A valuable addition to your AdWords PPC campaign is Call Extensions, which allows mobile users to call your business directly from your ad. Call Extensions can be added to your campaign using Ad Extensions, and configured to help localise your advertisements, helping customers to get connected with you as easily as possible.
Mobile advertising is becoming a huge part of online marketing, and if your website gets a lot of mobile traffic, you should be thinking of tailoring your PPC campaigns towards these mobile users.
Ad Extensions helps businesses to provide customers with additional information about their company, including store addresses, contact details and product information. One major difficulty when browsing on a smartphone is the inability to multitask using your handset. Previously it was difficult to note down a phone number while browsing and then switch to the dialling pad to call the number. Call Extensions is the answer to this problem, helping both customers and advertisers on mobile devices.
The ‘click-to-call’ format improve customer experience and helps businesses track and monetise their mobile traffic, much like a click-through is tracked and charged for. A call is charged the same as a click for PPC marketers and is therefore affordable according to your budget and very easy to set up. Most small businesses cannot stretch to a bespoke phone tracking system, as costs can quickly become prohibitive. Call Extensions therefore helps every business – big and small – to optimise their mobile PPC adverts.
One other benefit of having a click-to-call option on your ad is the space it saves within the advert itself. In the world of paid search advertising, every word counts, and in mobile search result pages this is even more important, as space is even more limited.
Your data is accessible from Google AdWords, along with the rest of your PPC analytics, allowing you to determine how positive and valuable your phone impressions are, and what your phone-through-rate (PTR) is.
Other Ad Extensions include:
- Store Location – help customers find you easily.
- Social Links – get connected with your users via other social networks.
- Product Information – give customers detailed information about what your company offers.
- Seller Rating – show your business’ online ratings.
- Ad Sitelinks – promote additional landing pages within your website
- Dynamic Search Ads – match your ads with keywords and searches that customers have already used to find your website.
Don’t settle for a basic PPC AdWords advert, use Ad Extensions and Call Extensions to enhance your customers’ user experience and increase your ROI.
