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The BEST Way To Get Call Leads From Google Ads
17 ideas de marketing sacadas de «The BEST Way To Get Call Leads From Google Ads», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 17 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 28 min
- Publicada en 2024
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Configurar la segmentación geográfica por presencia y no por interés en negocios locales
Canales de adquisiciónEn campañas de Google Ads para negocios locales o de servicios con área de cobertura fija, se debe cambiar la configuración predeterminada de ubicación a solo 'Presencia' (personas en la ubicación o que están regularmente en ella), excluyendo a quienes solo muestran interés de búsqueda, para evitar pagar por clics de usuarios fuera de la zona de servicio.
than that but in this location targeting here is to include people targeting people who are present in so actually in the location you selected or interested in that location so people in regular in or who shown an interest in your we go ahead and leave it as the default we're going to have our ads put in front of people that don't necessarily live in example earlier an emergency plumber operating in bath we can't work with people that are all over the country like that's just not feasible so that would be a waste of money to put our ads in front of those people so really important that you…
Escúchalo en el minuto 12:07
Segmentar acciones de conversion por llamada segun el valor economico del servicio
Medición y experimentosCuando una empresa ofrece servicios con valores de venta muy dispares, conviene configurar acciones de conversion independientes en Google Ads para cada tipo de llamada en vez de una meta global, permitiendo optimizar el algoritmo hacia las llamadas de mayor rentabilidad.
to be more important if you have different types of calls from ads like different phone call options like we talked about if you're advertising different services and each phone call for a service is a goal and a separate conversion action and you want to do that because different phone calls are worth different amounts of your business if one service is worth $1,000 when you sell it another service is worth $5,000 when you sell it well calls for each of those aren't equally valuable so you want to be able to set these up and and enter it here so you could specifically specify no no I don't…
Escúchalo en el minuto 21:35
Evaluar canales por costo de adquisición final (CAC) y no por costo por lead (CPL)
Medición y experimentosNo se debe comparar el rendimiento de formatos de captación (como llamadas vs. formularios web) únicamente por el costo por lead. Aunque una llamada cueste el triple que un envío de formulario, si su tasa de conversión a venta es cuatro o cinco veces mayor, el costo total por nuevo cliente adquirido resultará inferior.
don't compare the two what you want to compare is the overall cost to acquire a new customer okay so if it costs you three times as much to get a phone call as it does a contact form submission you know they're both leads but the phone call converts at four or five times as much as the contact form submission well the phone call still produced a lower cost per new customer acquired okay
Escúchalo en el minuto 25:06
Canales de adquisiciónEn campañas publicitarias de solo llamada, es imprescindible configurar la programación horaria para que los anuncios se muestren únicamente cuando haya personal disponible para contestar y atender a los prospectos.
good chance you're going to want to set a schedule and often when we're running when you have availability when you have people that are there ready to receive these phone calls and deal with these prospects you don't want to be generating phone calls at a time when you can't pick up the phone okay and
Escúchalo en el minuto 15:10
Cálculo del valor económico de una llamada para optimización de conversiones
Medición y experimentosPara asignar un valor monetario a la acción de conversión por llamada telefónica en Google Ads, se debe multiplicar el valor promedio por cliente cerrado por la tasa de conversión de llamada a cliente (por ejemplo, con un valor de cliente de $1,000 y una conversión de 1 de cada 4 llamadas, cada llamada tiene un valor de $250).
phoning Us in order for that to be registered as a conversion and therefore Google can optimize the campaign leads needs Worth to your business this is where it's really helpful to know your numbers I'll give you an example let's say that each customer on average is worth $1,000 to your business and you know that you convert one in four phone calls on average into a customer therefore each phone call is worth $250 to your business value here and say look each one of these phone calls is worth 250 I mean Google more information to be help optimize
Escúchalo en el minuto 3:55
Canales de adquisiciónCuando una campaña de anuncios de solo llamada genera llamadas de usuarios no cualificados o a los que no se les puede prestar servicio, la solución principal es construir y expandir una lista exhaustiva de palabras clave negativas para evitar búsquedas sin intención de compra real y frenar el desperdicio de presupuesto.
and you find that you are generating these phone calls but they're not as high quality as you'd like them to be getting calls through from people but you can't actually serve them they're not quite right the answer to that typically is your negative keyword list you need to build out an extensive negative keyword list and if you aren't the entire process of how to build out a negative keyword list how to find great options to prevent your ads from being shown to searches that are unlikely to convert which at the end of the day is wasting money so with a great netive keyword list you save…
Escúchalo en el minuto 27:51
Eliminar objetivos secundarios a nivel de campaña para concentrar la optimización de Google Ads
Canales de adquisiciónAl configurar una campaña específica de captación, se deben remover de esa campaña los objetivos de conversión irrelevantes (sin eliminarlos de la cuenta general) para evitar que el algoritmo distribuya su optimización entre acciones secundarias y se concentre exclusivamente en el objetivo principal.
really important that we add that in we've got phone call leads and then we want to delete out remove the book appointments go in this place now just just to clarify removing this goal from the campaign creation process of this campaign does not remove it from your and remove that it's just removing it from this campaign so don't worry about that and the reason why we want to remove the others is because we don't want Google to be optimizing for those other things as well we just want it to optimize in this case for phone course
Escúchalo en el minuto 8:23
Canales de adquisiciónDebido a que el costo por interacción en campañas de llamada suele ser más alto, se recomienda utilizar palabras clave en concordancia exacta para delimitar el presupuesto y evitar pagar por términos de búsqueda irrelevantes.
just putting square brackets around these to make these exact match like I said when it comes to callon campaigns they typically cost more in order to get an interaction and engagement from a so it's fine to pay more for these leads because they convert better but I do think that means that you want to be more specific with your budget and more specific with the various um searches that cause your ads to be shown that's why I want to use exact match we turned to further specify at this keyword stage ex that match so I've got these two
Escúchalo en el minuto 17:41
Uso de campañas de solo llamada frente a extensiones de llamada en Google Ads
Canales de adquisiciónLas extensiones o recursos de llamada en anuncios de búsqueda estándar funcionan como un extra secundario porque la mayoría de los usuarios prefiere hacer clic en el titular; si el objetivo central del negocio es maximizar el volumen de llamadas entrantes, se debe implementar una campaña dedicada con anuncios exclusivamente de llamada (Call-Only Ads).
when you add in the call extension to existing ads you will get some phone calls but it should really be seen as like an added bonus because not many people are going to click on the call us and call the business they are more likely to click on the actual ad itself no-brainer but if you really want to drive significant volumes of phone calls from prospects to your business which can be a fantastic strategy for a lot of businesses this is not the way to do it you want to do and that's to specifically create a Google ad campaign that is designed to generate calls only that only uses a specific…
Escúchalo en el minuto 1:13
Tasa de conversión de llamadas telefónicas vs. formularios web
ConversiónLas llamadas generadas a través de campañas publicitarias pueden alcanzar tasas de conversión de venta de hasta un 50% o más, superando por amplio margen a los formularios web y justificando pagar un costo por interacción más elevado.
said when it comes to callon campaigns they typically cost more in order to get an interaction and engagement from a customer but they do convert better it's perfectly possible for phone calls from Google ad campaign to convert at 50% sometimes even higher whereas if you're getting people to fill out like a contact form and become a lead that way the chances that you're going to get conversion rates of 50% or more are basically zero you're likely to have conversion rates far smaller than that so it's fine to pay more for these leads
Escúchalo en el minuto 17:44
Medición y experimentosPara que Google Ads pueda medir la duración de una llamada telefónica y determinar si cuenta como lead calificado, es necesario activar el informe de llamadas en la configuración de la cuenta y utilizar un número de desvío de Google (Google forwarding number).
information here make sure your call extension or callab uses a Google forwarding number if you just go ahead and enter in your phone number Google's not going to be able to track things like the Len of time that someone takes on the phone call to know whether or not they're a lead they're going to really struggle to track all the data around that phone call because it's your number what you need is a Google forwarding number so Google has like a phone number that that you can use and then the the phone call will still come through to your number that's why it's called a Google forwarding…
Escúchalo en el minuto 6:49
Definicion del presupuesto de prueba en campañas publicitarias nuevas
Medición y experimentosEl presupuesto de lanzamiento de una campaña nueva debe ser lo bastante bajo para que un fracaso no ponga en riesgo financiero al negocio, pero no tan minimo que impida obtener volumen de datos suficiente para evaluar resultados.
use but my general recommendation with budgets is start with something that is small enough where if you lose it if it doesn't work out initially which is always possible with a new campaign it's not going to you know ruin you or your business financially you don't want the stakes to be that high initially start small and scale from there but don't spend so little that it doesn't mean anything there's normally a sweet spot where it's like we could lose this but it would sting a little bit that's that's the sweet spot I normally find
Escúchalo en el minuto 22:34
Diferenciacion entre el coste por llamada y el coste por lead estandar
Medición y experimentosNo se debe evaluar el coste por llamada bajo las mismas referencias de coste que un lead digital tradicional, ya que las llamadas telefonicas (especialmente en servicios de urgencia) presentan una tasa de conversion a venta significativamente superior.
search Network okay so it's really important that you don't compare cost per phone call cost per call to your regular lead costs like we discussed earlier you are likely to convert much better from a phone call particularly if your service to some extent maybe your product if if you're running call campaigns for particular type of product I have seen that done particularly if there's an element of like urgency to it like someone wants to service really quickly like I use the classic example of emergency plumber I've got a leak I've got a blocked something I need a plumber right now this is a…
Escúchalo en el minuto 24:25
Contar conversiones de llamadas solo una vez para no sesgar el algoritmo
Medición y experimentosEn campañas de Google Ads enfocadas en llamadas de clientes potenciales, se debe configurar el conteo de conversiones en «Una vez» en lugar de «Todas», ya que un mismo cliente puede llamar varias veces para dar seguimiento y registrar múltiples conversiones falsearía los datos con los que optimiza el algoritmo.
just the once Google recommends just the once and that's what I recommend as well because if you think about it if someone calls you up and is in that first phone call a lead they're inquiring into your services but then they go and become a customer they might call you another 10 times over the next however long because they are want to know about lead times or availability or they've got questions you don't want that to count as 10 different leads and therefore Google optimize for that um person someone coming back and calling again and again that's not useful that's not giving Google the…
Escúchalo en el minuto 5:12
Canales de adquisiciónLas campañas enfocadas exclusivamente en llamadas telefónicas funcionan mejor en negocios con urgencia de servicio, compras de alta consideración, productos poco habituales donde el cliente necesita asesoría, y audiencias de mayor edad. En cambio, pierden eficacia frente a audiencias jóvenes o productos donde el cliente compara activamente precios y características por internet.
campaigns also aren't for every business for some they work really really well so if the prospect needs to hire you urgency like we've already discussed or any business where your prospects have quite a lot of questions like they want to speak to someone they want to get a sense of like how does this work I'm not really familiar with the process big considered purchases things where people do want to think about it ask more information before they already perceived perhaps the sort of thing that people buy that they're not used to buying like a one-off purchase is quite significant and also…
Escúchalo en el minuto 25:36
Canales de adquisiciónSe debe desactivar la opción predeterminada de concordancia amplia en campañas de solo llamada y priorizar concordancias más específicas como exacta, debido a que el CPC y CPM de estas campañas es más alto y requiere máxima precisión en la intención del usuario.
this broad match keyword section I'm going to turn that off so this here is basically the default is that all the keywords within the campaign are going to be broad match I don't think that's good particularly for cool only campaigns and we'll talk about this a little bit more later but with campaigns what you tend to find is that the quality of the leads that come through are higher but they are more expensive to advertise to both on a CPN basis and and on a CPC basis so you need to be more specific with who you put your ads in front of not less so I think primarily going to focus on exact…
Escúchalo en el minuto 14:01
Canales de adquisiciónEn campañas de Google Ads orientadas específicamente a generar llamadas telefónicas ('Call-Only'), es recomendable deseleccionar la red de Google Search Partners, ya que en estos sitios asociados los anuncios pueden formatearse de manera distinta y entorpecer el flujo directo de clic para llamar.
the campaign settings I would actually deselect the search Network Google search Network Partners that's not normally something I do with a regular search campaign but with a call specific campaign it's really important that the ads are displayed in a format that really encourages the C basically we're going to use C only ads and it's really important that it's shown that way when you include some of the search Partners sometimes ads visually look different and therefore getting people to actually click on it and make that phone call it's not as seamless doesn't seem to work as well so not…
Escúchalo en el minuto 10:32
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