Call To Action Testing: Call Or Shop?
In a world where more Google searches take place on mobile devices than on desktop computers, it’s important to test different call-to-actions to identify what your audience is going to respond the most to and to drive the highest click-through traffic from your ads.
Think about if you’re searching on your mobile device. Personally, if I’m searching for something on my mobile device, I am going to be more inclined to click on a relevant ad that illustrates what I am looking for, or perhaps one that features an offer and a call-to-action that matches a feasible method of contact from the avenue I’m working with. In other words, if the ad says “Call Now To Save Hundreds” and I see that the advertiser is using call extensions that allow me to call directly from the search results page, you can bet they’ll have my click!
So how does “Call” verbiage perform in a world where mobile searches have surpassed desktop – a small study we conducted with a couple of our clients demonstrates it actually performs better. In reviewing two ad texts with campaign settings to rotate ads (50/50), ads featuring the same ad text other than the call-to-action featuring “Call” vs “Shop” yielded a 405% increase in click-through rates. The “Call” ad variation also had a cheaper cost per click (CPC) and better position than the “Shop” variation!
But does knowing that mobile devices have passed desktop on search mean we should only use call-to-actions featuring “Call” to drive traffic to our sites? Probably not. Depending on the goals of your advertising, you may not want or be able to drive phone calls from your ads. Always consider the goals and objectives of your advertising efforts even before starting your campaigns. If you’d like to speak with a representative to help identify your needs and goals for capturing quality traffic through a paid search campaign, contact The Moran Group today!