Do we have the correct ad copy for keywords that are receiving clicks
What questions can we answer that they don’t even realize they have?Are you worth their click? Let’s make sure of it!Step 2: Select Your KeywordsIn every campaign there is plenty of room for data analysis. But given the theme of this post, I would like us to step away from analyzing search volume and CPC.Instead, let’s analyze the intent behind our keywords. Let’s make sure that the searcher’s intent fits with our goal: getting the “right” calls.Ask: What keyword modifiers for my industry would make a searcher more likely to call?Here are a few keywords to get the juices flowing:keyword +near+local keywordkeyword +quotekeyword +citycall only ad dataTip.After looking through internal search term reports from our MCC, we found that advertising with creative IT Numbers copy on large competitor’s brand terms can be a successful barnacling tactic for call only campaigns. Simple reasoning, most national brands do a poor job owning their brand SERP with correctly localized call only ads.Step 3: Craft Your Ad CopyYour ad copy is your landing page when it comes to call only ads. If you want to be successful, in the words of Andlarrykim, you better be a Unicorn.unicorn adsWe need to convince the searcher that our ad deserves their thumb. Start by addressing these questions:How much will it cost?Are you trustworthy?Is your business close to me?Who will I be speaking with?Below is a collection of some of my favorite call only ads:call only ad examplesStep .
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Listen to your callsGoogle Ads (formerly known as AdWords) is about your approach and feedback loop from the customer. Advertisers with the tightest customer feedback loop win in the long term.By installing call tracking/recording, you can now listen to the concerns your customers are explaining. By then taking this information and applying it to your ad copy (REMEMBER! It’s your landing page for call only), you can begin to increase conversion rates and begin your journey towards unicorn land.Furthermore, we can take this information and parse through our search term reports.
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