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CLICK-TO-CALL
CAMPAIGNS
#
David Szetela
FMB Media
@Szetela
#SMX #13C
October 1, 2013
WAYS TO
IMPROVE
#
• Founder and CEO of pay-for-performance PPC
Advertising agency FMB Media
• Author of two books on PPC
• Frequent speaker ...
Today I’ll Cover
• Enhanced Call Extensions
• Call Extension Setup
• Call Extension Ads
• WAP Ads
• Ad Best Practices
• Re...
Enhanced Call Extensions
• Extensions can be defined at the campaign or
ad group level
• You can have separate extensions ...
Enhanced Call Extension Setup
• If you’ve already defined call extensions,
you’ll need to explicitly upgrade them (like
Si...
Creating Mobile Ads
• Check box during ad creation or edit
@Szetela
Creating Mobile Ads
• Or designate in AdWords Editor
@Szetela
WAP Mobile Ads
• Appear on “non-smartphones” (a.k.a. “feature
phones”)
• Can link to a WAP-optimized site
• Most will want...
WAP Mobile Ad Creation
@Szetela
Call Reporting - Overview
@Szetela
Call Reporting – Overview - Desktop
@Szetela
Call Reporting – Detail – Desktop & C2C
@Szetela
Timed Urgency
@Szetela
Sense of Comfort
@Szetela
False Urgency
@Szetela
Respondent Qualification
@Szetela
Resources
• Google Call Extension Help:
http://bit.ly/18clgCR
• Google WAP Ad Help: http://bit.ly/18ZWirF
@Szetela
Click-To-Call In An
Enhanced Campaign World
Presented by:
David Szetela
David@FMBMedia.com
Twitter: @Szetela
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
@Szetela
5 Ways to Improve Click-to-Call Campaigns by David Szetela
5 Ways to Improve Click-to-Call Campaigns by David Szetela
5 Ways to Improve Click-to-Call Campaigns by David Szetela
5 Ways to Improve Click-to-Call Campaigns by David Szetela
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5 Ways to Improve Click-to-Call Campaigns by David Szetela

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From SMX East 2013 / SearchMarketingExpo.com - How To Do Click-To-Call In An Enhanced Campaign World -5 Ways to Improve Your Campaigns #SMX #13C by @szetela

Slide deck from David Szetela of FMB Media presents 5 different tips for improving your click-to-call campaigns in Google Adwords new enhanced campaigns.

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Transcript of "5 Ways to Improve Click-to-Call Campaigns by David Szetela"

  1. 1. CLICK-TO-CALL CAMPAIGNS # David Szetela FMB Media @Szetela #SMX #13C October 1, 2013 WAYS TO IMPROVE #
  2. 2. • Founder and CEO of pay-for-performance PPC Advertising agency FMB Media • Author of two books on PPC • Frequent speaker at Pubcon, SES, SMX, etc. • Voted one of top 25 PPC experts by PPC Hero About David Szetela
  3. 3. Today I’ll Cover • Enhanced Call Extensions • Call Extension Setup • Call Extension Ads • WAP Ads • Ad Best Practices • Resources for learning more @Szetela
  4. 4. Enhanced Call Extensions • Extensions can be defined at the campaign or ad group level • You can have separate extensions for mobile and PCs • Call extensions can be scheduled • Calls to tracked numbers shown in desktop ads are FREE @Szetela
  5. 5. Enhanced Call Extension Setup • If you’ve already defined call extensions, you’ll need to explicitly upgrade them (like Sitelinks) • As of 9/23/13, Google has been upgrading automatically • To set up a new extension or edit an existing one: @Szetela
  6. 6. Creating Mobile Ads • Check box during ad creation or edit @Szetela
  7. 7. Creating Mobile Ads • Or designate in AdWords Editor @Szetela
  8. 8. WAP Mobile Ads • Appear on “non-smartphones” (a.k.a. “feature phones”) • Can link to a WAP-optimized site • Most will want to use click-to-call • In latter case, business name will also be displayed (20 characters) @Szetela
  9. 9. WAP Mobile Ad Creation @Szetela
  10. 10. Call Reporting - Overview @Szetela
  11. 11. Call Reporting – Overview - Desktop @Szetela
  12. 12. Call Reporting – Detail – Desktop & C2C @Szetela
  13. 13. Timed Urgency @Szetela
  14. 14. Sense of Comfort @Szetela
  15. 15. False Urgency @Szetela
  16. 16. Respondent Qualification @Szetela
  17. 17. Resources • Google Call Extension Help: http://bit.ly/18clgCR • Google WAP Ad Help: http://bit.ly/18ZWirF @Szetela
  18. 18. Click-To-Call In An Enhanced Campaign World Presented by: David Szetela David@FMBMedia.com Twitter: @Szetela
  19. 19. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # @Szetela
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