Transcript
Joe Troyer: All right. So are you using any special software tools to create all the ads for call only? Are you doing mobile call only on Bing too, by just reducing the cost per click by 100% so only mobile shows? Can you show how to create your call only ad? All right, so let’s tackle this. Excuse me.
Joe Troyer: So are we using any software? We’re not using any specific software to run/build field these campaigns. We are building these campaigns in a very strategic, strategic way though, right? So quality score is something that you got to watch out when you’re running call only campaigns. What that means is you do need a landing page. It doesn’t have to be like a high converting landing page, but it needs to be a landing page that’s going to give you a good quality score, right?
Joe Troyer: So if you have a difference between a quality score of three and a quality score of seven, you’re going to pay roughly twice as much, hypothetically, according to Google’s bidding software in their algorithm per click. Which means you’re going to pay twice as much effectively per call.
Joe Troyer: So it’s very important that you have a good quality score. So we’re not focused on conversions with the landing page because it’s a call only ad, but we do need good landing pages. So what I mean by that is very, very tight ad groups. So let’s say that’s tight ad groups, tight group of keywords and landing page. So when Google goes and they crawl the site, it’s going to be very, very tight so right out of the gate we’re going to get a better quality score.
Joe Troyer: So if we don’t have a very good quality score from Google the problem is our ads just aren’t going to show very frequently. Our ads don’t show very frequently, guess what? We’re not going to get the call volume that we need.
Joe Troyer: So by looking at a lot of call only campaign, guys literally today, looking at thousands of all only campaigns, it’s very, very important, obviously this should go without saying, that quite literally you have a good quality score so that you can show up a lot. Meaning that you have a high impression share. If you have a bad quality score, you’re just not going to show up. If you don’t show up, you’re not going to get calls. Give me a three if that makes sense.
Joe Troyer: You’ve got to have a good quality score. So you’ve got to focus on building very tight ad groups, very tight group of keywords, and also very tight relevant landing page for those groups. If you do that you’re going to end up with a great quality score. You’re going to pay less per click and you’re going to have a much better impression share so you’re going to get more calls.
Joe Troyer: So these are the big tips I can give you guys in terms of just kind of best practices. So we’re not using any special software so to speak, but this is what I can tell you right now are kind of the big important levers for you to focus on.
Joe Troyer: And then the second part of the question is asking about Bing. So we’re not running Bing call only ads because Bing call only ads don’t really exist. There’s Bing call extensions, but it’s not really a call only because they can still click on other elements of your ad and go to your website. So it’s not technically a call only ad. Because of that, that’s kind of circumvents the reason that we run call only ads, which is to get a higher conversion rate and pay less on a cost per acquisition or cost per phone call basis. Give me a four if that makes sense please.
Joe Troyer: Keith asks, explain type closely related. Let’s update that and say tight.
Joe Troyer: So if you’re going after one type of service, for example, you’re going to have five to 10 keyword variations. They’re all going to be very, very tight. If you’re going after roofing and there’s different types of roofing systems, you’re going to want to separate the different type of roofing keywords or roofing systems out by the service. So if you service tile roofs, you’d have an ad campaign and keywords around at tile roofs. If you did metal, you’d go after metal as well. And you’re going to silo these and make these keywords as tight as possible so that you have a landing page and ad group that are highly relevant and have a quality score that is great right out of the gate.
Joe Troyer: Give me a one if that makes sense to everybody and I know we’re going fast and I’m sorry. I got to go as fast as I can so I can get to as many questions as I possibly can. Remember, Joe Troyer is all about more value in this year. You like that in my email signature by the way? Joe More Value Troyer? All right, so we’ve got to do this.
Joe Troyer: Can you show how to create a call only ad? I mean, I could frankly, Tim Parker, but at the end of the day, you can go Google that. And that’s not the most value that I can bring for you guys. Literally, go Google it. You’ll do much better.
