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This video explores the benefits of Call-Only Campaigns, how to create your first Call-Only Campaign, and tips for setting it up!
00:00 Hi everyone, this is AdWords in Under 5 Minutes, and this video will teach you all you need to know about Call-Only Campaigns! Let’s get started!
00:18 Call-Only campaigns make it easy for businesses to reach potential customers by prominently showing their phone number, business description and call button — right when people are searching. If you are looking to drive more phone calls to your business, this is the campaign for you.
00:34 Call-only campaigns are specially designed to only show on mobile devices that can make phone calls. Clicks on these ads will only generate calls — they won’t link to a website. You should think about the relative value of clicks to your website compared to calls to your business. And if you’re still working to develop your mobile web experience, call-only campaigns can be particularly effective.
00:56 While some businesses, like taxi services and restaurants, are clear candidates for Call-Only campaigns, focusing your ads on the call button can increase user interaction for multiple industries.
01:07 We surveyed 3,000 mobile searchers who had recently made purchases to understand the role that click to call played in the purchase process. The results showed that 70% of mobile searchers use click to call and that calls are an important channel for consumers. The study explored behaviors across many different industries including Local Services, Finance, Retail, Technology, Auto, and Restaurant.
01:33 Now you’re ready to create your first Call-Only Campaign!
01:36 On the Campaigns tab of your AdWords account, click the red +Campaign button and select “Search Network Only” from the drop down menu.
01:44 On the next page, select the “Call-Only” campaign option and continue with the set up process.
01:50 On the second page, you’ll create your Call-Only ad and indicate your business name, phone number, two description lines of text, and your website’s URL. The verification URL is the address of a webpage on your domain that contains your phone number. This allows AdWords to verify that the phone number you enter for your ads matches the one for your business.
02:12 Let’s wrap up with a few tips for setting up your Call-Only Campaign:
02:16 Tip number one: Because call-only campaigns only allow clicks to call, you’re able to bid for calls to your business instead of clicks to your website. This means you should set your cost per click bid to match the value you would place on a phone call from your ad.
02:31 Tip number two: Tailor your ads for phone calls with creative text like “speak to a specialist today” or “call to make an appointment” to let potential customers know they can easily reach your business with a phone call.
02:44 Tip number three: In the campaign set up process, select the option to “Show my ad with a Google forwarding phone number and use call reporting” so that you can see detailed reports about the calls generated from your ads. All calls will be routed to your business as usual, only we’ll dial a dynamically generated number that allows us to connect that call to your AdWords account. This tool allows you to track your return on investment for your Call-Only campaign.
03:11 Tip number four: In the campaign set up process, you can schedule your ads to appear only on specific days and / or during specific hours. To maximize performance, consider setting bid adjustments to increase your bids for peak operating hours or decrease bids during slow times. If there are hours where you don’t accept calls, be sure to schedule your ads to only run when you’re open.
03:34 Tip number five: After you have started running your call-only ads, you’ll want to see if they’re paying off, so be sure to monitor the campaign’s performance. Calls from your ads will appear under the “Clicks” column in your reporting table for each call-only campaign. If you enabled the Google forwarding phone number, you can find details about each call, such as the duration, the caller area code, the status, and time of the call. To see this information, go to the Dimensions tab and select Call Details from the “View” drop down.
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04:11 If you have further questions you can find us on social media, discuss this in the AdWords community, chat to an online specialist, or pick up the phone and give us a call. Thanks for tuning in!
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