This definitely isn’t a new topic – you’ve likely heard it before, been urged to try it, and you’ve also possibly ignored it. The fact of the matter is, if you’re still not doing it, you’re quite possibly missing out on some very qualified traffic. As you know, qualified traffic means sales, and even repeat customers.
So, in the spirit of trying to “convert” anyone who might not yet have the phone number in their ads. here are seven good reasons why you should consider getting your company’s number in those ads.
1. You don’t have to sacrifice space.
It’s perfectly legitimate that you wouldn’t want to give up ad copy characters to input your phone number. Well, at least with some of your ads. Fortunately, you don’t have to!
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It really is that easy. Just as long as the root domain of your destination and display URLs match, you can put whatever you want after that slash. Aside from being valuable front page real estate for your phone number, you should also be utilizing this space to test a variety of variable factors for success with your ads.
By putting your phone number in this prime spot, you don’t have to worry about losing characters in your description text.
2. It legitimizes your business.
I’ve seen it time and time again within client campaigns – for some reason, the ad with the phone number always gets the higher click through.
Why? Having a phone number legitimizes your business. No one is going to shell out money and time to maintain an 800 line without having a reason to use one.
Of course, you could also say the same is true of Adwords, but a lot of your customers who are searching don’t necessarily know that. They do know, however, that having an 800 number means that a business is eager to talk to its customers. Remember the days before cellphones and free long distance, when an 800 number was pretty much the only convenient way to contact a business for free? That mentality still works today with consumers. It’s as simple as testing click through. Try it – you’ll see what I mean.
3. It’s easy enough to split test.
If you’re not split testing every variable possible within your ads, why not? You’re never going to know what works the best unless you test your variables. If you find, after a few weeks, that the phone number test isn’t getting results for you, then you can easily move on.
4. People might actually call you.
What happens every time a qualified customer calls you as opposed to clicking your ads? You save money! That’s something that every business needs to do as much of as possible.
5. Branding your number
I lived on the east coast for most of my life, and I think I can say with confidence that plenty of people are familiar with Empire Carpeting.
Their company 800 number is 800.588.2300.
I haven’t been to the east coast in a few years now, and I haven’t seen an Empire Carpet commercial for a very long time. So how is it that I remember that number?
Well, Empire had several TV campaigns going at any one time, and their recognizable jingle was part of every one of those commercials. The same familiar voices would sing the phone number over and over again, and years later I still remember.
Not that I’m saying Google Adwords can quite literally sing your phone number from the page, but my point is that repetition can be incredibly effective marketing. Put the number in your ads. Put it on your website. Put it in any communication with your client, and make sure that your operators repeat it twice if you follow up on leads via phone. It’s better to make sure that your potential customers have this information handy than it is to make them look for it. Who knows – the customer could become so familiar with your number that he or she doesn’t even have to look it up.
6. Your competitors aren’t doing it.
Google them. I am willing to bet that several of your competitors still aren’t doing it, and they should be! Better yet, let them give all that qualified traffic to you!
7. It strengthens your image ads.
Put it in your ads, put it on your webpage – make sure people see that number. Again, it legitimizes you and ensures that you are within dialing distance of your consumers.
If you really want to get your money’s worth from Adwords, you want to ensure that you’re doing everything you can to get quality traffic. Changing up your ads is easy and it’s free. Run a phone number test within your ad copy and see if it works for you. i have seen the phone number addition ultimately up CTR and return, and it could for you as well.