Pay Per Call AdWords Campaign Configuration

Advanced pay-per-call AdWords campaigns will require wide set-up for conversions of clicks to telephone leads that are profitable. Set the “Calls” to be the primary conversion action when setting up a campaign. This is to ensure Google’s algorithm favors callers over other actions. Organizations should carry out campaign structuring by service type and geographic location; for instance, two different campaigns can be deployed for “Emergency Plumbing [City]” and “AC Repair [City]” so that tight keyword relevance will be maintained. Do call-only ads so that there will no landing page whatsoever, just a telephone number with a 70-character description, which usually increases the call rate between 50-75% as against regular search ads. Bid strategies begin with “Maximize Conversions” to build data and later change to “Target CPA” on attaining 30-50 conversions, targeting the CPA below 20-30% than advertiser maximum allowed cost per call.

Optimizing Google Ads for Maximum Call Volume

Advanced strategies of call campaigns via AdWords employ call extensions with tracked call numbers that insert different area codes specific to the searcher so that the calls can be deemed to be local. In this manner, answer rates improve by an 18 percent. The day-parting bids should raise bids by 40-60% during the established high conversion time frame-usually between 7 – 10 AM for home services when more emergencies get found. Negative keyword lists have to be kept very clean in order to avoid making information searches with words such as DIY, how to repair, and free estimate which should all be filtered aggressively. For multi-location campaigns, make use of location insertion in ad copy (“{Keyword} service in {City}? Call now!”) to maximize relevance. Most advanced advertisers will apply campaign experiments to compare varying call-out phrases (“24/7 Emergency Service” vs. “Licensed Technicians On Call”) while maintaining major statistical significance prior to a broad rollout. Always link your AdWords account to Google Analytics to track call lengths and conversion paths from first click through ultimate sale.

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