I’ve been running some Call Only campaigns for a service industry site. Like many I’m hearing from, the performance of these campaigns is not what was expected. While it is believed that a full 20% (on in five!!) of calls from mobile phones are abandoned, we should look how this affects abandonment patterns for call-only Adwords campaigns, which can mean wasted money really fast. If you’re just getting started, check out this post on setting up your campaigns after you’ve read mine.
Abandonment in Call Only Campaigns
I see abandonment happening because of one or more of these behavioral issues on these campaigns:
- not clicking the call button to finish initiation of the ring (possibly surprised a call screen came up instead of a website.)
- hanging up during ringing but before call completion.
- busy signal, voice mail, or auto-attendant answer (even if it is just routing calls!) (people want a human in 1 ring!)
a drop-off is a drop-off, whether it occurs on the phone dial pad or with the back button
Some Abandonment Issues are In Your Call Center
Clearly hang ups or busy signals are issues in the target client’s system or call center, not Google’s fault. But in my data, our call center answers in 5 or fewer rings, yet we still see some significant drop off during the ring. If your call center cannot handle calls rapidly, you’re going to see a real cost here. A 2-3 ring maximum is what I would aim for, and a human answer – no auto attendant message while routing – “just RINGs and Hellos”.
Abandonment may go down as customers become more familiar with Call Only Campaign behavior. Users are only just now getting used to clicking on a phone number on a mobile website (I’ve yet to find research on this, but am looking!)
Lead Quality – Better With Landing Pages?
Test with the Prospects’ Point of View
- “Our team has a wealth of answers”
- “We have phone only specials”
- “Experts on (service) are here 24×7”
- “In a quick call we can answer your questions”
As you can see, mobile is exploding, and call-only campaigns are going to have a place in this spend. Figuring out what part of your budget belongs there is your next homework task!