Are you using Google Ads to boost sales calls for your business? If so, understanding the power of Google’s click-to-call feature, known as call extensions, is crucial. Follow this comprehensive guide to set up and optimize call extensions, ultimately maximizing your Google Ads revenue. Search, click, call, and more.
What Are Google Call Extensions?
Google Ads Call Extensions are a valuable feature that encourages potential customers to call your business directly from the search results. By displaying a clickable phone number alongside your ads, call extensions simplify the process for users searching for your business on Google. This feature eliminates the need to navigate to your website, streamlining the user experience.
How Call Extensions Work
Implementing call extensions allows you to add clickable phone numbers to your search ads, converting clicks into actual calls. Google emphasizes that these calls often have higher conversion rates than website clicks. Given that the cost per click on the phone number is the same as a regular headline click, utilizing call extensions can significantly boost your return on ad spend (ROAS).
When call extensions appear in search results, users can tap a call-to-action button or link to connect with your business directly. Google’s research underscores the popularity of the click-to-call feature, with 70% of mobile searchers using it.
Additionally, 47% of searchers express a likelihood to explore other brands if a business lacks a visible phone number in search results. If phone calls are vital to your business, integrating call extensions is a strategic move.
It’s worth noting that, similar to other Google ad extensions, call extensions won’t appear with every impression. Google’s algorithm, during the ad auction, decides based on historical performance and other factors. While call extensions might not show for every impression, bid adjustments can be employed to increase the visibility of call interaction ads.
7 Steps of Setting up Call Extensions in Google Ads
Setting up call extensions is a straightforward process, and they can be added at the account, campaign, or ad group level. Whether automated or manual, creating call extensions ensures a clickable phone number is visible to maximize ad exposure.Â
Here’s a quick guide on how to set up call extensions:
Sign in to your Google Ads account.
Click on “Ads & extensions” in the page menu.
Select “Extensions” and click the plus icon.
Choose “Call extensions” from the list.
Choose if the extension should be added at the account, campaign, or ad group level.
Select “Create new” or “Use existing” based on your preference.
Enter your phone number or choose from an existing list.
Google Call Extension Ads: Optimizing Conversions with Call Tracking
To accurately measure the performance of call extensions, location extensions, and call-only ads, call reporting in Google Ads is essential. While Google Ads provides some call-related data, it may not equate to accurate conversions. To bridge this gap, using a call tracking platform like Invoca, integrated with Google Ads, is recommended.
The Distinction Between Call-Only Campaigns and Call Extensions
Distinguishing between call extensions and call-only campaigns is vital. Call extensions enhance existing search ads, allowing users to either click through to your website or initiate a call. On the other hand, call-only campaigns focus solely on generating calls, restricting users from clicking through to your website.
Google’s recent updates to call-only ad units aim to improve clarity and user experience. With a redesigned layout featuring the business name and headline directly below the phone number, the call-to-action becomes more prominent. According to Google, this new design has led to a 14% increase in phone calls, a 16% increase in call conversions, and an 8% decrease in overall paid clicks.
6 Tips to Increase Call Extension Advertising Revenue
In the following section, we’ll explore actionable tips to drive high-value calls from your call extension ads and ensure they convert to revenue.
Craft ads with a clear focus on driving calls. Tailor your copy to communicate why users should call.
Delve into reports to identify top-performing keywords driving quality calls. Focus not just on call volume but on calls resulting in conversions. Optimize bids to elevate keywords generating the most valuable calls.
Analyze call data to pinpoint peak days and times for phone calls. Confirm the high-converting nature of these calls and adjust bid modifiers to ensure your call ads appear during these peak times.
Prioritize user experience on your landing pages. Clearly display phone numbers and include relevant calls to action. Test and troubleshoot landing pages to ensure seamless functionality.
Use Google Smart Bidding to automate and optimize your paid search bidding. Set bidding strategies aligned with your business goals and regularly monitor and adjust automated bidding strategies.
Use AI to Examine Phone Calls from Paid Search Advertisements:
Harness the power of AI to analyze phone conversations at scale. Platforms like Invoca can provide valuable insights, identifying trends and opportunities for improvement. Discover new search keywords, optimize ads and landing page copy, and enhance retargeting campaigns.
How Rogers Communications Reduced Cost Per Acquisition by 82% with Google Call Extensions
A real-world success story reinforces the impact of Google call extensions. Rogers Communications, Canada’s leading telecoms company, recognized the significance of phone calls in their customer journey. Despite investing in paid search campaigns, they lacked visibility into their phone leads until they turned to Invoca.
By utilizing Invoca’s AI to analyze campaigns, Rogers identified high-ROI campaigns and keywords. With this data, they reallocated their budget to the top-performing campaigns. The results were impressive—an 18% lift in net revenue.
Frequently Asked Questions
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