Do users trust more Google Ads with phone numbers?

[MyMissC3]

Hi,

I am currently managing a campaign for the UK market where I am using phone numbers in the text of the ads.

I read some opinions about phone numbers in the text around the Internet.

I was not willing to use them as the company does not have/use any way to track calls coming from AdWords Ads (the company does not sell "products" like goods, but services and they are also customised based on client's needs).

In some cases I added two different ads in the same Ad group, one with the phone number and one without. I noticed that the company had more web enquiries, phone calls as well as more clicks after inserting the phone number.

Of course, I constantly work on making each ad as relevant as possible for the users searches, but it is quite clear to me that for some reason these users tend to click more on ads with the phone number.

Removing the phone number I would have space for a couple of relevant words or a "more clear message." I assume that, in this particular case, users just trust more ads with phone numbers.

I did not find much about this topic on line and I would like to have some opinion.

What is your opinion about this? (If you have any eheheh )

Thanks to anyone!

 

[Baz Watkins]

It can work 2 ways:

1. Having a phone number listed may reduce ctr's, but increase organic enquiries.

2. Having a number may increase ctr's, as a viewer will click through because they believe that the number shows a willingness to interact.

If the client is in the service industry, then the first thing they need to show is a willingness to interact, and a phone number does that well imho.

Hi,

I am currently managing a campaign for the UK market where I am using phone numbers in the text of the ads.

I read some opinions about phone numbers in the text around the Internet.

I was not willing to use them as the company does not have/use any way to track calls coming from AdWords Ads (the company does not sell "products" like goods, but services and they are also customised based on client's needs).

In some cases I added two different ads in the same Ad group, one with the phone number and one without. I noticed that the company had more web enquiries, phone calls as well as more clicks after inserting the phone number.

Of course, I constantly work on making each ad as relevant as possible for the users searches, but it is quite clear to me that for some reason these users tend to click more on ads with the phone number.

Removing the phone number I would have space for a couple of relevant words or a "more clear message." I assume that, in this particular case, users just trust more ads with phone numbers.

I did not find much about this topic on line and I would like to have some opinion.

What is your opinion about this? (If you have any eheheh )

Thanks to anyone!

 

[MyMissC3]

Hi! And thank you for your reply!

I will assume the case 2, as the CTR is increasing and most web enquiries the company receives come from AdWords Ads.

Hope in more opinions!

It can work 2 ways:

1. Having a phone number listed may reduce ctr's, but increase organic enquiries.

2. Having a number may increase ctr's, as a viewer will click through because they believe that the number shows a willingness to interact.

If the client is in the service industry, then the first thing they need to show is a willingness to interact, and a phone number does that well imho.

 

[astutiumRob]

If you look at it from the "consumer" end, which are they more likely to trust - a company with a number indicating "offline" contact is also possible, or a random website ?

As for tracking it - get a VoiP number just for the advert(s) and check teh call-logs

 

[MyMissC3]

Well I read different opinions, but in this case eventually trust goes to the phone number eheheh

Your suggestion for tracking is excellent! Thanks! Hope this company will want to implement it.

If you look at it from the "consumer" end, which are they more likely to trust - a company with a number indicating "offline" contact is also possible, or a random website ?

As for tracking it - get a VoiP number just for the advert(s) and check teh call-logs

 

[12ish]

Is that within googles terms of service?

 

[12ish]

Is that within googles terms of service?

Apparently not. I am surprised.

 

[redtreeland]

Since your company is very service-orientated, and from the sound of things offer bespoke packages depending on the client's need, it makes sense that when you include the telephone number in your PPC ads they convert better.

If you were purely an ecommerce site who sell the same products as anyone else the only USP would be a lower price in which case I would reckon mentioning the telephone number does not favours for you.

It seems you have carried out tests which is great!

 

[Call Tracker]

Test it. It does depend on your offering. Try tracking the calls too as you can lose track of organic enquiries if you don't have a system in place.

 

[garyk]

Yep as MM says, testing is everything. I *might* have an opinion on it but thats worthless compared to the results of a split test.

I often visit conversion rate experts as they do on site conversion testing and show you the results. They did some work for sunshine.co.uk and found conversions improved by simply having a box in the top right that says 'Why no phone number' which when clicked would pop up a box giving reasons why. They found they you didnt actually have to have a number, just explain why it was missing.

Gary

 

[directmarketingadvice]

I've tested this in a number of markets. I find it tends to work best with a local numbers in local markets.

The simple answer is you need to split-test.

It's not whether the phone number is a positive thing, but what else you can do with 70 characters of body copy if a chunk of that space hasn't been taken up with a phone number.

Steve

PS You should also ignore advice about phone numbers in ads in the USA. They tend to get free local calls, which means a local telephone number is like an 0800 number in their area.