How to use Facebook click here to call ads
When it comes to converting leads into sales, phone calls are the “king of inquiries”. If someone makes an effort to call your business, they are more likely to convert into a sale than, say, someone filling out a form on your website. Despite an age of keypad communication, phone calls go nowhere.
On Facebook, you can now add a "Call Now" button or a Call to Action (CTA) button at the bottom of your ads to drive more phone calls to your business. These ads can be especially effective for high quality products or services – including cars, houses, trailers, lawyers, etc. – as these often require research and discussion before a prospect is ready to convert to a client or client. It's also a great way to reach out to people who aren't actively searching for you on Google and other search engines.
We often use the Get More Info or Send a Message CTAs for our ads. However, for most businesses, it's a good idea to test the effectiveness of Call Now in terms of CTR, engagement, and cost-per-conversion. Typically, when a user clicks the Call Now CTA, a dialpad appears on their device with your work phone number listed. If your business is more of a side business or you want to run your ads 24/7, you should consider having an answering machine.
How do I create click-to-call ads?
To create a click-to-call ad, you will need to go to your ad manager and click + Create New Campaign. Campaigns are usually set up with conversions or engagement as the main goal.
For click-to-call ads, you had to go to the "What is your marketing goal?" Select the "Range" option. However, this should have been updated by now so that you can choose any destination and still have the option to create a click-to-call ad. With that in mind, you should generally choose Traffic, Conversions, or Engagement.
Perhaps give your campaign a name – Call Test Campaign and click Next. Now select your Facebook page and your targeting options at the "Ad Set" level. If you can't use data from your CRM or customer lists, select your location, be as specific as possible and add as much interests and demographic details as possible below the location target until the targeting represents your target audience.
Select your daily budget under "Budget & Schedule". Perhaps start with a low amount, around $ 3, and increase it once you're satisfied that your ad and targeting are working well.
Make sure you are happy with all of the settings for your ad set and click Next to go to Ad Settings. Make sure to select your Facebook page and upload pictures or videos to be used as the medium for your ad.
Scroll down to Text & Links and click Add Website URL. Add your business url and you should see the option to add a "call to action". Click the "No Button" spot and scroll down. You should see the option to add a "Call Call" button and paste your phone number in the box below.
Call ad tracking
Whether you work for yourself, an agency, or as part of an in-house marketing team, you want to track the effectiveness of your click-to-call ads on each channel.
What can be confusing with Facebook click-to-call ads is that the number of people who clicked the CTA does not necessarily match the number of people who called your business. You have to click at least one more time to place a call. Inbound tracking providers like Ruler Analytics can help you keep track of how many calls have been made and how many have resulted in a sale or conversion.
How to get the most out of click-to-call ads
Knowing how to set up click-to-call ads and keep track of them is one thing, but tweaking them and getting a cheap return on ad spend is another bowl of fish.
As with practically anything in digital marketing, try to break up your ads. Change one thing or variable in your ad, be it the CTA or the medium, and then compare the results. Remember, you will need a few impressions, clicks, and conversions to collect enough data for the tests to be statistically significant. Refine your ads further by specifying what works best and what doesn't.
Target different times
All forms of advertising behave differently depending on the time of day. This is especially true for click-to-call ads. Try different times of the day and see which one works best. Lunch breaks and the early evening could be an excellent starting point.
Use different media
Try different images, different videos, and different ad formats. Test and refine further. First, take a look at the competitor's ads. This YouTube video has some useful tips on how to get the most out of the Facebook ad library.
Use different audiences
The ability to target people based on their interest, location, and demographic details is what makes Facebook ads so powerful. Also, research similar audiences and remarketing audiences. As always, test your campaigns against the same ads and different audiences to understand which are performing the best, and then see why.