Google Ads Call-Only Ads Best Practices

In the fast-paced world of digital marketing, staying ahead of the curve is crucial for success. One such avenue that has proven to be highly effective for businesses is Google Ads Call-Only Ads. These specialized advertisements cater to users who prefer direct phone interaction, offering a unique way to connect with potential customers.

However, to truly harness the power of Call-Only Ads, you need to employ the best practices that ensure maximum engagement and conversion. In this article, we’ll delve into the strategies that will help you make the most of Google Ads Call-Only Ads.

Google Ads Call-Only Ads Best Practices

1. Understanding Call-Only Ads

Before diving into the best practices, it’s essential to understand what Call-Only Ads are. Unlike traditional ads that direct users to a website, Call-Only Ads are designed to prompt a call. When users click on these ads, they are immediately connected to your business, streamlining the customer journey.

2. Crafting Compelling Ad Copy

The heart of any successful advertising campaign lies in its ad copy. When it comes to Call-Only Ads, your text must be concise yet impactful. Highlight the immediate benefits customers will receive by calling your business. Use strong action verbs, clear offers, and a sense of urgency to entice users to take action.

3. Relevant Keyword Selection

Keywords are the bridge between your ad and your target audience. Thorough keyword research is crucial to ensure your Call-Only Ads are displayed to users actively seeking your products or services. Long-tail keywords, localized terms, and specific phrases can help you reach the right people at the right time.

4. Setting Up Call Tracking

Measuring the success of your Call-Only Ads is essential. Implement call tracking to gather data on the calls generated through your ads. This data provides insights into which ads and keywords are driving the most valuable calls, allowing you to optimize your campaign accordingly.

5. Implementing Ad Extensions

Ad extensions enhance your Call-Only Ads by providing additional information. Location extensions, for example, help users find your business easily. Callout extensions allow you to showcase unique selling points. Use these extensions strategically to give users more reasons to choose your business.

6. Mobile-Friendly Landing Pages

Since Call-Only Ads primarily target mobile users, your landing pages must be optimized for mobile devices. A seamless mobile experience not only improves user engagement but also encourages users to follow through with the call.

7. Clear Call-to-Action

A strong and clear call-to-action (CTA) is pivotal in driving conversions. Incorporate phrases like “Call Now” or “Speak to an Expert” to guide users towards making the desired call. Make sure your CTA stands out visually and is placed prominently in your ad.

8. A/B Testing for Optimization

Continual improvement is key in digital advertising. Regularly perform A/B tests on your Call-Only Ads to determine which elements are resonating best with your audience.

Creating and Optimizing Google Ads Call-Only ads:

1. Clear and Compelling Ad Copy:Craft concise ad copy that clearly communicates the value of your offering. Use action-oriented language and highlight what makes your business unique.
2. Include Relevant Keywords:Integrate relevant keywords in your ad text to ensure that your ad appears when users search for specific terms related to your business.
3. Utilize Call Extensions:Implement call extensions to make it easy for users to reach you directly by clicking the “Call” button in your ad. This can enhance your ad’s visibility and increase the likelihood of conversions.
4. Set Up Proper Call Tracking:Use Google’s call tracking feature to measure the effectiveness of your ads. Assign unique phone numbers to your ads to track which calls were generated by your campaigns.
5. Optimize Ad Scheduling:Schedule your Call-Only ads to run during your business hours when you’re available to answer calls. This ensures you don’t waste budget on ads when you can’t respond.
6. Mobile-Friendly Landing Pages:Ensure that the landing page you direct users to after clicking your ad is mobile-friendly and provides the information users are seeking. A seamless experience can improve conversion rates.
7. Use Ad Extensions Wisely:Alongside call extensions, consider using other relevant ad extensions like location extensions or structured snippets to provide additional information to users.
8. Test Different Ad Variations:Create multiple variations of your Call-Only ads to test different messaging and calls-to-action. Monitor their performance and optimize based on results.
9. Monitor and Adjust Bids:Regularly review your bids to make sure you’re competitive enough to appear prominently but not overspending. Adjust bids based on performance data.
10. Focus on Relevant Audience Targeting:Narrow down your audience targeting to reach users who are most likely to be interested in your products or services. You can target specific locations, demographics, or interests.
11. Highlight Unique Selling Points:If you have special offers, promotions, or unique selling points, make sure to highlight them in your ad to attract more attention and encourage clicks.
12. Use Strong Call-to-Action (CTA):Incorporate a clear and compelling call-to-action in your ad text, encouraging users to take immediate action and make a call.
13. Regularly Review Performance:Monitor your campaign’s performance metrics such as click-through rate (CTR), conversion rate, and cost per conversion. Make adjustments based on these metrics to improve campaign effectiveness.
14. Optimize for Quality Score:A higher Quality Score can lead to better ad placement and lower costs. Focus on creating relevant ad copy and providing a good user experience to improve your Quality Score.
15. Budget Management:Set a reasonable daily budget for your campaign to control your spending. Monitor your budget and adjust it based on the performance of your ads.

Remember, the effectiveness of your Call-Only ads can vary based on your industry, target audience, and campaign goals. Regularly testing, monitoring, and adjusting your strategy is crucial for achieving optimal results.

Here are some best practices for creating and optimizing Google Ads Call-Only Ads:

1. Clear and Relevant Ad Copy:
   • Keep the ad copy concise and focused.
   • Highlight the main benefit or solution your business offers.
   • Include a strong call-to-action (CTA) that encourages users to call.
2. Use Relevant Keywords:
   • Choose keywords that are highly relevant to your business and the services you offer.
   • Avoid broad keywords that might attract irrelevant clicks.
3. Utilize Ad Extensions:
   • Take advantage of callout extensions to provide additional information about your business (e.g., “24/7 Support”).
   • Use structured snippets to showcase specific features or offerings (e.g., “Free Consultations”).
4. Optimize for Mobile:
   • Call-Only Ads are designed for mobile devices, so ensure your landing page is mobile-friendly.
   • Test your ad on various mobile devices to ensure a good user experience.
5. Include Phone Numbers:
   • Since the primary goal of Call-Only Ads is to encourage calls, prominently display your phone number in the ad copy.
6. Set Appropriate Bidding Strategies:
   • Use manual bidding initially to have more control over your campaign’s performance.
   • Consider setting bids based on the value of a phone call to your business.
7. Implement Conversion Tracking:
   • Track phone call conversions to understand the effectiveness of your ads.
   • Use Google’s call conversion tracking or third-party call tracking solutions.
8. Scheduling and Call Hours:
   • Set ad scheduling to show your ads during the hours when your business can handle calls.
   • Adjust ad schedules based on call volume and business hours.
9. Negative Keywords:
   • Add negative keywords to prevent your ads from showing for irrelevant searches.
   • Regularly review and update your negative keyword list.
10. Monitor and Optimize Regularly:
    • Keep an eye on your ad performance metrics, such as click-through rate (CTR) and conversion rate.
    • Optimize your ads by refining keywords, ad copy, and bidding strategies based on performance.
11. Local Targeting:
    • If your business operates locally, use location targeting to show your ads to users within your service area.
12. A/B Testing:
    • Experiment with different ad copy variations to see which ones generate more calls.
    • Test different CTAs, ad extensions, and even landing page layouts.
13. Landing Page Relevance:
    • Ensure that the landing page users are directed to after clicking the ad is directly relevant to the ad’s message and the user’s intent.
14. Advertise Special Offers:
    • If applicable, use Call-Only Ads to promote limited-time offers, discounts, or promotions.
15. Regular Review of Search Terms:
    • Monitor the search terms that trigger your ads and add relevant ones to your keyword list.