There is an often overlooked and/ or underutilized feature within Google’s Adwords platform that, if you’re not using it, you should be. It’s known as Click to Call ads, and they are a great weapon to have in your arsenal, especially if you’re in a highly competitive market (and, really, who isn’t these days…).
In many cases, the majority of online traffic to your website is mobile nowadays. Most 3rd party vendors have done a good job of optimizing their website platform to load quickly and effectively on mobile devices. So as consumers search online and see your pay per click ads, it is easy for them to navigate through your website and look VDPs, specials, hours & directions, etc… Therefore, mobile only – click to call ads are a great idea!
The purpose of click to call ads (or call only ads) is to appeal to those who are in a time sensitive situation and need something to happen FAST. For example; if your toilet is clogged and overflowing, you don’t have time to;
1) search for a plumber
2) read through ads for one that catches your attention
3) go to a landing page and fill out a form
4) twiddle your thumbs until they call you back
NO! You need that plumber there NOW! Click to call ads allow you to reach those who need you now. So how can your dealership, in a competitive market, use click to call ads effectively? There are two excellent ways to use them for your store.
1) Service – This may seem like a no brainer, but you’d be surprised how many dealers don’t do this. When your customers (or your competition’s customers) need their vehicle serviced, they likely don’t have your number saved in their phone. So imagine your customer’s delight when they search on their phone to book service and an appointment coordinator is one click (call) away!
2) Showrooming your competition – It’s happening more and more and more. A prospect is in your showroom or another dealer’s showroom and as soon as the salesperson walks away to “talk to their manager,” the prospect pulls out their phone and begins to see what else is around and if there’s a possibility of getting a better deal close by. So why not target those exact people in the showrooms? If a prospect is searching for a better, imagine them seeing an ad like the one below:
Within seconds that prospect could be connected to someone at your store who can give them all of the info they need and potentially get them out of your competition’s store and into yours!
Do you have a strategy for click to call ads set up within your search engine marketing? If not, it’s time to set aside some of your budget to target those who need your services quickly while on their mobile device.