With mobile technology is making it easier than ever for people to research products and connect with businesses while they're on the go -- incorporating a click-to-call strategy on mobile is crucial for any company to do business over the phone.
With more than 20 million calls made through Google click-to-call ads each month, it's clear that mobile works when driving calls to businesses. To improve the click-to-call experience for advertisers and consumers, Google made a few improvements recently that include:
- New Click-to-call button for ads leveraging Call Extensions, which people can easily tap to call businesses. Early results indicate that this new design positively impacts advertiser click-through rates and call volume.
- Expanding availability of Google call forwarding numbers to more advertisers so they can better measure the full value that mobile is driving through calls. Already available in US and UK, Gogole recently "expanded availability to Germany and plan to expand availability to additional countries in the coming months."
- Call Extensions for in-app ads on the Google Display Network. "Now in addition to click-to-call ads across the mobile web, advertisers can also drive calls from ads in more than 300,000 mobile apps," google blogged.
Google further notes, "call forwarding numbers," show detailed reporting on calls generated from an ad campaign such as call start and end time, duration and caller area code. Advertisers using Google call forwarding numbers see calls last over six minutes on average.
"Having this valuable information can help advertisers understand how effective their ad campaigns are at driving calls as well as the quality of those calls," google added.
If you haven't yet tried Call Extensions yet in your mobile campaigns, you can find instructions for enabling in this Help Center article.
Google also discussed today bid response filters "what they are, and how to ensure your bid responses are not filtered out."
What is bid response filtering?
"Each real-time bid that is submitted to Ad Exchange undergoes a screening process before it can enter the live auction. During this process, your bid may be filtered due to publisher exclusions or incorrect use of the RTB BidResponse protocol. Among other things, we check for malformed URLs, ads that fall into a category the publisher has blocked, or incompatible elements in the bid response (e.g., a buyer who has declared an expandable ads technology vendor, but who has not actually trafficked an expandable ad)," explains Google.
Here is a basic visual representation of the process a bid goes through, including bid response filtering, to make it into the auction and win:
What are the main bid response filters?
As the bid response progresses through the process illustrated in the diagram below, it might be filtered out by Google, the publisher, or during the actual auction for many different reasons.
Check out the official post here for each of the main bid response filtering mechanisms in deatils.
Google also talked about the bid optimization "Meeting your objectives with flexible bid goals"---
So "when choosing a bid optimization platform, look for one that's comprehensive in the goals it supports, offering the option to express basic goals, as well as combine goals, and to optimize against unique business data. You may find that most tools offer a way of defining a set of basic campaign goals:
- "Position - the ad position (rank) you want to achieve on the page, expressed as a whole number (1), a range of numbers (1-3), a decimal (2.5), or any combination.
- Cost Per Action (CPA) - The average cost per action, where action can be a conversion, sale, signup, or other marketer-defined event.
- Effective Revenue Share (ERS) - the total cost of a campaign divided by the total revenue generated by that campaign, expressed as a percentage
- Return on Ad Spend (ROAS) - The total revenue generated by an SEM campaign divided by the cost, expressed as a percentage
- Spend (Budget) - A precise monthly budget to spend while maximizing results on a specific metric (clicks, impressions, conversions, or other)," google explains.
The figure below illustrates how a marketer's goal plays a critical role in influencing every step of the bid optimization process:
You can get this white paper to learn more about the 7 factors to consider when bid optimizing.