Question

Hi guys.  I’m running call-only ads for pest control and having trouble with my quality scores.Hi guys. I’m running call-only ads for pest control and having trouble with my quality scores. Currently only getting no higher than 3 out of 10, sometimes lower for my keywords. I’m having to bid high ($20+) to get traffic. I have themed ad groups, broad match modified keywords, negative keywords and related ad copies. My landing page could be improved, but I’m wondering is this even necessary since the clicks do not bring the user there? Does google still give it a lot of weighting? Or is my entire approach wrong and I need to use expanded text ads to make this affordable?  

Answer 1

Your QS will be around 3-4, that's just the way it is with call only. The only thing the landing page is for is quick approval (as a verification URL). Your CPC seems a little low for pest control call only, as I have seen desktop clicks that high (fairly often). You may be hesitant to raise your bids any higher, but when done correctly, call only ads convert at a much higher rate than running all traffic to a LP. I would check your top and abs top IS% and bid accordingly. The better SERP placement tends to lead to better quality leads. Double check your search terms to make sure you aren't showing for bad traffic, especially since these clicks are so expensive. A lot of the profitability of a call only campaign comes from your negative keyword list.  

Comments

@penicillin that’s super helpful. Thanks. One more question. I’ve been adding to my negative keyword list daily which has boosted my conversion rate on the calls. But around 40% of ad clicks are not translating into calls. Is this normal or high? I’ve been adjusting ad copies to emphasize calling for quote/inspection.  

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@maynord It isn't normal. In my call only campaigns, we are seeing 75% or better click to call ratio.  

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@maynord I have a service account in Miami, and they have been hit with Covid pretty hard. Last 30 days he has had 22 clicks, 18 calls and 9 conversions. Conversion rate 40. 91%

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@penicillin Interesting. I have seen some pest control ads adding ‘Contactless’ etc to headlines

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@maynord So are some of our HVAC, plumbing and electrical clients

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Hi @penicillin What do you think is the best bidding strategy that works for service accounts? I have one that used to convert really well but since covid19, conversions have been rare.  

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@supersensible654 We use manual almost always.  

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@penicillin ok thanks! do you use enhanced cpc on top of that when the account has gathered a lot of conversions? I figured I should just stick with manual but wondering if the account can benefit if I use ecpc.  

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@supersensible654 eCPC has worked in some of my accounts. Since we do a lot of lead gen, we focus on ad position more than any AI bid enhancement.  

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@penicillin ok. super helpful. thank you Jason!  

Answer 2

I read that you are concern on your quality score. Try posting relevant content on your landing page. Quality score is based of 3 factors: expectrd ctr, ad relevancy, and landing page

Comments

Landing pages do not factor into call only campaigns. That is why the QS is low