If your goal is to simplify the process for customers to contact your business, you likely utilize click-to-call ads in your paid search campaigns. This type of ad is effective because it enables mobile users to call your business with just one click. However, you may not be aware that Facebook offers a similar feature called “Call Now” that allows users to call your business directly from your Facebook ad. To optimize your marketing budget, it is important to understand everything about Facebook Call Now ads.
What Are Facebook Click-to-Call Ads?
Facebook click-to-call ads, also known as “Call Now” ads, are a type of Facebook advertising format that allows users to call a business directly from the ad with just one click. When a user clicks on the “Call Now” button in the ad, their phone will automatically dial the business’s phone number, making it easy for them to connect with the business without having to navigate to the website or search for the phone number.
Click-to-call ads are particularly effective for businesses that rely on phone calls as a primary method of communication, such as service-based businesses, restaurants, and retail stores. By using click-to-call ads, businesses can increase the likelihood of potential customers contacting them, which can lead to more leads and sales.
How to Set up Facebook Click-to-Call Ads
1. To begin, open the Facebook Ad Manager app on your device, create a new campaign, and select ‘Reach’ as your campaign objective.
2. Make the necessary adjustments to the targeting at the ‘Ad Set’ level, and then proceed with the flow. Under ‘Placements’, make sure you select all mobile ad placements (as people cant call you from their desktop).
3. At this point, you will create your ad as you normally would; however, under the ‘Reach’ campaign objective, you have the option to add a URL to your post; doing so will also open up the buttons labeled ‘Call to Action.’ In this section, you will need to select “Call” and enter the phone number for your company.
Now, when users are served your advertisement in their mobile feed on Facebook and/or Instagram, they will be able to directly call your business in just a couple of taps. This functionality will be available on both platforms. This is a fantastic idea for companies that are aware that they are able to make the most sales by directly interacting with customers over the phone.
What Are the Benefits of Facebook Click-to-Call Ads?
Facebook click-to-call ads offer several benefits to businesses that are looking to connect with potential customers. Here are some of the key benefits:
Increased Convenience for Users: By offering a one-click solution for users to call a business, click-to-call ads provide a high level of convenience. Instead of having to navigate to the business’s website or search for contact information, users can quickly and easily connect with the business directly from the ad.
Higher Conversion Rates: Click-to-call ads have been shown to have higher conversion rates compared to other types of Facebook ads. This is because the ads make it easy for users to take immediate action and connect with the business, which can lead to more leads and sales.
Improved ROI: By increasing the likelihood of users contacting a business, click-to-call ads can lead to a higher return on investment (ROI) for businesses. This is particularly true for businesses that rely on phone calls as a primary method of communication, as click-to-call ads can help to increase the volume of calls received.
More Accurate Tracking: Click-to-call ads provide businesses with more accurate tracking data compared to traditional phone calls. By tracking the number of clicks on the “Call Now” button, businesses can gain insights into the effectiveness of their ads and make necessary adjustments to improve performance.
Targeted Advertising: Facebook click-to-call ads allow businesses to target specific audiences based on demographics, interests, behaviors, and more. This helps businesses to reach the right people with their ads and increase the likelihood of generating leads and sales.
Overall, Facebook click-to-call ads provide businesses with a powerful tool to connect with potential customers and increase the effectiveness of their advertising efforts.
Are Facebook Call Now Ads Just for Local Businesses?
Facebook Call Now ads are not just for local businesses. While these ads can be particularly effective for businesses that serve a local area, such as restaurants or service-based businesses, they can be used by any business that wants to connect with potential customers through phone calls.
For example, national or international businesses can use Call Now ads to provide a direct line of communication with their customers, regardless of where they are located. This can be particularly useful for businesses that offer customer support services or sales assistance over the phone.
Moreover, businesses in industries such as healthcare or finance, which may not have a physical location, can still benefit from Call Now ads. These ads can help these businesses to connect with potential customers who are looking for advice or assistance and want to speak with a professional directly.
In summary, while Facebook Call Now ads can be particularly effective for local businesses, any business that wants to increase the likelihood of receiving phone calls from potential customers can benefit from using this ad format.
Is “Call Now” the Only Way to Drive Calls from Facebook?
“Call Now” is not the only way to drive calls from Facebook. While click-to-call ads using the “Call Now” button are a popular and effective method for driving calls, there are other ways to encourage users to call your business through Facebook.
- For example, businesses can include their phone number in their Facebook profile or in the ad copy, encouraging users to call them directly. Additionally, businesses can use Facebook Messenger to communicate with users and encourage them to call the business.
- Another way to drive calls from Facebook is to include a call-to-action (CTA) in the ad copy that encourages users to call the business. This can be particularly effective for businesses that want to provide more information to potential customers before they call, such as a healthcare provider that wants to explain their services or a financial advisor that wants to provide information on investment options.
Overall, while “Call Now” ads are an effective way to drive calls from Facebook, businesses can use a variety of strategies to encourage users to call them directly. The key is to provide a clear call-to-action that encourages users to take the desired action, whether that is calling the business directly or using another communication channel such as Facebook Messenger.
How to Measure the Effectiveness of Your Click to Call Ads on Facebook?
Measuring the effectiveness of your click-to-call ads on Facebook is essential to ensure that you are getting a good return on investment (ROI) and to identify areas where you can improve your ad performance. Here are some key metrics and methods for measuring the effectiveness of your click-to-call ads on Facebook:
- Call Metrics: One of the most important metrics to track is the number of calls generated by your ad. You can use Facebook’s Call Insights feature to track the number of calls your ad generates and the duration of those calls. This can help you understand how many calls are being generated, how long users are staying on the call, and whether the calls are resulting in sales or conversions.
- Click-Through Rate (CTR): Click-through rate measures the percentage of users who clicked on your ad after seeing it. This metric can help you understand how engaging your ad is and how well it is resonating with your target audience.
- Conversion Rate: Conversion rate measures the percentage of users who took a desired action after clicking on your ad, such as making a purchase or filling out a form. By tracking your conversion rate, you can understand how effective your ad is at driving specific actions.
- Cost Per Conversion: Cost per conversion measures the amount of money it takes to generate a single conversion, such as a phone call or lead. By tracking your cost per conversion, you can understand how efficiently your ad is converting users into customers.
- A/B Testing: A/B testing involves running two versions of an ad simultaneously and measuring their performance against each other. By testing different ad formats, targeting options, and creative elements, you can identify which strategies are most effective for driving calls and conversions.
Overall, measuring the effectiveness of your click-to-call ads on Facebook requires a combination of tracking metrics and strategic testing. By regularly monitoring your ad performance and making necessary adjustments, you can ensure that your ads are driving the desired results for your business.
As was mentioned, when you employ this strategy, Facebook won’t necessarily optimize the delivery of your advertisement to people who are likely to call you, but it will optimize for the maximum possible reach instead. Take this into consideration as you work to improve the targeting of your advertisements.