People buying auto parts or scheduling auto service appointments often want to call and speak to a real human being. They do so for many reasons. Auto parts consumers may want to ask questions to ensure they’re buying the right part online, check availability at their local stores, or inquire about promotions. Auto services consumers often call to schedule an appointment time that works best for them, ensure the provider can service their make and model, and get an estimate on the price of the repair.
Paid search is a highly effective channel for driving auto parts and services calls. According to the Local Search Association, 58% of auto parts shoppers and 73% of auto repair consumers say they call a business after running a search. See the breakdown below.
To boost your paid search ROI, it’s important that you expand your campaigns beyond driving online conversions to also drive sales or appointment calls to your call centers and locations. Below, we provide 7 quick tips to help you do just that.
1. Equip Your Campaigns with Call Extensions
The first — and easiest! — step is to ensure you’re using call extensions in your paid search ads. Because the majority of auto parts and services consumers engage with a business by calling after running a search, you want to make it as simple as possible for them to call you. Call extensions display a phone number or call button alongside your ad — one that the searcher can click to place a call directly from the search engine results page.
Call extensions come at no additional cost. When a consumer places a call from a call extension, you’re charged the same as if they clicked through to your landing page.
A best practice is to schedule call extensions only when your call centers and locations are staffed to answer the phones, like between the standard business hours of 9am to 5pm. This will help ensure you’re not wasting spend driving unanswered calls.
2. Add Bid Adjustments for Mobile Devices and Call Extensions
Bid adjustments allow you to automatically alter your bids based on where, when, and how people search. As a result, you can prioritize your ads for certain searchers.
In order to drive more calls, you can add bid adjustments to prioritize mobile devices. You can also use bid adjustments to prioritize versions of your ads that have call extensions.
You can use a call tracking and analytics solution to uncover deeper insights about the device types, keywords, ad groups, geographic locations, times of day, and more driving the most sales or appointment calls and make bid adjustments to optimize for those as well (more on this later.)
3. Test Different Copy and CTA Variations
If the goal of your ad is to drive calls, spell that out for searchers. Your copy and call to action (CTA) should encourage them to pick up the phone.
Don’t just rely on an overused CTA like “Call Now” to cut through the noise. You should get creative and experiment with several variations while monitoring your metrics to determine what drives the best results.
For example, a CTA like “Call to Speak to an Expert” provides an instant value proposition for auto parts shoppers. It assures them that the person they’re calling is well qualified to answer their complex questions about the part, its compatibility with their make and model, and the steps the consumer has to take to install it.
4. Optimize Your Landing Pages to Drive Calls
Not all searchers will call you directly from your call extensions. Some may require additional information or persuasion before they’re ready to engage with you over the phone. This is where your landing page and website come in.
To drive calls from your landing page and website, place your phone number in an easy-to-access location. The conventional placement for a phone number is in the header, so it remains visible as you scroll down the page.
However, you shouldn’t rely on convention when deciding where to place your phone numbers — you should rely on your metrics. Experiment with multiple phone number placements and see which receive the most clicks. Since searchers using smartphones are far more likely to call than fill out a form, you may want to place greater emphasis on the call button for the mobile experience.
You can also use heat maps to help you drive calls from your landing pages. By identifying your web visitors’ scroll and click patterns, you’ll be able to ensure everything is firing correctly — your copy placement, form placement, and call button placement.
5. Place Trackable Phone Numbers in Your Call Extensions and on Your Landing Pages
It’s important not just to drive calls from your paid search ads, but to track the calls you’re driving so you can make data-driven optimizations. Marketers are doing this by using dynamic number insertion to place tracking phone numbers in their call extensions and on their landing pages.
You might ask, why should I use trackable phone numbers from a call tracking provider instead of sticking with Google’s call reporting features? Call tracking not only works for all the phone numbers on your site (Google can only work for one) and all the sources beyond Google Ads that drive calls (Bing, SEO, social, display, email, etc.), it gives you deeper insights into each call by analyzing phone conversations with AI (more on this in the next section.)
6. Use AI to Analyze the Value of the Calls Your Ads Are Driving
With call tracking, you can see the full volume of calls your paid search ads are driving. But how can you tell if the calls you’re driving are qualified leads? Google’s reporting allows you to see that a particular keyword has driven a call (in some cases), but your insights end there.
As we touched on earlier, some call tracking solutions are equipped with AI. How does it work? When calls are placed from your trackable phone numbers, the solution records and transcribes the conversation and uses AI to analyze and score them at scale. As a result, you can understand exactly how many sales calls versus non-sales inquiries each of your keywords is driving. You can also see how many calls converted to sales or appointments.
DialogTech transcribes and analyzes phone conversations at scale with AI to create actionable insights
These insights allow you to make better bidding optimizations to drive more auto parts and tire sales or service appointment calls. With Google’s data, you can only action on the volume of calls your keywords are driving. By contrast, when you use a conversation intelligence solution, you can cut spend on keywords that are driving a high percentage of customer service issue calls and billing inquiries and increase spend on keywords that are driving a high percentage of sales or appointment calls.
Additionally, some call analytics solutions allow you to pass data on call quality into Google Ads and use it to inform Smart Bidding. This eliminates the manual process of adjusting your bids and lets Google’s AI automatically allocate spend to the campaigns that are driving the most value — both online and over the phone.
Push call analytics data into Google Ads and use it to inform Smart Bidding
7. Continually Test, Measure, and Optimize
Driving more sales or appointment calls to your call centers and locations is an ongoing process that requires constant testing and optimization. To achieve optimal results, you should experiment with various combinations of bid adjustments, CTAs, copy variations, landing page layouts, and budget allocations. Throughout the process, you should evaluate not just the quantity of the calls you’re driving — but also the quality and outcomes — and use that data to fine-tune your campaigns.
To learn more tips for healthcare search marketing, download our ebook, The Auto Parts & Repair Marketer’s Playbook for Calls from Search.
To learn more tips for healthcare search marketing, download our ebook, The Auto Parts & Repair Marketer’s Playbook for Calls from Search.Download My eBook