Last month Google Adwords released its Mobile Call Only Campaigns to the joy of many a digital marketer. Google believes that Mobile Call Only Campaigns will help businesses reach potential customers by showing your phone number, business description and call button – right when people are searching.
So why did Google create this feature?
Well, according to Google, 70% of mobile searchers call a business directly from search results, therefore Google has made it faster to do this now. If your business is interested in lead-generation, or consultative in nature, then this feature has a number of benefits for your business.
So what are the benefits?
Firstly, the headline at the top of your ad is your business telephone number, or a Google forwarding number should you prefer to track more data. This is a big change from the past, when you could only write ad text. In the past if someone liked what they read in the text ad they would click it and enter your website, now they have a direct line to your business through the touch of a call button!
This feature provides a direct line to your business therefore it’s important to be prepared. If you create call ads make sure the description lines are written differently to ‘traditional’ text ads. Let people know that they will be talking with the business owner, a consultant, a specialist. A potential business lead is literally one click away from speaking to a decision maker in your business, so be prepared and ready for this type of call.
If you are thinking of promoting your business by targeting your mobile customers, then this is a great feature!
Written by Paul Harraby