with Derek Redmond at the Digital Marketing Show. Also, I had the chance to write a few blog articles for NMP’s website. This was great as I had the chance to research and learn more about different topics in the world of Marketing and Business. For example, the new Twitter “Buy” Button, Facebook’s business site and dynamic text ads. I was also invited to join the new employees of Net Media Planet to visit the Google Offices, as Google is one of their partners. That was truly amazing! I would have never thought that I would have the chance to see one of the largest companies globally within my time here. This was also the week we moved from Farringdon to Angel to a brand new office, which was very inspiring. To see this amazing company grow truly makes me happy.
The fifth week was a week of growth. They now have a bigger office and I have the feeling the company has grown to a new level with this office move. I’m already excited to see what they are going to achieve in the future. I worked on the creation of new sector reports which contain more relevant search terms to ensure that we get the most relevant data for potential clients. For me, again, a great week.
What more to say?
From day one I was astonished by the atmosphere in the company. I read on the company website that their philosophy is “to treat people fairly, support individual growth and to enjoy working”, but truly I haven’t seen any place in my life that implemented this philosophy as well as NMP. They really take care of their people. I can’t thank everybody enough for supporting me in my biggest task of all, to learn as much as possible, especially Digby, Lisa and my team. I’d like to thank them for making my time here so amazing. It did not just help me with PPC marketing and English skills but also with my whole career and personally I learned a lot! I’m truly thankful for the opportunity and can say it was the right decision to come to NMP for my internship.
As my time here is now coming to an end, I look back on a beneficial and worthwhile internship that is going to help my future career more than I could have ever expected.
Thank you NMP!
Black Friday and Cyber Monday have come and gone in such a whirlwind many of us are still recouping from the shopping fury. But did any of you notice Google’s been testing a special Black Friday AdWords ad format in the US?
The ad below is an example of this new Black Friday Paid Search ad. The ad allows you to add specific Black Friday and Cyber Monday attributes to your ad text. These attributes are displayed as an extra line on the ads.
*Text in image has been made bold to emphasise change to ad.
The theory is that by calling attention to specific Black Friday or Cyber Monday special offers the CTR will increase. With a greater CTR we would hope to see an increase in the conversion rate as well.
Right now we have more questions than answers about this new product. Only time will tell how affective this extra line of text was.