How does an advertiser know which keywords should get more love (and budget)
There’s been a lot of discussion in the wake of Google’s announcement of the new functionality in AdWords to throttle up or throttle down your bids for calls on mobile ads. As is always the case when Google makes an adjustment, it takes a bit of time to understand the overall impact on your search strategy and how you need to adjust. We’ve had a lot of questions from customers asking us our thoughts on what this new bid adjustment option means and figured we’d share with all of you what we’re sharing with all of them!
First, overall this is really great news for search engine marketers. These upgrades, in combination with advanced call tracking capabilities, now enable search marketers to pinpoint the keywords likeliest to inspire click-to-callers who are the best candidates to contact your business. Ideally this means that you can begin to optimize your search spend on the keywords that are driving the most high-intent calls, and eliminate call extensions from the ads that are not clearing the bar.
But beyond that there are some things that I’ve been speaking to customers about that relate more directly to how they implement this solution—here are 3 quick tips:
- Optimize your search engine optimization. The first step in finding the right keywords is to find out the ones working for others. Perform searches with prospective terms to see which websites rank highest. Use Google Keyword Planner for suggestions on search keywords. You can get forecasts on predicted clicks with and without phone extensions and estimated sales conversions based on historical data to help gauge how a term may perform when you’re depending on a phone call to your business.
- Launch test campaigns using the latest tools. Initially cast your net fairly wide. Run test campaigns on a variety of keywords, including more obscure and long tail ones, to determine those which resonate most with motivated buyers. Use Google AdWords and Bing Ads “exact match” options to isolate individual search terms. Preferably track results over several hundred click-to-calls to build a statistically significant body of data from which to make your projections.
- Connect the dots to actual sales conversions. Use call tracking and call analytics to capture customer interaction end to end. By tagging each placement with a unique click-to-call number, advanced tracking solutions follow buyers from first click, to engagement with a call-center agent, to final sale. Use these metrics to rate each keyword for both response and response to conversions to find the terms that work hardest for your marketing dollar.
Phone calls are an incredibly important component to businesses of all sizes in industries as diverse as hotels and cruise lines to home security systems and car dealerships. In fact, a recent study from Forrester Consulting confirmed that people who call your business buy more from you, convert to a customer faster, and are more loyal than online buyers. With your search budget increasingly tied to not just a lead, but revenue, it’s more important than ever to have the right strategy in place to capture these prospective customers with the right message and ad type!