Recently, Google made a few tweaks to the layout of call-only ad units. Early numbers from Google advertisers have been promising. According to Google’s blog post on the change, “On average, advertisers with the new call-only ads design have seen a 14% increase in phone calls, a 16% increase in call conversions and better cost efficiencies with an 8% decrease in overall paid clicks. The new look helps call-only ads stand out from other text ads, reducing accidental clicks from users who didn’t intend to make a call.”
What Do The Changes To Google’s Call-Only Ads Look Like?
Though slight, the changes include a more prominent phone icon, making the intention of the ad more clear. The advertiser’s name and call to action (ex. call now for a free quote) are now listed directly below the number, creating a more coordinated look than the previous version of the call-only ad unit.
Why Are Call-Only Ads Important?
A call made by a consumer to an advertiser can be more valuable and have a higher conversion rate than an inbound data lead, from in inquiry form or something similar, for a number of reasons, including:
- Call-only ads offer a 100% contact rate.
- Consumers are often further along in the sales funnel by the time they decide to finally pick up the phone, and they are calling at a time when they are willing and able to talk.
- Call-only ads are specifically designed for mobile. For advertisers who don’t have mobile-optimized websites or landing pages, call-only ads can help avoid the friction and frustration of a possibly clunky website, because consumers are connected directly with the sales team.
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