With more and more consumers searching on their smart phones for products and services, the need for mobile advertising is more important and valuable than ever for businesses. According to Google, 70% of mobile searchers call a business directly from search results. To address this, Google recently introduced a new campaign type called Call-Only Campaigns.
This is exciting news for advertisers who rely heavily on driving calls to their business. Now with this new AdWords campaign type, consumers will see your ad text with your phone number, call button and business name on their mobile devices. Once a consumer clicks on your ad, they will only be able to call you and will not have the option of being directed to your website.
One of the reasons that this new campaign type is so exciting has to do with the way you can now structure your mobile bids. Currently the only option to increase your mobile bids is to apply a mobile bid adjustment that uses your desktop bid as the baseline. For example, if you are currently bidding a $1 for the keyword “ppc advertiser” and have your mobile bid multiplier set to increase your bid by 100%, your max mobile bid CPC would then be $2. The potential issue with this type of bidding strategy is that if you need to raise your baseline bid, your mobile bid automatically increases and can quickly grow.
With the new Call-Only Campaign you can now bid for calls based on your target CPA, ROAS or by applying a manual max CPC. You also now have the ability to set your max CPC bids at the keyword level instead of a mobile multiplier at the ad group level. It’s important when setting these bids to remember that you are now bidding based on how much a phone call is worth to you and not a click to your website.