Hola, cómo estás?
Guess, what? It's taken a long time, but we finally get:
Bing Click-to-call Extensions
What does that mean for you and me? An entire traffic source to play with!
Previously with BingAds, you could only make WAP mobile ads (anything that is not a ‘smartphone') with the click-2-call feature. This accounted for nearly NO traffic whatsoever.
Even still, Google holds about 90% of the mobile search market share in the US, BUT that means there is a huge 10% performed using Bing mobile.
Call Extension For Smart Phones
So here we have a Bing Ad Call Extension, similar to what Adwords has had for nearly 3 years now.
Setting Up A Call Extension
So what are the benefits?
You get to display ‘just the phone number', which leads directly into a phone call. This increases your Conversion Rate (CVR) substantially, if you are driving call traffic.
This also means you are getting (theoretically) only ‘Carrier'-capable traffic, and not wi-fi traffic. This means the users are making calls, instead of ipods, ipads, e-readers, etc.
Furthermore, the costs on BingAds is substantially lower than Adwords, due to lower competition, at least in some verticals.
And The Down-sides?
After a bit of testing (and a few pay-per-call conversions), I've noticed some bugs, such as clicks to my site, instead of direct calls.
This happened on Adwords for a bit, and was eventually fixed, or masked somehow. BingAds will fix this eventually as well.
Also Day-parting still sucks as my previous post mentions, and traffic volume is dwarfed by Adwords.
Rinse, Import, Repeat
Luckily, Bing has some sweet importing features, so I imported a couple of my campaigns from Adwords, and let them loose. Already my ROI is 400-500% with BingAds with Call extensions.
So go, now, and start using this new untouched traffic source for the greater good 🙂
Read This Update (Oct 17th, 2013):
So after running a few more campaigns, there is a HUGE issue still in the BingAds system.
Ads are NOT click-2-call only (for the time being). You will get click-2-calls on your mobile ads, BUT the link to your site will still be there.
Which sucks because this lowers your PPCall conversion rate for the time being.
There is a discrepancy between Ad-impressions, and Call-extension impressions…
Which means that Bing doesn't get the same amount of traffic volume from Wifi-vs-Carrier, and they don't currently filter it one way or the other.
This means for now, a Landing-page is still required, regardless of how basic you make it (headline, text, click-2-call).
Hopefully, BingAds introduces click-2-call-only sometime soon.
Quote of The Day
One machine can do the work of fifty ordinary men. No machine can do the work of one extraordinary man.