Welcome to part 3 in our Guide to Google AdWords Mobile Click to Call Ads. Now that you are familiar with how to target mobile devices and selecting keywords that appeal to mobile users, we can move on to writing compelling ad copy that encourages searchers to call directly from a search results page.
Ad Text Format
AdWords mobile ads are limited to same character limits as web text ads (25 characters for the title, 70 for the body copy). Your display phone numbers currently can’t contain letters per Google so you’ll have to convert your vanity phone number to the actual digits.
Once you’ve set up your mobile-targeted campaigns with the Ad Extension to include your phone number, Google will determine where to place the click to call button based on the device and browser type. Ads targeted to the mobile content network will appear alongside relevant content while ads targeted to Google searches will show up as a sponsored listing atop the search results page.
Click to Call Ad in Search Results
Contextually-Targeted Click to Call Ad
5 Tips for Stronger Ad Copy
Mobile searcher intent is more immediate and local. They are busy people on the move looking for quick information and less likely to do more in-depth research queries. Focus on their needs and you’ll be rewarded with their trust.
Here are 5 quick tips for writing powerful mobile ad copy:
- Keep your ad text short and get to the point.
- Make the offer immediate and valuable.
- Include a strong call to action (pardon the pun) that reinforces your offer’s immediacy, relevance and value.
- Set the caller’s expecations (i.e. 15 minutes could save you 15%).
- When the phone does ring, provide the requested information and get people on their way quickly.
Remember, the objective of any click-to-call ad campaign is making the phone ring. Phone calls drive offline conversions so all your efforts should be focused on providing efficient communication for the caller.
Effective Ad Grouping
Because the click-to-call Ad Extensions are set at the campaign level, your campaigns (and therefore ad text) should be tightly focused on a particular theme. You don’t want to risk losing sight of what’s working and what’s not simply because all of your mobile ads ring to the same call tracking number.
Next up, we’ll discuss bidding strategies and mobile campaign reporting.
(Photo Credit: Pittaya on Flickr)
{ 2 comments… read them below or add one }
Great tips – I have been interested in experimenting with mobile advertising and found your post quite helpful. Do you have any results from your campaigns? Could be a good follow up post.
Thanks Justin. I’ve discovered a few things about mobile AdWords performance that may be helpful for newcomers.
First, the majority of impressions and clicks come from ad placements in iPhone or Android apps. When looking at the site analytics and conversion behavior of this segment of visitors, the bounce rate is almost always 100% which leads me to believe that the clicks are accidental. I’m sure conversion rates would be higher if we were promoting other apps or mobile content. B2B or B2C (other than mobile) advertisers might want to avoid the mobile content network for this reason.
Also, click costs are very low in mobile right now. There’s not much direct competition so driving traffic can be cost effective if you are targeting a niche with sufficient search volume.