Adwords call extensions are an invaluable feature for PPC advertisers who want to drive phone calls to their business. Up until a few weeks ago, you could choose how call extensions appeared on mobile devices. The ad could be clickable, driving visitors to your website; or it could be set up as call-only, where the only thing the user could do is place a call to your business from their device.
A few weeks ago, Google rolled out call-only ads and took away the option to have call-only call extensions. Those of us who were successfully using that option were forced to create brand new campaigns, called call-only campaigns, for these extensions.
We have a client whose primary goal is to drive phone calls. They do have responsive landing pages with a lead form, but they’d really prefer that prospects call them. So we were using call-only extensions for mobile, and getting great results from them. When the mandate for Google call-only ads & campaigns came, we created new call-only campaigns for this client. I figured call-only campaigns would be a boon for us, as in many ways we’d now have control over mobile budgets again.
So, we launched our new call-only ads and campaigns – and watched them get virtually no impressions.
It’s clear from the data that most of the mobile impressions were still going to the main campaign, not the call-only campaign. So, on June 30, we excluded mobile from the main campaign with a -100% bid modifier, in an effort to force traffic over to the call-only campaign. You can see in the table that impressions for the week of 6/29 decreased by about 2/3 – and the call-only campaign decreased too, which was the opposite of what I expected.
Well, the week of 6/29 included July 4 and a nice 3-day weekend. We didn’t take action right away, knowing the holiday likely affected search volume. Indeed, impressions were down across the board for the week of 6/29.
But what happened last week, the week of 7/6?
Yikes. Impressions rebounded for the call-only campaign, to their highest point yet. But they’re still nowhere near the levels they were before, when mobile was turned on in the main campaign.
Even worse, conversions are way down:
This really tells the story. While conversions have steadily increased on the call-only campaign, they’re not coming close to replacing the conversions we were getting from mobile in the main campaign prior to call-only campaigns launching. And impressions are down 70%.
Now, I realize that call-only ads only show on devices that are capable of making calls, and this wasn’t the case before. But you can’t tell me that less than 2/3 of mobile devices aren’t call-capable.
I’m at a loss to explain what’s happening here. It seems like we can’t win: either we turn mobile back on for the main campaign, and then have people clicking through to the website from mobile, which the client doesn’t want; or we lose 70% of our impressions and a bunch of conversions.
What’s your experience been with call-only campaigns? What am I doing wrong here? I’m open to suggestions – bring it!