Boosting conversions from potential customers is an ever-evolving challenge for businesses. One of the most effective strategies available is leveraging Google Ads’ call extensions to make it easier for prospects to contact you. This article delves into how businesses can use call extensions to increase phone call conversions, improve the return on investment (ROI) from advertising campaigns, and maximize the potential of each ad. Along the way, we’ll explore automated bidding strategies, the power of call tracking, and key tactics like scheduling call extensions to match your availability.
Table of Contents
- What Are Call Extensions?
- The Impact of Call Tracking on Conversion Rates
- Call-Only Ads and Scheduled Call Extensions
- Optimizing Google Ads with Call and Location Assets
- Advanced Strategies: Remarketing and Customer Match
- Tracking Conversions: The Role of Conversion Metrics
- Optimizing Call Quality with A/B Testing
- Maximizing ROI with Automated Bidding
- Applying Conversion Actions for Deeper Insights
- Enhancing Sales Performance and Call Quality
- The Role of Optimized Landing Pages in Call Conversions
- FAQ: Drive Conversions with Call Extensions
What Are Call Extensions?
Call extensions are a type of ad extension in Google Ads that allows businesses to display their phone numbers directly in their ads. By using call extensions, you provide potential customers with a convenient way to contact your business, bypassing unnecessary steps like filling out forms or navigating a website. Instead, customers can call directly from the ad itself, often referred to as click-to-call extensions.
This feature is especially valuable in industries where phone calls are more likely to convert than online form submissions. Whether you’re running a call-only ad campaign or incorporating call extensions into your broader advertising strategy, ensuring that you are fully equipped to handle these calls is vital.
“Adding call extensions to your ads ensures that prospects can easily reach you, without the friction of extra steps.”
The Impact of Call Tracking on Conversion Rates
Without call tracking, it can be difficult to know which ads are driving the most valuable phone calls to your business. Fortunately, by integrating call tracking software and conversion tracking, businesses can track calls from their ads and optimize campaigns based on the data.
Call tracking also allows businesses to import call conversions into Google Ads, so you can evaluate your ads’ performance based on how many calls they generate and how long those calls last. Using automated bid strategies that target high-value calls can dramatically improve overall performance. In turn, you’ll enhance your return on investment by only optimizing for the most valuable actions.
For more insights on managing Google Ads campaigns effectively, visit our PPC services page.
Call-Only Ads and Scheduled Call Extensions
One powerful tool is call-only ads, which remove the middleman of a landing page altogether. These ads are designed specifically to generate phone calls, giving prospects a clear call-to-action: pick up the phone and call your business.
If your business operates within specific hours or experiences high call volumes at certain times, implementing scheduled call extensions ensures that you’re available to handle the calls as they come in. This prevents missed opportunities and ensures that no lead goes unattended.
You should also consider factors like the call value—not all calls are created equal. By evaluating the impact of each call, you can adjust your bids accordingly to focus on the calls that bring the highest value to your business.
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Optimizing Google Ads with Call and Location Assets
Using call and location assets together can help businesses attract local customers. Location assets display your address alongside the phone number, which is especially useful for brick-and-mortar stores. Additionally, Google forwarding numbers help track the performance of your call campaigns by assigning unique numbers to each ad.
This strategy ties into conversion tracking—the more data you gather, the more effectively you can optimize your campaigns.
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Advanced Strategies: Remarketing and Customer Match
In addition to leveraging call extensions and call-only ads, businesses can boost conversions through remarketing lists for search ads and customer match. These strategies allow you to target users who have already engaged with your business, increasing the likelihood of converting these prospects.
By showing your ads to this warm audience, you can prompt immediate action, such as calling your business, while staying top-of-mind with people who are already familiar with your brand.
Tracking Conversions: The Role of Conversion Metrics
Tracking conversions goes beyond counting clicks; it’s about understanding the quality of interactions. Tools like Google forwarding numbers and call tracking software allow you to track which ads are driving valuable calls. By setting up conversion metrics that include call duration and lead quality, you can gain a better understanding of which campaigns are truly effective.
Regularly reviewing this data ensures that you are focusing on call-heavy keywords and optimizing your ad spend accordingly.
For help with improving campaign performance, visit our PPC services.
Optimizing Call Quality with A/B Testing
Improving the quality of calls that come through your ads is just as important as increasing the volume. Conducting A/B testing helps you determine which ad copy, placements, or call-to-action messages yield the best results.
By experimenting with different versions of your ads and testing call placements, you can find the optimal setup for driving high-quality calls from your campaigns.
Maximizing ROI with Automated Bidding
Using automated bidding strategies such as target CPA (cost-per-acquisition) or enhanced CPC can help maximize your ROI. These strategies automatically adjust your bids to increase the likelihood of calls resulting in conversions. This ensures that your ad spend is optimized for the most valuable interactions, driving better results from your campaigns.
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Applying Conversion Actions for Deeper Insights
Setting up and applying conversion actions allows businesses to track which calls lead to conversions. By defining what constitutes a valuable action—such as calls lasting over two minutes—you can focus your efforts on the leads most likely to convert. Using Google forwarding numbers helps track these valuable calls and provides the data needed to optimize bids and keywords.
For assistance with advanced tracking, our PPC services can help you streamline your advertising efforts.
Enhancing Sales Performance and Call Quality
Driving more calls is only part of the equation; sales representative performance plays a huge role in closing deals. By monitoring and analyzing call quality through call tracking software, businesses can ensure that sales teams are effectively handling inbound calls and turning leads into customers.
Improving call handling processes and ensuring that your team is trained to manage calls appropriately can significantly boost your call conversion rates.
The Role of Optimized Landing Pages in Call Conversions
If you’re not using call-only ads but driving traffic to a landing page, ensure that your landing pages are optimized to support call conversions. Visibility of your phone number, strategic placement of CTAs, and A/B testing can greatly increase the number of calls generated from your website.
For expert tips on improving your landing page, take a look at our SEO services.
FAQ: Drive Conversions with Call Extensions
1. What types of businesses benefit the most from call extensions?
Service-based businesses like law firms, medical practices, and local service providers benefit most from call extensions, as they rely on direct communication with customers.
2. Can I use call extensions in conjunction with other ad extensions?
Yes, you can combine call extensions with other extensions like location or site links to enhance ad visibility and interaction.
3. How do I know if my call extensions are working?
Use Google Ads call reporting and conversion tracking to monitor the performance of your call extensions.
4. What is the minimum call length I should track for conversions?
The minimum call length depends on your business goals. A common benchmark is 30-60 seconds to qualify as a conversion.
5. Can I use call extensions for multiple locations?
Yes, you can use location assets with call extensions to display the most relevant phone number based on the user’s location.
6. What happens if no one is available to answer the call?
Set up scheduled call extensions to ensure your phone number only appears during business hours.
7. Do call extensions cost extra?
No, but you’ll be charged for clicks on the call button, just like a regular ad click.
8. Can I use call extensions for mobile ads only?
Yes, call extensions work great for mobile ads, and you can create specific campaigns for mobile traffic.
9. How can I improve the quality of calls from call extensions?
Optimize keywords, use call tracking software, and conduct A/B testing to attract more qualified leads.
10. What should I do if I notice irrelevant calls?
Review keyword targeting and call analytics to adjust your campaign for more relevant calls.
For more personalized help with driving phone call conversions, explore our PPC services or contact us directly for expert advice!