Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Cassie Allinger

Cassie Allinger Senior Advertising Performance Strategist

Exclusive Blog Posts

Why Your Customers Don't Want to Talk to You

Why Your Customers Don't Want to Talk to You

Is there someone in your family who hardly ever answers the phone, but will almost always respond to a text? Don't take it personally. This same person…

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Google's New Click-To-Call Mobile Ad Format

Earlier this month I was fortunate enough to visit Google headquarters. They unleashed a ton of great insights and figures, but perhaps the most interesting insights were their projections for the future of mobile search. They estimate that in 2013, 29% of automotive queries will come from mobile phones, and 18% will come from tablets. That’s a whopping 47% of searches coming from mobile devices.

I don’t find these projections particular surprising, but rather quite exciting. There are so many opportunities that exist on this side of the fence, which is why I’m surprised that it’s taken Google so long to really start playing with mobile-specific ad types. Whatever the reason be, they are starting to sneak up on us, so keep your eyes peeled.

New Click-To-Call Ads


Recently, Google Adwords started rolling out a new click-to-call mobile ad format. The main difference is the transition from a hyperlinked phone number to a more visually appealing ‘call button.’ While I forsee this being an overall positive change, there are certainly a few things you should keep in mind while managing your accounts:

  1. Google is rolling out this feature at its leisure. You do not currently have the option to choose whether or not you want these buttons to show. Assuming that it performs well, it’s safe to assume that we’ll be seeing this rolled out globally in the near future.
  2. On average, 51 characters will be shown in conjunction with a call button. You have the option to leave your ads as they are, or shorten them in anticipation of the button.
  3. This move supports several key facts about mobile that should be remembered. Mobile users are more inclined to take action, particularly via a phone call, and a clear call-to-action is key.
  4. By shortening the character limit in order to coordinate the ad text with the call button, Google is perhaps suggesting that more concise messaging performs best on mobile. 
  5. The “Big G” has taken the liberty on many occasions to modify SERP listing titles and descriptions for organic results and even for Adwords Express ads. Until now, PPC has appeared to be safe from this practice. Now that they’ve done it once, it’s likely that they might do it again in future ad formats. 

While it does concern me to see ad texts modified on a whim by the system, I think this is going to be a good change for advertisers across the board. New ad formats often bring with them exciting new opportunities. Stay tuned!

Source

Jim Bell
Love it and great catch! I think it will bring even great results with that call to action right there saying "Call." Now the key is getting those keywords all in line.
Cassie Allinger
Thanks Jim! I agree - but I'm hoping that Google will provide analytics that allow us to compare statistically. I'm sure they only made this move because their overall analytics proves that it performs better; but that might not be the case for all verticals or businesses. Time will tell :)

 Unlock all of the community & features  Join Now