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 at Pubcon, SES, SMX, etc.
• Voted one of top 25 PPC experts by PPC Hero
About David Szetela
Today I’ll Cover
• Enhanced Call Extensions
• Call Extension Setup
• Call Extension Ads
• WAP Ads
• Ad Best Practices
• Resources for learning more
@Szetela
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
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
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 to use click-to-call
• In latter case, business name will also be
displayed (20 characters)
@Szetela
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
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
@Szetela
