SEM conversions quite often come in the form of a phone call to a local business. To make sure you’re getting as many of those calls as possible, you need to make sure that you’ve set up your campaigns appropriately. You also might want to take another look at your landing pages to make sure you’re pointing people in the right direction.
A Call to Action
When a potential client clicks through to your web site, what do they see? If your landing page is too busy, your phone number might be getting lost in the clutter.
Provide the user with just as much professional content as necessary to let them know they’re in the right place, then direct them to your phone number. Make sure your phone number is displayed in plain text (not embedded in a Flash animation or an image). Plain text phone numbers put you a quick tap away from a call from a mobile user. A non-clickable phone number is just another obstacle between you and your customer.
If your ads are targeting a specific service or product (e.g. tree trimming or children’s toys), make sure you mention that on the landing page. There’s nothing worse than leaving a consumer with the feeling they’ve accidentally landed in the wrong place. Providing relevant content will make a phone call more likely than a click on the back button.
If a phone call is the only kind of conversion you want, you might find a better chance at converting by adding your number directly to your SEM ads. Google offers a “call extension” option for advertisers that allows you to show a phone number directly in your ad. The option can be found in the AdWords campaign settings tab.
If you only want to advertise to mobile users, you can use your own phone number. If you want to extend your advertising to all other users, you’ll have to use a custom call tracking number from Google. If you’re using Google’s call tracking number, you’ll be charged a fee each time a non-mobile user calls your business. You also have the option to forego a web site link for mobile users, if you’d like them to call you directly instead of going to a landing page first.
Other advertising agencies offer similar products, so it might be worth your while to look around and find the best solution for your needs.