Call-Only ad campaign

What is a Call-Only ad campaign?

Advertising on the Internet can take many shapes and forms. Google Search ads or AdWords are especially growing in popularity, day by day. Google is a very reliable search engine, meeting the expectations of both average Internet users and online business owners. This portal constantly improves the services and guarantees the best solutions which ease the life of business owners as well as the casual e-users. One of these ‘improvements’ has been the introduction of ‘Call-Only’ ads that were established in recent years, aiming to encourage recipients to call. Nowadays, this ad method is constantly practiced.

What are the components of a Call-Only campaign?

These ads are designed to facilitate the contact between the advertiser and customer. We’re talking about an immediate contact, by phone – without having to go to the company’s website and search for contact details. It’s an ad which offers straight-to-the-point info, saving the potential customer a lot of time searching. This system is direct, precise and efficient. Though these ads aren’t displayed everywhere; they only show up on devices through which you can make a call, so most commonly mobile phones! And unlike with the traditional click-on online ads, after clicking on the Call-Only advertisement, the user is not redirected straight to the website’s landing page, nor to any other place on the network – the user can only make a call. In other words, upon clicking on the ad a request box pops up whether we want to make a call, and if we click ‘yes’ then we’ll be instantly redirected to our call apps. A company that wants to use this type of ad can choose Call-Only or an ad with call extensions – in the search engine these two types look very similar.

How is an online advertisement built?

The construction of online advertisement, especially Call-Only is actually very simple. At the top there is a blue handset and a blue header with the indication ‘Make a call’ – the interactive phone number is located somewhere next to it. In most ads under the main heading there should be a website link, but this isn’t always incorporated into the ‘Call-focused’ adverts. The company’s landing page address is mainly present within AdWords ads. Below the link, there is a short description in the standard form (usually consisting of two lines). In fact, AdWords ads look very similar, although their layout and content of the elements differ slightly from the ‘Call-focused’ siblings. First, a blue header appears, below the link to the target page is found, followed by a standard description, also two lines, and at the bottom a phone number is clearly exposed. But in this case, clicking on the header means redirecting to the main site rather than phone calling app.

Call-Only – what companies should use this form of online advertising?

The Call-Only campaign is ideal for companies that provide instant services that can be ordered over the phone. Taxi companies, restaurants, bars, florists and thousands of more retailers who normally have call centres or other forms of physical customer service – these are the sectors where the ability to make a phone call is vital. The primary goal of advertising is to increase the number of incoming calls to the company, and thus increase the overall profit turnout. The use of advertising is also a good way to beat the competition and show the customers that your business is alive and prosperous. It’s also worth going for this ad campaign if a company doesn’t have a mobile version of the website, and the desktop version is old or unresponsive i.e. you could use this method if you primarily rely on your physical shop/workshop/call centre and don’t want to get too involved in the website building/promotion.

What model of payment do the Call-Only Ads follow?

These types of ads are billed in the same way as all AdWords campaigns, i.e. in the CPC (cost per click) model. In other words, each click on an ad will display a message asking you to make a call – and only once this is displayed the owner of the ad will be charged. Regardless of whether the user responds to the call message or attempt to make any other contact, the fee for a click will be charged anyway because the customer showed an interest and the ad worked at enticing him to click and find out more. If you want to learn more about this topic visit mapimedia website

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