Google Ads Call Assets, formerly known as call extensions, expand your ad with additional information and can give your ad greater visibility and prominence on the search results page. Among the various Google Ads assets available in Google Ads such as location assets, structured snippets, callout assets, and promotion assets. Call assets stand out as a valuable asset for businesses looking to enhance customer engagement especially on mobile devices. In this blog post, we’ll explore how Google Ads Call assets can be leveraged to drive customer engagement effectively.
What are Call Assets?
Google Ads Call assets are ad extensions that allow advertisers to display a phone number alongside their paid text ads on the search engine results page and on other Google advertising platforms. These assets make it easier for potential customers to contact the advertised business directly driving more qualified leads and conversions through phone calls.
How do Call Assets Work?
When users click on the call asset, it initiates a call to the advertiser’s phone number calling the business directly. This streamlines the process for users to connect with the business and inquire about products or services. In our experience, we’ve found that call assets are especially valuable for businesses that rely on phone calls as a primary means of customer communication and conversion.
Call Asset Example
How to Add Call Assets in Google Ads?
Follow these steps to add call assets to your Google Ads account:
- Access Your Campaigns – Navigate to the ads assets tab and choose the campaign or ad group level where you want to add call assets.
- Navigate to the Ad Assets Tab – On the left-hand side menu, click on “Ads & assets. Select “assets” from the dropdown. Click on the blue “+.” button to create a new call asset.
- Fill in the Asset Details – Now, you’ll be prompted to fill in the details for your call asset:
- Phone number: Enter the phone number you want customers to call.
- Country code: Select the appropriate country code for your phone number
- Schedule Your Call Asset (Optional) – You have the option to set specific times when the call asset will be visible. If you want your call extension to show only during business hours, click the “Advanced options” and select “Create a custom schedule.
- Save, Review and Confirm – Review your call asset for accuracy and make any necessary changes. Once you’re satisfied with your call extension settings, save them to your Google Ads campaign, ad group or Account.
Once set up, you can monitor the performance through call reporting to track the number of phone calls, click-through rates, and conversion tracking metrics.
The Difference Between Call Assets and Call Ads
While both Google Call Assets and Call Ads are designed to drive phone calls, the key difference lies in their format and usage. Call campaigns and Call ads focus entirely on making a call, while call assets allow users to choose between calling or visiting your website. If you’re primarily looking to encourage direct calls, call ads might be a better fit. However, if you want flexibility between calls and website visits, go for call assets.
Why Use Google Ads Call Assets?
Call assets are beneficial for businesses that rely on phone calls for sales or customer service, especially in local campaigns and search campaigns targeting mobile devices. Call assets can significantly boost your click-through rates and customer engagement, especially when combined with other ad assets like sitelink assets, image extensions, and promotion assets.
Google Ads Call Tracking
It’s crucial to emphasise that if your campaign involves a substantial volume of calls, it’s essential to establish PPC call tracking mechanisms for this action. Here is how you can set up call tracking. Call reporting will allow you to optimise for calls, just as you would for sales or form submissions.
Conclusion
Google Ads call assets are an essential part of driving customer engagement by offering a direct line to your business through phone numbers. Whether you’re managing ad group levels or campaign level assets, adding call assets will streamline communication between your business and potential customers, resulting in more customers and improved business offerings.
If you need further assistance with setting up Google Ads call assets or other ads assets, get in touch with our expert team.