How to Drive More Phone Calls With Google AdWords and Bing Ads - Surfside PPC

Key Takeaways

today we're going to go over how to drive more phone calls to your business using Google Adwords and Bing ads for the sake of this video we're going to use Google AdWords as our example but we'll have some different examples from Bing ads as well and just keep in mind anything you do in Adwords can quickly be replicated over to Bing ads so you won't have to learn something completely different to implement it there so to get started I have my campaign here so PPC marketing management and what I want to do is first add desktop call extensions now desktop call extensions show up when someone makes a desktop search and when the advertiser has them enabled so what you want to do is come into your campaign click on it you'll come into your ad group so let's go to add extensions up here at the top there's a drop down over here with all your different options so we're going to go right into call extensions and down here you can add campaign or ad group extensions so if you have different numbers depending on what your goals are you might want to do it differently I only have one number so let's just do a campaign extension so you click ad campaign extension you'll come here we have no phone numbers added yet so let's click down here add a new phone number so phone number United States we're going to go enter our phone number here right here is call reporting so call reporting I mean if you click on the the question mark here you can see that you can actually get conversions from your ads because they'll use call forwarding so what that basically does is they'll put a different number out there besides this one and Google is able to track that number so someone might be on the phone for two minutes and you might count that as a conversion whereas someone who's on the phone for thirty seconds you don't count as a conversion so that's where call reporting comes in it's really important to implement this because it helps your overall results and helps you know how much you're getting from your advertisements and you can kind of track back which calls are driving results and whether or not it's worth you know keeping your AdWords campaigns up because of the the revenue that phone calls are driving so we're going to do call reporting here device preference mobile I'm not going to do that yet I want to do this for a desktop device so one of the big things you can do down here when you click advanced is you can do start and end dates so let's say you just want to do something for a month you could just just do it for a month you can also do ad scheduling so what's with the phone number specifically so what's great about that is let's say you're only open from 9:00 to 5:00 and you're only taking phone calls during those hours and you can just run it 9:00 to 5:00 Monday through Friday or whatever days of the week you're open and you don't have to worry about getting phone calls when you might not be around your phone so report phone call for conversion so you can count calls as phone call conversions and all it basically does is you're able to say okay this call from nad is a phone call conversion so now we have one phone number up here and this is a desktop phone number and it's going to be good for our entire campaign so no matter what people are searching this will show up on a lot of our different you know ads in the search results so right now we have a desktop one what I want to do is add a mobile call extension now let's do the same thing we just did but our device preference over here is going to be mobile so nothing changes and I want to get let's go into advance for quick I want to get calls out all the time so I'm not going to do any scheduling for any of these and we're going to save it here so now we have our mobile and desktop call extensions here and that's really all you need to do to implement it once you click Save now for the campaign we have a desktop call extension here in a mobile call extension here and what AdWords is going to do is count phone calls as conversions as they come in because that's how we have it set up so if someone calls an ad it will come in as a conversion and you can adjust that however you want however however you want to value a phone call for your business is really how you want to track it so now that we have these implemented let me show you some quick examples of what these look like in Adwords and Bing so here's one and I'm located in Myrtle Beach but here's our first example is Carabas Myrtle Beach so when I type it in it comes up with their ad it comes up with where their location is and also a phone number here so this right here is a Google AdWords desktop call extension and what's good about this is let's say I want to call Carabas right now and make a reservation I can just pull out my phone type in this number make a reservation it actually costs them nothing so it's it's actually really good in that sense because it's not going to cost them anything to be running this right now because I don't even have to click the rat or do anything like that now if I click it it's going to cost them money but if I just take out my phone and call this number it's not going to cost them a dime so to show an example in Bing which it's going to look very similar and I'll just look for an electrician near me and they have their phone number here at the end as well so I can give them a quick call if I wanted to schedule a service so this is why I desktop call extensions are good because you're able to just show your phone number more often and there's a lot of people out there that prefer to get right on the phone and talk to somebody rather than going through email or trying a longer contact process so these are desktop call extensions in Google and Bing and now with the mobile versions these are these are actually more interesting because this is actually a mobile ad that I search on my phone where I said call lawyer for free advice so I figured I'd get some phone call ads and right here at the top there's two of them and what you'll see right here is this called this little call button right here is actually clickable so if I'm on my phone and I search call lawyer free advice and I click call then I'm going to get right in touch with this phone number here eight five five seven two nine three two two oh five and there I'm able to talk to them right away and they'll just pay right when I call so let's say they're bidding five dollars and that's how much they're paying for this call so I click on it charges them five dollars and I'm on the phone with them so this is I mean this is great for a lawyer because you might I mean it something's five dollar phone call and it turns into a three hundred to five hundred dollar client you know that's a great great return that you have there and that's why it's good to have a call because a click to the website I might click through their website not find what I'm looking for leave never convert and now they paid money for me and I'm not actually one of their clients so this is why why mobile call extensions are so incredible because you're able to to drive these phone calls directly so this is an AdWords example and to come over here this is a Bing example so I decided to search Mattress Firm you actually have a competitor ad down here but both of these are call extensions they're both advertisements and Bing ads and if I click these buttons I'll call the business directly and they just pay they pay right when I click that call button whatever their bidding whatever the overall competition is so it you obviously want to have call extensions enabled for this reason because you can see just how important it is to get your phone number out in front of potential clients and and get people on the phone and that's why you really want to enable call extensions if you have a phone number that that will help you drive revenue to your business so that's desktop and mobile call extensions these actually cost nothing for you to set up if anything it helps your ad over time because people are more likely to engage with your ad as you add all these different types of ad extensions so there's really no downside to adding call extensions if you have a phone number that you know you're answering and that's helping you drive new business so the next option that you can do and you can run these alongside mobile call extensions are call only ads so I'm going to use the Google AdWords example here and this is what a call only ad would look like so you can kind of see in here storage company near me they have searched up here and what you have is this ad for one two three four storage and this you the headline just says call with their number and then there's a call button over here so basically if I click on this ad anywhere the only option I have is calling the business and these are called mobile call only ads so basically once I click this button or over here or if I click the headline up here I'm going to be calling this business so this storage business puts out this ad on mobile devices only so let's say I type in Storage Company near me this comes right up I can call them I can you know book an appointment or I can book a new storage facility if I want to and they don't have to worry about me ever visiting their website they actually don't ever send with a call only campaign you're only driving phone calls so you really don't need to have to worry about you know how your website looks or anything like that you just may have to make sure you're answering your phone calls and helping customers as they call you so to set up mobile call-only campaigns what we're going to do is we're going to come into our all campaign screen here and go to the new campaign button and it's going to be for search Network only so this is where you kind of make your your decision here so there's some different options here dynamic right here call only our ads that encourage people to call your business so we're going to click call only so we're not going to load any settings from existing campaigns ads will only run on devices that can make calls so it's not going to run a desktop device let's say I want to include United States keep this the same set our budget at $20 per day in our bid strategy I like to go with a manual CPC bidding strategy and for our default bid we'll go with $5 so we're going to do no scheduling and let's just say for the mobile call any campaigns I don't want to run on Saturdays and Sundays and on Monday through Friday I only want to run say I want to get sleep till 6 a.m. and we'll keep the phone active until 8 p.m. so now Monday through Friday 6 a.m. to 8 p.m. our mobile call in the ads are going to show so what that means is any time outside of these windows our ads will not show at all it's going to show only on Monday through Friday - so this is really important with phone calls because you're not always going to be available probably to answer your phone unless you have a call center so ad delivery add rotation we're just going to optimize for clicks keep that as is and save and continue so we're just going to create one ad group and let's just say I want to just target one keyword let's say I want to do let's go with PPC management agency so my business how you set it up and you're going to see your ad over here to the right change dynamically as you set up so our business name is going to be surf side PPC phone number is going to be eight four three four one zero three four zero six and you can see a change over here call and with our business name over here so description line one the number one tip I can give you is to make sure you're focused on give us a call today type of call to actions in your description lines so let's just go the number one PPC agency all right fits perfectly and now let's go simple give us a call today and now we have our ad pretty much set up here he's got to do the display URL our verification URL we're going to our so call reporting we're going to want to keep that on as well um report conversions we're going to do calls from ads as a conversion action so let's just say we want to target just this keyword PPC management agency and we're going to do the exact match version of that alright default bid on that one keyword is going to be $5 we're going to save our ad group sure you enter HTTP there and we're going to save our ad group down here so now we have our call only campaign let me name this something a little better all right so now we ever call the campaign here and it's similar to another to your other campaigns like your search Network campaigns you have an ad group if you come into keywords this is a keyword we're targeting we have a $5.00 bid obviously they recommend something a lot higher here's what our ad is going to look like so the ad is just going to show our phone number it's going to have this description line here the number one PPC management agency since that's the keyword we're targeting and then give us a call today and this ad will allow people to just call us directly so now we have a Karl Kani campaign set up and the one thing you want to keep in mind is if you have a call only campaign set up along with mobile call extensions the way AdWords is going to figure out how to serve which ad for which keyword is based on your ad rank your overall and your overall bid so it's kind of something to keep in mind you might if you're trying to drive let's say I want to drive phone calls for this keyword I don't want to drive this keyword to my website because I know when people call me they're going to they're more likely to become a new client of mine so what I would do is come over here and bid let's say $15 it's now I'm bidding $15 in here PPC management agency people can call me directly and this is only going to show on mobile devices as well so I come over to this and let's just make this easy we're going to add same keyword we had in the other one so PPC management agency save so right now we're bidding five dollars on this keyword over here and now if we're bidding five dollars here and 15 dollars over here then this one's going to be more likely to show on a mobile device so that's just something to keep in mind and the other option you have is you could actually come in let's say with this you really want to be focused on desktop devices and in your colony campaign you want to be focused on mobile devices what you can do is come into the settings and go to your devices tab and you can actually say so this one we want to focus on desktop devices we could actually say so for mobile devices let's crease by a hundred percent so now we're just not going to show on mobile devices at all and there's going to be strictly computers and it's someone searches for something on a mobile device we're going to be showing them our call only ad so just some different examples and and some things to keep in mind as you go about setting everything up so here's one last look so these are what your mobile call new campaigns will look like in the search results so the last thing we're going to go over today our website call conversions so website call conversions are actually fairly complicated and we're not going to go into too much detail about how to set everything up but we do we will have a link if you look in the description of the video here on YouTube we will have a link to how to set those up and everything and if you need help you could always reach out to us here at Surfside PPC so website call conversions are a pretty cool feature that AdWords implemented about a couple years ago where let's say I have my phone numbers eight four three four one zero three four zero six that's my phone number and when someone clicks through to my website from an AdWords ad I want to be able to track if they're calling my phone number in the top right corner so what you can do is actually you put a snippet of code into your website in the backend and what you can do is have a call forwarding number show dynamically when people click through from an AdWords ad and what that allows AdWords to do is actually track that phone number so if someone comes into your website and types in 1-800 one two three four five six seven after clicking on an AdWords ad and let's say let's say you are running a bakery and let's say they spend five hundred dollars you're able to actually track that click back into Adwords and that phone call back into AdWords so you can say hey this this sale actually came from a call a phone call that was driven by an AdWords ad not that someone clicked on your mobile call in the ad nobody clicked on this let's say they're in mobile devices they click on mattress firms website instead of clicking over here what you can do is just show a call forwarding number up here and Google is able to track that number and they're able to track conversions for you so you can be able to say really how valuable is each click to my website because it's let's say someone comes on your bakery website just buys five hundred dollars online you're able to track that easily into Google Analytics but if someone comes onto your bakery website after clicking an AdWords ad and just call your phone number and spends five hundred dollars you really have no clue I mean there's no real way for you to determine that that person clicked an AdWords ad before they got there so that's where website call conversions come in again they could be a little complicated to set up but it's it's not too bad and Google has a great guide for how to set everything up so it's not not anything that you can't figure out within a than a few minutes so that's our video today basically some different ways you could drive more phone calls with Adwords and Bing ads using ad extensions desktop and mobile using call-only campaigns and using website call conversions you're able to to really track everything back to your ads and and how everything's performing so hopefully you learned something today and and stay tuned for some more of our videos and be sure to subscribe to our channel as well