Generating calls with PPC advertising is a big challenge. It is about creating a connection between the online and offline world.
First, it should be noted that in businesses where the price of the product or service is greater than 500 euros, it is common to try to generate calls with PPC advertising. This is because, the higher the price, the more reluctant the customer will be to finish the purchase.
For marketers, it is a challenge to channel and direct potential customers and online users to the offline world. Hence the possible errors that should be avoided and how this great step can be achieved:
1. Get calls with a marketing budget
One of the most common problems is that the user finds what he was not looking for. This scenario occurs when a user wants to call the company but the wrong number or another department that actually pursues another goal. In this way, the budget destined to reach the marketing objectives is generating support calls with the wrong results.
2. Are you designing ads well to generate calls?
At this point it is necessary to make clear two concepts:
- The announcement must be clearly aimed at generating calls.
- It should be clear what type of call is being sought. A call about a specific product or service is not the same as a call for support or to request general information about the company.
You must use all the space available in Google Adwords to be clear and concise and get the type of call you are looking for.
3. Optimize campaigns correctly for calls
This point seems very obvious, but being accustomed to making campaigns with different objectives to the call, sometimes they are not optimized in order to generate calls with PPC advertising.
4. The best hours of the day should be taken advantage of
How should an ad that seeks to generate calls be analyzed? In principle, it seems that the logical answer would be that the important thing is how many calls are generated. If the analysis is focused on the quantitative aspect, leaving aside the qualitative aspect, an error will be made. It is crucial to take into account at what time of the day you can generate more quality calls.
5. Do not get call data
Once a potential customer makes a call, it appears that the goal is met and the conversion has been generated. The problem arises when you are losing valuable data from that call. Once the call ends, there is no certainty and the path that the potential client has made. Which means you’re wasting the campaign budget and the number of keywords for your possible retargeting campaigns.
Customer data is the great tool to optimize and obtain great campaign results. This will launch several ads more personalized or with different offers aimed at the right audience.
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