Using Numbers in PPC ad text

As you know, creating relevant and effective ad text is probably the most difficult part of setting up and managing a PPC campaign. There are lots of things we can do to help influence conversion rates and perhaps controversially, we can introduce phone numbers into an ad.

Now there have been many discussions over this with various arguments saying that numbers in ad text isn’t allowed and some saying that it is. Some people even say it is a way of avoiding paying for clicks. Not sure of the logic behind that, as if it wasn’t allowed and people were doing that then it would have been banned by now. Believe it or not there are some blogs out there that have a list of common PPC mistakes and one of them is using phone numbers in ad text.

Well this couldn’t be further from the truth. One client has done really well with regard to conversions using this method. Initially trialed for a week it became successful and over a three month period the conversions increased by over 15%. Not bad when you consider the abuse that this tactic has had.

Since this proved successful, this method was introduced to other clients with similar results, so totally destroying people’s theories about how bad phone numbers in ad text are.

So why does this method work so well with certain types of businesses? Well to be honest it tells your potential customers that you are wanting their business and are willing to get it anyway possible. So have you tested phone numbers in ad text? If so, what results have you had? We would love to know.

Adam
PPC Consultant

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