Google Inc. dominates the vast majority of the search engine landscape and has for many years now. For any business looking to get into paid advertising, Google’s Call-Only ads are a serious avenue to consider if looking for brand visibility and immediate leads.
To preface the rest of this post, let us be clear. No amount of paid advertising is ever as valuable as organic search results. As much as you may spend on Google ads, as soon as your money runs down, so will your position on Google’s search results. There’s just nothing quite like quality, robust content and organic rankings that Google finds so irresistible.
With that said, Google Call-Only ads offer up a myriad of benefits for certain kinds of businesses. They are a special variety of the search display advertisements that only accrue charges when someone clicks to call you or your business. They’re different from other forms of cost-per-click advertising in that they’re limited to mobile devices only.
Also unlike traditional CPC, Call-Only ads have removed the conversion funnel of the landing page. When users click on your phone number to call you, they’re not taken to your website, ever. This removes certain factors of page quality which could affect your CPC campaign, if your landing pages aren’t up to snuff.
So, what is the benefit of Call-Only ads? Simply put, it depends on what you’re trying to accomplish. For a taxi company, Google Call-Only ads would offer a huge advantage over traditional CPC because someone who is looking for a taxi with mobile search is much more likely to click on an ad served to them because of their immediate need for a taxi. A consumer looking to buy a pair of red women’s leather shoes would be best served on a traditional CPC ad, because it doesn’t have the same kind of urgency. (Or perhaps it could, depending on your target shopper).
For some businesses, considering Call-Only ads is a conversation that needs to occur. Like the rest of the Google ad empire the results are highly trackable and you can pause them, adjust them or stop them entirely, whenever you like.
For more information about Google AdWords or Digital Marketing, contact our specialists at Absolute Marketing Solutions today.