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Drive More Calls to Your Business: Google Best Practices

Set up your call ads for success

When setting up your call ads, make it easy and enticing for customers to call you.

Write ad text that showcases your company's value and drives users to call

Before we get into the specifics about crafting a great experience for callers, it’s important to get people to dial in the first place. Give your users a compelling reason to call you. If you’re using call extensions you’ll most likely want to focus your ad text on driving site visitors.

Call-only ads are entirely focused on getting someone to call you. Use your limited real estate to connect a user’s search intent with your ad. Explain why you’re the business that will be able to fulfill their needs.

Schedule ads that drive calls when you have someone there to answer

Generating a call is only half of the process - you need to be able to answer that call in a satisfying way. On both call-only ads and call extensions remember to enable a schedule that drives calls when you have someone there to actually answer the phone. Don’t waste your money and your users’ time by generating a call you can’t accept.

Remember to factor in time zones as you enable that schedule. Your account’s time zone may not line up entirely with your customers’ time zones.

Tip

Focus on delivering a delightful experience to your callers. Consider increasing customer loyalty by sending a follow up message after the call. You could also offer existing customers special deals and promotions.

Use aggregated AdWords call data to make more informed decisions about scheduling staff to answer those calls

Everyone knows the frustration of being put on hold, so minimize that feeling for your customers. You’ve scheduled your hours appropriately, so go the next step and ensure that you have the right staff in place to answer those calls.

Seeing your call lengths and frequencies can help inform how you schedule the people that answer your calls (this applies to calls from AdWords along with any other calls that you may be tracking). Understand when your peak call times are and where your customers are located during those peak times, then adjust your staffing accordingly. Be sure that you’re at full capacity during the moments that matter.

Something else to consider is someone’s context when they’re calling you. Think about just how distinct your product lines and offerings are. If the same employee can answer questions about everything you offer, then one phone number can work quite well.

On the other hand, if your product lines are completely separate and have different support teams, you might want to implement unique phone numbers for those customers. Separate numbers could provide you with better backend call data, and also give your staff confidence that when they answer the phone they’ll have the appropriate context for a user’s call.  

Tip

Consider surveying your callers after they end a conversation with your staff to improve the overall call experience.

Set up your call ads for success

This video references the previous version of AdWords. Learn how to check which version you're using.

Set up your call ads for success

When setting your call ads, make it easy and enticing for customers to call you. This short video covers how to write great ads to get people to call your business, when to schedule your ads, and to use call data to help make business decisions.

 

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