AdWords And Phone Calls-Call Only Campaigns
Call extensions let you add phone numbers to your ads, which can
significantly increase clickthrough rates. When your call extensions
show, people can tap or click a button to call your business directly.
That means more customer engagement with your ads, and more chances for
you to get and track your conversions. Call extensions are the easiest
way to add phone numbers to existing ads. If you attempt to include a
phone number elsewhere in your ad text, it may lead to the disapproval
of the ad, so if you would like to include a phone number, it is best to
use a call extension. You can also create call-only campaigns.
The newer call-only campaigns take time to setup properly but can
result in a much lower client acquisition cost. To get phone calls to
your firm, set up a call-only campaign to encourage clients to call you
by clicking or tapping your ad. With call-only campaigns, you bid to
drive calls to your law firm instead of clicks to your website. You can
set your ads to show only when your firm can take calls, so you won’t
miss an opportunity to connect with your potential clients. With these
campaigns, you can use CPC bidding based on the value of a call to your
business. You can also add your existing phone information to your new
ads and attach select extensions to your call-only campaigns.
Ads created in call-only campaigns are fine-tuned to show only on
mobile devices that are capable of making calls. Taps on these ads will
only generate calls — they won’t link to a website. These ads are very
flexible with how they can appear. To optimize for mobile and enhance
performance, your ads may not always show every line of text you enter
when setting up your campaign. Likewise, select extensions, which are
available for call-only campaigns, may also be hidden in order to make
the most of the smaller screen space on mobile devices.
If you feel that your small law firm is ready for SEM, make sure that you have the time and resources
to dedicate to your campaign and your online presence. Your campaign
needs to have the right keywords and descriptions, but also effective
tracking and analytics so you can monitor performance and
conversions. Remember, do not let your social media presence, content
marketing, and website suffer at the expense of your ad campaign!
One of the most important differences between SEO and SEM is
that SEO takes time, whereas SEM provides more immediate results. You
may want calls and clicks fast, but you must dedicate work to your
online presence to motivate customers who click on your ad to give you
their law firm. SEO and SEM work best when used together.
When used properly, SEM can help your law firm achieve its lead
generation goals. Enlisting the help of a professional can also be a
wise investment. BusinessCreator/ForLawFirmsOnly has a team of SEM
Marketing Pros that can create and manage your Google AdWords and
Facebook campaigns for you!
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)
855-943-8736
ed@forlawfirmsonly.com
www.BusinessCreatorPlus.com
www.ForLawFirmsOnly.com
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