Google AdWords and Bing Ads are great tools to use to drive calls to a business. But you already know this. The question you may have now is how can you increase calls and improve conversion rates? No one wants to waste money using paid search. The goal is to increase calls and to deliver a great ROI. In this article I want to share 3 strategies you can use to increase calls when using paid search.
Multiple studies have shown that mobile has already outpaced desktop searches (this actually happened in 2015*). You want to embrace this fact when you are setting up your campaigns. To increase calls on mobile devices you’ll want to set up call-only campaigns. These type of campaigns work only on mobile devices and they will allow the searcher to call your business when they interact with your ad. Call-only campaigns can also help with your bidding structure. These campaigns allow you to bid on calls to your business instead of clicks to your website. Call-only campaigns also allow you to use multiple extensions such as call & location extensions. As with standard campaigns, your extensions may not always display with every impression but you should include them in your campaigns to help increase calls.
Call extensions allow you to add a phone number to an ad. You can use your regular business number or you can use a forwarding number, meaning Google or Bing will assign a unique number that shows in the ad. You can also use call tracking software to help you track calls in more detail. Call extensions and location extensions are powerful when used together and can help to drive more traffic to your business.
If a person is looking for a pizza place or a hardware store, it’s fair to say that they are looking for the store that’s closest to them. Using location extensions allows you to show the searcher where you are located and it helps Google and Bing to showcase your ad when the searcher is in or near your area. With location extensions you can show your business address, phone number, and a map marker. Also by adding your location information to your campaign, you can use bid adjustments to bid more when someone near you searches for your business service.
There are multiple strategies to use to help increase calls with paid search, this is just a few. Using these strategies will not only increase calls but can also increase conversions. If you have made these changes, comment below how they have helped your campaigns.