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Mobile Advertising exam study guide

Drive calls

The smartphone empowers consumers to connect in real-time with a person who can help them solve a problem, answer a question, or accomplish a task in the moment, no matter where they are. They could be on the side of the highway after a fender bender, moving into a new house without a landline set up, or sitting on the couch watching the big game - and they’re turning to the phone because it’s the most efficient way to accomplish their task immediately, or they need reassurance of talking to another person to continue along the path to purchase.

As you plan how to drive calls, keep these things in mind:

  • Even though telephones have been around for ages, mobile has changed how consumers use them and changed their expectations
  • Consumers want a choice in how they reach your business -- sometimes it’s easier to call
  • Consumers are calling more frequently than ever
  • Don’t miss out on the demand for calls; calls generate sales and real results for your business

Consumers still use their smartphones as phones. This may seem surprising since it’s easy to assume that these devices are only used for browsing Facebook, playing Candy Crush, and texting your friends. But in reality, smartphones have changed the ability to make calls in the same way it’s changed a person’s access to the internet. Now, they can call anytime, anywhere. And in some countries, like the US, mobile phones have eliminated the concept of long-distance charges essentially making the phone calls free for users.

Having a phone that also connects to the internet has completely changed people’s ability to find and call businesses. If you think back to the pre-smartphone era, you had to either have a phonebook, have the phone number already programmed into your contacts, or see a billboard/tv ad/print ad in order to know how to call a particular business.

Now, you have the phone number for any business available to you anytime.

There are lots of situations where a call is easier (for the caller) but they basically boil down to these 3 cases:

  1. The callers situation (on the go like a woman walking her dog or driving. She doesn't have both hands available or eyes available to look at a screen)
  2. What they’re calling about (something complicated like insurance, scheduling an appointment, a car with many option packages and features)
  3. Personal preference (there are lots of people who simply prefer human-to-human interaction)

70% of mobile searchers have called a business directly from search results

61% of customers think it’s important that businesses give them a phone number to call

33% of customers would be less likely to use and refer brands that don’t provide a phone number

The proliferation of smartphones has made calling a business easier, either at home or on the go. This is driving a massive increase in the number of phone calls business receive.

All those calls represent a valuable opportunity, don’t hang up on them.

Calls help people make up their minds, especially if the person answering the phone is more than just an order taker but a true salesperson. They can handle objections, set people’s minds at ease, guide them to the right product or service, and allow your business an opportunity to connect with your customer.

Video Case Study

Learn how How Extra Space Storage used calls to drive their business.

How to drive calls

Now that we understand the importance of calls, let’s figure out how to drive those calls.  Google can help drive more calls to your business and provide a solution that lets you track and optimize for calls. In a broad sense, we will help you make it easy for customers to call, help you measure these calls accurately, optimize your campaigns based on this measurement and give some recommendations for how to optimize your business for calls.

The first step to success with calls is to make it easy for your customers to connect with you from every channel (e.g., search, web site, app, etc.)

Call Extensions enable your customers to “click to call" directly from search ads

Call extensions are our primary way to do exactly that. They put this nice little call button right in your ads so that people can call with just a click. They still have the option to click through to your website, but this way you give them the choice of how they’d like to reach you.

Leverage Call-only ads if you are primarily focused on driving calls

Call-only ads are a great option for advertisers with no mobile site or low mobile conversion rates. In cases where you really want people only to call and not give them any other options, we have call-only ads. These turn both the headline and the call button into “click-to-call" features and are great if you either have a poor conversion rate for mobile site visitors or if you don’t have a mobile optimize site yet.

Measurement

Next you need to measure the performance of calls and determine which campaigns are delivering the best results. Are they working? Which calls are coming from your ads? Which campaigns are generating the most calls?

Google forwarding numbers enable rich call reporting. Calls are seamlessly routed through a dynamic Google forwarding number to your business

When you setup your call extensions, you can enabled Google forwarding numbers which are what allow all this measurement. We magically route the call through a unique number (in fact different numbers for every campaign) but do it in a way that’s seamless for the user. Your phone rings just as it normally would but this allows us to see:

  • See which keywords, ads, ad groups, and campaigns are best at driving phone calls to your business
  • Understand your return on investment (ROI) and make better informed decisions about your ad spend.
  • Use flexible bid strategies (such as target CPA and target ROAS) that automatically optimise your campaigns according to your business goals.

Looking at the Call Details report, you can see all the calls your ads drove to your business, including when the calls were made, whether they were connected, their duration, and the caller’s area code. This helps you figure out which campaigns are working and which aren’t.

Measure conversions

Website Call Conversions allows advertisers to accurately measure and attribute conversions from calls generated by users clicking on their call extension ads, visiting their website and then dialing a phone number on the website.

Leverage performance data to optimize the performance of your ads

Now that you are measuring and have all this data about your calls, you’ll be able to find nuggets of insight and optimize for them. Optimize spend based on campaigns, ad groups, ads, and keywords most effective at driving call conversions.

Consider leveraging flexible bid strategies to automatically optimize bidding

The call data will give you insights into which campaigns, ads, and keywords are really delivering results for you. Just as you’d optimize your traditional e-commerce campaigns for the best performance, now you can do the same taking phone calls into account.

But even better is some of the automation that comes when you start counting calls as conversions. You’ll be able to use our auto-bidding features like target CPA and target ROAS, which will hit your desired metric and take into account the conversions that are coming from calls. We treat calls as real conversions, so anything that’s based on optimizing for conversions will work to optimize for calls.

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