22 Feb Adwords Call Only Campaigns – The Closest Thing To Pay Per Call Advertising
I see that quite a few accounts have been testing call-only ads recently. Please keep in mind that there are major differences that you need to consider.
1. Clicks don’t equal calls. Clicking on the ad brings up a message on the smart phone saying “do you want to call 1800 123 456?”. For whatever reason, most people don’t follow through. But you still pay for the click.
2. The headline is missing. So if you just copy your existing regular ads, the attention grabbing headline is missing. You need to shift the Headline to Description Line 1, or else your ad might not make much sense. Also, the Display URL becomes more prominent, so use it for messaging.