By David Gasparyan
Are you getting a high number of non-converting calls from your campaigns? If yes, you are not alone. Many businesses struggle to generate and convert inbound call leads. To attain your short-and long-term sales objects, you would want each inbound call to benefit your business.
A significant percentage of B2C marketers prefer calls over other customer acquisition methods. While email and other digital marketing strategies are good, phone call leads convert better if handled well.
What Are Call-Only Campaigns?
Call-only campaigns are mobile ads run by Google that allow potential customers to call a business directly from an ad rather than having to visit a landing page. Call-only campaigns have become powerful customer acquisition channels, thanks to the rise in mobile traffic.
That said, you don’t have to be advertising on Google to run call-only campaigns. Other lead generation methods, such as billboards, subway ads, and vehicle wraps, can also be set up for the same purpose.
How to Improve Your Call-Only Campaigns
Here are 5 ways to get more quality calls that will boost the conversion rate of your call-only ads.
1. Use Google Call Extensions to Your Advantage
Running Google ads? Use Google’s call extension to enable prospects to call your business right from the ad instead of having to go to a landing page. The growth of online mobile traffic presents advertisers with new opportunities for lead generation. Today, over 82% of customers shop on mobile phones or tablets. Google’s call extensions present a huge opportunity for generating quality leads.
Follow the tips below when using Google call extensions in your campaigns:
- Use advanced call analytics software to manage incoming calls, make informed decisions and optimize campaigns.
- Use the scheduling feature to control when customers can call or when they need to be redirected to the landing page. This is important when you want to be sure that the prospects will have someone to talk to when they call.
- Outsource your inbound call lead nurturing to professional telemarketers, who will get the leads to enter into your sales funnel.
- Limit the number and length of calls you receive per day.
2. Write Killer Ad Copy
Call-only campaigns do not have much room for experimenting with ad copy. For instance, Google’s call-only campaigns allow advertisers only 35 characters to work with. Make sure your ad copy is concise, catchy, and has the right keywords.
A/B test your ad copy for call-only campaigns and use the copy that generates the most calls. Look for keywords that are relevant to your customers and include them in your copy. In most cases, targeting a single keyword is recommended rather than multiple keywords.
The following guidelines will help you come up with killer ad copy for your call-only campaigns:
- Language – When some phrases are used in short ad copy, they appeal to a specific audience. For instance, “Jim’s all-in-one motor rebuilding services” may appeal to an American audience. In contrast, “Jim’s all in one engine reconstruction services” may appeal to a European audience.
- Localize ad copy – Ads that contain a local name or address perform better and attract higher quality leads. Generic advertisements that are not localized attract low-quality calls from prospects from all over the world, who may not be of any value to your business.
- Price triggers – Use keywords, such as best priced, discounted, budget among others as price triggers in your ad copy for call-only campaigns.
3. Only Run Call-Only Campaigns for Immediate Needs
If the product or service you are offering does not have to be fulfilled urgently, consider complementing your call-only ads with other forms of marketing.
On the other hand, there are also products or services that serve immediate needs. Examples of these include legal services and medical.
Products or services that address an immediate need attract quality calls, unlike those that are not required urgently. Your offering should inform you on how to craft your ad to get quality leads fast.
On the same note, think about your offer when crafting the ad copy. To get more inbound calls, express in the ad copy that the product or service solves an immediate need.
4. Use a High Converting Call-to-Action (CTA)
Avoid using generic call-to-action messages, such as call us, call today, or give us a call, in your ads. Your goal should be to attract prospects that are likely to become customers. Therefore, you should be more creative with your CTAs.
Create CTAs that clearly indicate to your target audience that they are about to talk to a sales rep on the other end. Here are some examples of compelling CTAs you can use for your campaigns:
- Call to order
- Speak to a lawyer/specialist/counselor
- Call for a discount
- Call to book
CTAs are as just as important as the ad copy you use for your campaigns. By having a bold and direct call to action, only customers who have an immediate need for your service or product will call your business. Just like is the case with the ad copy, split-test your CTAs to find the best performing one to use.
5. Track and Manage Calls with Call Tracking Software
To get ROI from your call-only campaigns, use a robust call tracking and management solution. Modern business call tracking software has features that allow monitoring of incoming calls. The software can also generate reports with data such as the caller’s location, call duration, and others, which will help you know how well your campaigns are performing.
For instance, you can use call tracking software to track which calls converted to a sale and which campaign attracted the best performing calls. You can also use the software to collect customer data for retargeting campaigns.
The Bottom Line
Call-only campaigns are powerful, especially for businesses targeting local customers. However, running a successful call-only campaign requires strategy, tools, and experimentation.
