Fixing call-only ad copy

We’ve all got gremlins just like that one lurking deep within our AdWords accounts.

They exist because call-only ads rob us of precious, keyword- and CTA-stuffed description lines, leaving only the oft-unread wasteland more commonly referred to as the description.
Call-only ads are only served at the top of the (mobile) SERP, which also happens to be the place where ad extensions are most likely to rear their heads.

Call-only ad description best practices

Think about the structure of a call-only ad. The “headlines,” so to speak, are nothing more than your business name and phone number; there’s no wiggle room for captivating copy. Instead, you need to cram everything — keyword, pronoun, CTA and unique selling proposition — into two 35-character lines.

Ad group level call-only ad extensions

In Google’s announcement detailing ad extensions for call-only ads, they make the following statement:

“If you already have location, callout, or structured snippet extensions set up at the account-level, you don’t need to take any extra steps — the extensions will automatically be eligible to appear with your call-only ads.”

Callout extensions

When Google decides to bless your served ad with callout extensions, you’ll never see just one.

Final thoughts

Now that Google has rolled out ad extensions for call-only ads, you can recapture your description lines.

While you can (probably) use your existing account-level location extensions and structured snippets, callouts are so valuable that you need to create them at the most granular level. Doing so will allow you to present a more potent, actionable message to prospects in need.

If your AdWords account depends on call-only ads for quality leads, you can’t afford to waste valuable impressions on bad copy. For better results you have to use ad extensions.

Article source https://searchengineland.com/

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