With the way the world is and continuing to go, the dominance of the “mobile first” world is pretty much the norm. All you need to do is ask yourself how often you are out and about and your mobile device is the go-to for immediate answers?
Imagine if your potential customers are doing the exact same but they are searching for your business or services? Surely that is a huge opportunity for you right? So why not let them find you, or better yet, call you direct!
If you’re familiar with PPC, you’ll know about the current extensions available to you within search – Site Links, Reviews etc. However, a recent update from Google now allows advertisers to include ad extensions within your Call-Only Ad campaigns – Structured Snippets, Callouts and Location extensions – something that you have never been able to do before.
Stepping back a little, for those of you who don’t know, let me explain what a Call-Only Ad campaign is. In short, it’s a campaign that solely targets mobile devices with ads who’s sole purpose is to appear in mobile search results where the main action available from that ad is to call your business direct, as opposed to a visit to your site.
These campaigns offer advertisers fantastic opportunities, especially if you’re a retailer or even a car dealership with a physical location. A recent study claimed that a phone call converts three times better than web clicks, and to be honest, it’s fairly easy to understand why.
Let’s take a look at the image below showing the different extensions now available within a Call-Only ad campaign.
Ad 1 is a typical Call-Only Ad, whereas Ads 2, 3 & 4 all include the newly available extensions – some ads actually including more than one extension. Notice how much more information is available for the user, whilst the difference in cost to you as an advertiser is next to nothing. In fact, by including these new extensions, your CTR is likely to improve resulting in a better quality score. Better quality score = cheaper CPCs.
Simple. If you already use Location, Callout or Structured Snippet extensions at campaign level then you can simply apply these to your Call-Only campaign extensions.
TIP: Remember to make sure that each extension you use is relevant to each campaign so that you give your campaigns the best possible chance of relevancy & maximum return on investment.
So there you have it – a nice and easy intro to the newly released Call-Only extensions. As with anything Paid Media, be sure to check back in soon to hear what we have got to say about the world of PPC. Goodbye for now ☺