Everything has changed since the rise of mobile. Smartphones are now the device of choice for consumers. And it’s changed the way consumers are interacting with businesses. So every part of the marketing ecosystem must adapt.
One way affiliates can adapt to changing consumer behavior is by incorporating pay per call into their mobile search strategy. With 162 billion phone calls expected to be driven by mobile search alone in 2019, odds are you’ve probably already dabbled in pay per call. And if you haven’t started, you’re already behind.
Regardless, it’s time re-imagine stale mobile search business practices, and start getting more bang for your buck. Here are 5 ways you can increase call volume from mobile search:
1. Use call extension and call-only ad formats
Google (and Bing!) have made it clear that they understand the value of calls. Google brought the online and offline worlds together with call extensions. This gave marketers the ability to add a call button to their ads in an effort to drive more calls alongside clicks. It was a great start, but they quickly realized they needed to do more to help consumers connect with businesses over the phone.
Enter the call-only ad format. This is an ad format that is uniquely designed with the sole purpose of driving phone calls to businesses. The ads are simple, just a headline, some copy, and a call button. The only way a consumer can convert on a call-only ad is if they call.
Pretty straightforward. If you’re driving calls for a business in an industry like home services, travel, or insurance. The odds of a consumer wanting to pick up the phone are high. In order to meet the expectations of a mobile consumer, you’re going to want to include call-only ads in your strategy.
2. Make your CTA clear
If you’re not seeing the kind of call volume you were hoping for from your paid search strategy, maybe it’s time to take another look at your ads. Does the headline make sense? Is your copy clear? Does it clearly show what consumers can expect when they pick up their phone to call? Your ad should be clear, concise, and honest. You have very limited space — especially with call-only ads. Make you sure you make the most of it. Make sure to use words like “Call now” or “Speak with a specialist”, or any other call related phrase that makes the CTA clear.
And don’t forget about your landing pages! Make sure the language you use in your paid search ads reflect the tone of landing page and the website. You want to present a cohesive experience from start to finish.
3. Set bid modifiers to take advantage of peak days/time for calls
With a call tracking tool, you will be able to see trends in call volume. There will be peak volumes at particular days and times. When you identify specific times that naturally drive high call volume, you can take advantage of it by modifying your bids to ensure your ads are showing up exactly when consumers need to see it.
You also want to make sure you’re not wasting budget by bidding on days and times outside of the operating hours of a business. It doesn’t make sense to drive calls straight to a voicemail box.
4. Target locations that drive the most high quality calls
Just like when you look into peak days and times for calls, you’ll also want to look into what locations are driving the most calls. You can adjust your targeting to ensure your ads show up in the right locations.
It’s important to keep in mind the service area of the business you’re driving calls to. If you’re seeing a lot of calls coming from a location that the business cannot provide service for, those are wasted calls. You’re going to want to exclude those locations when you’re targeting.
5. Identify keywords that drive high call volume
Certain keywords will drive more call volume than others. It’s important to take a look at which keywords are driving the calls you want so you can optimize your ads. Keywords will vary by industry, location, and even device type. Do your research to find out which keywords are highest performing for the ads you are creating. And don’t be afraid to change things up if you’re not seeing the results you had hoped for.
So there you have it, take these tactics and apply them to your next mobile search ads.