News

Google Adwords Click To Call Numbers Energize Mobile Ads

CLick to Call Mobile AdsGoogle send out notification to Certified Adwords Specialists about upcoming changes that impact Pay-Per-Click ads that utilize phone numbers on mobile devices.

This information is very important for dealers who have been using PPC ads for Mobile Devices.  If you are not targeting mobile devices, this is a reminder and wakeup call.  You should be testing mobile ads as well as mobile RETARGETING.  (Very cool)

Clickable Phone Numbers on Ads

The point is that Google is making mobile Ads more effective by adding a clickable phone number as part of the ad.  This is a win for the consumer and the advertiser who believes that targeting mobile shoppers is a smart investment.

Once gain, Google is on a roll and continually adding new ways to monetize their platform.  If your vendor keeping you to to date with the latest opportunities in search marketing?

This is a great reason why this forum is a great place to stay ahead of your competition.  Stay tuned, every week there is another great suggestion by bloggers on this forum.

 

Google’s Official Letter

Dear AdWords Advertiser,

If you currently have a phone number in your ad text or have plans to start adding your phone number in an ad, this is an important notice that in the coming weeks, we will be launching a new enhancement to AdWords ads that will impact charges on clicks to these numbers.

To help our mobile users connect more easily with advertisers, all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number. Currently when advertisers enter a phone number directly into their ad text instead of using Call Extensions, the phone number is not clickable and will not generate a call. This can be a frustrating experience for mobile users who attempt to initiate a call to this phone number.

The new Click-to-call enhancement ensures that all phone numbers shown in AdWords ads are clickable and allows users to easily place calls from their mobile device. If your ad text includes a phone number, you will begin to receive clicks and calls on this number once the enhancement is enabled in your account. As with phone calls placed via a Call Extension, you will be charged for clicks on your phone number that result in a call.

Please note that AdWords policy does not allow for phone numbers to be inserted into ad headlines. As with all Click-to-call ads, advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad. Please see below for additional information regarding this change.

Which phone number shows?

If you are currently using both Call Extensions and a phone number in your ad creative, only the newly clickable phone number in your ad creative will show. This is designed to help reduce user confusion from seeing two potentially different numbers. If you would like your Call Extension number to display, simply delete all phone numbers from your existing ad text by following these steps. You’ll also receive an additional line of ad text displaying your phone number if the Call Extension is used.

Measuring results

You’ll be able to review how many calls you receive on the clickable phone number listed in your ad text for each campaign, ad group, keyword and ad on the “Campaigns” tab in your AdWords account. Just select the “Click-type” option under the “Segment” drop down and view your report. Please note that since these are not calls generated from a Call Extension, they will not be reported in the Extensions tab reports.

Recommendations for featuring a phone number

You can simply leave your phone number in your ad text and benefit from this change which will automatically make your phone numbers clickable and enable users to call you. However, to get the most value from click-to-call, we recommend that you remove your phone number from your ad creative and create a Call Extension with your phone number directly.

This has several benefits. With a manually created Call Extension your number will appear as an additional line of ad text which frees up space in your ad creative for other promotion. In addition, when you create a Call Extension, your phone number appears on a separate line in the ad, and you’re able to take advantage of other powerful enhancements such as Vanity Numbers, Call-only and Call Metrics reporting.

Keep Up WIth Search Marketing Changes

If you would like to be notified when new digital marketing opportunities are announced, join our alerts mobile campaign.  To join,  text PCGTIPS to 75674

This will make sure that changes in the marketplace that impact your marketing and advertising investments are delivered to your mobile phone.

Brian Pasch CEO of PCG

 

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences

PCG Is Celebrating Our Success

I was speaking to a friend yesterday and he asked:

What direction is PCG heading?

I shared with him that we are refining our strategies (packaged services) and technology (chat, text marketing, retargeting, AAN, etc.) to assist dealers implement a comprehensive marketing strategy that allows dealers to do MORE with their budgets which will fatten their bottom line.

The company is growing to provide on-site training and strategic marketing sessions with dealer executives.

Amazing things happen when I spend 2 days with a dealer principal and their team in their store. We can map out an integrated marketing plan AND get key staff buy-in.

PCG will be focusing on dealers who want to dominate their OEM brand in their market. This will involve more direct collaboration with PCG executives and clients.

We are one of the few companies that offer exclusive local marketing per OEM brand. We are not a mass marketed solution. We know dealers want a customize strategy and not a one size fits all package.

With recent changes in Google and the merging of search and social we are pleased to be at the forefront of digital marketing strategy and providing clarity for dealers.

Automotive Digital Marketing Conferences

I was also asked about our focus on dealer training, like the recent PCG Pit Stop conference.

The conferences and regional training events PCG schedules is a labor of love.

We will continue hosting events if dealers continue to invest in education. These events are important to move our industry ahead and attract the next generation of leaders into the car business.  Our next large dealer conference is February 1-3, in Las Vegas just prior to the 2012 NADA Convention.

Additional information on the Digital Marketing Strategies Conference (DMSC) can be found at http://www.digitalmarketingstrategies.org

New Services and Technology from PCG

PCG clients should contact their Project Managers to schedule a call to review all of our new offerings.

For example, 24×7 managed chat is a win-win for your dealership and we’ll guarantee it!

Clients should also be on this Wednesday’s webinar which will discuss the recent changes with reviews on Google Places. Very important!

Dealers who are ready to create a dominating digital marketing strategy for their brands should call before your competition hires us.

Then it will be too late.

Brian

Call my cell: 732-672-2356

Or Call Matt O’Such at 732.450.8200.

Changes To Google Places Confirmed by Avni Shah

As I reported yesterday, Google has stopped including 3rd Party Review counts into their yellow stars.  There was some disagreement if this change was permanent, and today we see that it is.

The product manager for Google Local had this to say in an article posted on TechCrunch

Based on careful thought about the future direction of Place pages, and feedback we’ve heard over the past few months, review snippets from other web sources have now been removed from Place pages.

Rating and review counts reflect only those that have been written by fellow Google users, and as part of our continued commitment to helping you find what you want on the web, we’re continuing to provide links to other review sites so you can get a comprehensive view of locations across the globe.

Changes Are Here To Stay

So there you have it, so it looks like this is here to stay.  So like all changes, we adapt and adjust our strategy.

In-store IRM process like Google Places App and PrestoReviews is your best way to maximize the face to face advantage.

Then through cards, emails, and adjustments to communication channels, you can build post sale, at home review process.

The number of consumers that have GMAIL accounts will be growing, since Android activations are at 550,000 a day.  I estimate that 20-25% of dealership clients  today will have a Gmail account or associated business account.   Those numbers will be increasing.

Jumpstarting Google Reviews

Dealers can get a jump start on this recent change in Google Places by searching their DMS for Gmail accounts, and sending them a special email encouraging them to assist your dealership with this change in Places.  It will not fix any large drop in reviews, but its an easy way to jump start things.

Implementing an in-store process is critical and most effective to collect authentic reviews.  Once you have these reviews, you can syndicate them on your blogs and platforms like Prestoreviews.com also provide an SEO benefit.

Dealers should be considering adding banners and desktop tent cards throughout the dealership to increase the feedback about the customer experience at the store.  The signage starts conversations that can turn into in-store review compliance.

Anyone who needs help in this area, can call.

 

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