<p class="p1">Google Ads is one of the most popular and powerful advertising platforms in the world.</p>
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<p class="p1">Google is the number one search engine globally and has collected billions of gigs of data about each user. By leveraging Google’s data and ability to target the right people in the right mindset, you can use <a href="https://www.edgeonline.com.au/google-ads-brisbane/">optimised Google Ads campaigns in Brisbane</a> as your only route to market and still enjoy colossal success – if it’s done correctly!</p>
<p class="p1">“Data is the new oil,” according to publications such as <a href="https://www.forbes.com/sites/forbestechcouncil/2019/11/15/data-is-the-new-oil-and-thats-a-good-thing/?sh=7e1034427304"><span class="s1">Forbes</span></a>. Google has masses of data that allow Google Ads users to target specific types of people. Another key advantage to Google Ads is the ability to track each campaign&#8217;s performance to a granular level. Tracking &; reporting allows users to test different settings, ad text, bidding strategies, etc., and continually update and tweak campaigns to be optimized to provide the best return on investment.</p>
<p class="p1">To track all of your Google Ads&#8217; performance, you will need some tracking code in place. This code is usually created and implemented using Google Tag Manager. More information on Google Tag Manager is available on <a href="https://support.google.com/tagmanager/answer/6105160?hl=en"><span class="s1">Google’s support website here</span></a>.</p>
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<p class="p4"><b>What are Google Call Only Ads?</b></p>
<p class="p1">Call Only campaigns in Google Ads are created to get potential customers to call you, usually via a mobile phone.</p>
<p class="p4"><b>Why Use Call-Only Ads?</b></p>
<p class="p1">Google Ads Call Only campaigns are a way for advertisers to push phone calls instead of website visits.</p>
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<p class="p1">Many advertisers will use call-extensions on typical Google Ads, but these are relatively small, won’t show up all of the time, and the primary goal of these ads is still to send people to your website.</p>
<p class="p1">Call campaigns can take out one of the usual steps in the lead generation process.</p>
<p class="p1">With a different Google Ads campaign, you may want users to click on an ad, go to your website, and then click to call you or one of your sales executives.</p>
<p class="p1">With call-only ads, users will not have to visit your website; they just need to click on the ad to call you.</p>
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<p class="p4"><b>Setting Up Call Only Ads</b></p>
<p class="p1">There are various settings that you can use when setting up a call-only ad campaign. However, these are the ones that we recommend. For example, bidding strategy and location options may be worth reviewing either before or shortly after starting a campaign.</p>
<p class="p1"><b>Campaign Settings:</b></p>
<p class="p1">Log into Google Ads and click the plus (+) button in the blue circle. Choose to set up a new campaign.</p>
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<p class="p1">When selecting the campaign goal – choose “Leads.”</p>
<p class="p1">For campaign type, choose “Search Network.”</p>
<p class="p1">When selecting the ways to reach your goal – choose – “phone calls” and enter your country and phone number.</p>
<p class="p1">Click “continue.”</p>
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<p class="p1">Name the campaign – “Call Only Test” or something else memorable.</p>
<p class="p1">Choose the countries that you want your call-only ads to show within</p>
<p class="p1">Under “location options,” be sure to choose people who “people in or regularly in your targeted location.”</p>
<p class="p1">Add a budget – start low to test how the call-only ads work for you – for example, $5 per day.</p>
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<p class="p1">For Bidding – Choose “Manual CPC” – keep “Optimize for conversions” selected for now.</p>
<ul class="ul1">
<li class="li5">Please note that the bidding strategy should be reviewed frequently.</li>
</ul>
<p class="p1">For now – leave “Use account level” conversions selected.</p>
<p class="p1">Ad Schedule – choose the days and hours of the day that you will be available to take phone calls.</p>
<p class="p1">The schedule is very important to get correct! Remember that the times will correspond with the account time zone settings, not the individual user’s time of day.</p>
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<p class="p1">If you want to accept calls 24 hours a, you can always consider using a <a href="https://www.moneypenny.com/us/phone-answering-service/"><span class="s1">call answering service</span></a> around-the-clock coverage. Having an out-of-hours answering service can be an effective way to scale-up your call-only ads if they are performing well.</p>
<p class="p1">Ad Rotation – leave this to “Optimize” for now.</p>
<p class="p1">Ad Extensions – for now, just ad location extensions – adding your address can be an excellent addition to ads if you are a local business.</p>
<p class="p1">Click “Save and Continue”</p>
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<p class="p1"><b>Ad Group Settings:</b></p>
<p class="p1">Give the Ad Group a name – e.g., “Call Campaign 1.”</p>
<p class="p1">Add a default bid – start small, e.g., $2</p>
<p class="p1">Add keywords – add keywords or phrases that people might search for to find your product or service. For example, “accountant” or “tax accountant” if you own an accountancy firm. It is recommended that you add these as Exact Match Keywords by placing them in square brackets – [accountant] and [tax accountant]</p>
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<p class="p1">There are certain types of keywords or search terms that work well for call-only ads. For example, “book a…”, “make an appointment…” or “make a reservation…” or “contact…” may work well. “contact an accountant” may work well with our accountant example.</p>
<p class="p1">When you are happy with the ad group name, bid, and keywords, click “Save and Continue.”</p>
<p class="p1"><b>Ad Settings:</b></p>
<p class="p1">Check the country and the phone number are correct.</p>
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<p class="p1">Add a URL if you want to give users an option to visit your website.</p>
<p class="p1">Add your Headlines – give the user a reason to call you. Add a USP or proposition.</p>
<p class="p1">Add your Business Name were relevant and add the ad description. Include a proposition again and a call to action.</p>
<p class="p1">Click “save” when you are happy with how the ad looks. Always add multiple ads and test each one to see which performs the best.</p>
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<p class="p4"><b>Reporting &; Tracking Call Campaigns</b></p>
<p class="p1">First, change the columns on your reports so that they include “Call details,” including “phone calls,” “phone impr.” And “PTR”</p>
<p class="p1">Click “Apply” when you have selected all the relevant columns.</p>
<p class="p1">These columns should now show on your ad reports.</p>
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<p class="p1">In the “Settings” on the main left-hand column/menu, click and select “Account Settings” from the drop-down menu.</p>
<p class="p1">There should be a section for “Call reporting”</p>
<p class="p1">You can save the call recordings to listen to calls and check their quality.</p>
<p class="p1">Click to select “on” for both the options under “call reporting” – be aware that the users will hear a warning that calls are being recorded when they call in via one of your ads.</p>
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<p class="p1">To listen to calls and see other call ad details, go to “Reports” in the top nav, “Predefined Reports”, “Extensions,” and then “Call details”.</p>
<p class="p1">And that’s it! Remember to constantly review and test your ad settings, ad text and listen to phone calls if possible to check that the calls are relevant and of high quality.</p>
<p class="p7"><b>Conclusion</b></p>
<p class="p7">Call only ads can out perform all other types of ads in terms of the number of sales they can generate. Although clicks tend to be lower than standard text ads, the conversion rate also tends to be much higher. This is something to test for yourself and it the call only ads tend to perform better for higher end, more expensive products or services.</p>
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</p>
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