案例拆解：如何通过Google Ads 推广 Pay Per Call 机票offer

这是一个通过Google Ads 推广 Pay Per Call 机票offer的详细案例拆解，帮助你学习 google 广告推广 Pay Per Call 策略。

原标题：Сase study on running Flight Booking Pay Per Call offers through Google Ads

The term “Flight Booking” itself refers to the services provided such as International/Domestic Flight Booking, changes and cancellation. This offer is applicable only to the customers calling from the US.

Offer Details:

As you can see from the above screenshot , this offer has a bundle which means two or more advertisers are grouped under one offer and so, if any of the advertisers are busy with calls then your call will be re-routed to the other advertiser whoever is available.

Payout is $18 for a target call which is over 60 seconds.This means the customer who is looking for the services provided by the advertiser has to stay connected with the advertiser for at least 60 seconds. After that the call is qualified to be billed in 7 days automatically and the affiliate can withdraw funds. Higher and faster payouts are possible for top affiliates.

The hours of operation of the advertiser are as follows: All week 07.30 am – 1.30 am EST (18 hours every day). This should be noted by the affiliates to modify their ad campaign timings so they won’t send calls during the Non-Working hours.

The allowed traffic sources are SEO, Paid Search, Native/Display, Social Media. But in this article we will only discuss the most familiar traffic source which is Google Ads.

Google Ads:
Here we will discuss Google paid Ads in more detail. This ad is classified into two types. They are:

• Call only Ads
• Traditional Ads

Call only Ads:
Call only Ads are nothing but the search result that appears with the phone number and the customer clicks on it and makes a call directly from their cellular device from which they are browsing. This ad is not available for desktop users.

This type of ad can generate a large volume of calls but it is hard to get approved in Google.

Traditional Ads:
Unlike Call only Ads these Traditional Ads are a little different. When customers search for the information, the search results will look something similar to the screenshot provided below, where customers click on the link and they are redirected to the landing page, where they will find all information, and if they are interested they will call on to the rented number that is displayed on the landing page.

To run this type of Ad it is more important to create a landing page that is more presentable. It’s important because the quality of the landing page affects conversion rate to calls. Still affiliates can face issues with getting their campaigns approved.

So, now let’s review two types of flight booking campaigns: Generic and Airline specific.

Generic Ads and Websites:
Generic campaign has keywords related to general flight booking, without mentioning specific airline. Some of the keywords are mentioned below:

Flight booking, Domestic flights, Flight tickets prices, Cheap air tickets, International flight tickets, Last minute flights, How to book a flight, How to book cheap flights, Best way to book flights, book a flight from “xxx” to “yyy”.

Generic ads have USPs about low cost flights, discounts, number of destinations and airlines. You can see examples of ads below:

When the customers click on this link they are redirected to the generic landing page and fill in the travel information and either book online or call the toll free number. For customers who book tickets online, affiliates need to set up different affiliate programs as Marketcall works only on a Pay Per Call basis now. Below there are the sample screenshots of the generic websites:

Affiliates can use pop up windows and banners on their simple travel landing pages and include the rented phone number for the customer to call to the advertiser directly. Samples are provided below:

Airline specific Ads and Website:

Unlike generic Ads the airline specific is much easier and targeted to the customers.

Airline specific keywords are the keywords which have the airline’s name mentioned.
Delta, American Airlines, Southwest, United airlines, Frontier, Spirit + Customer service, Bookings, Changes, Cancellations, Phone number.

The Name of the airline + the services makes one keyword. For example, “Delta customer service” is a keyword that can be used if the affiliate has the Landing page for that specific airline. This way the affiliate can avoid non qualified calls from the customers who are looking for different airlines.

The customer specifies the airline in the search and gets the search result similar to the following screenshots:

And the corresponding landing pages are provided below. Affiliates can create a landing page for the specific airline and put a rented number on display for the customer to call to the number for the services provided.

General Advice:

• It’s always better to use subdomain websites for easy approval from Google.
• Use Old google ad accounts for higher approval rates.
• Use one keyword for every Ad group to learn what keyword works well with your campaign and then you can make changes.
• Listen to your call recordings and adjust the keywords accordingly.
• Set up a campaign for no more than $50 per day to prevent loss and to have enough time to understand the traffic coming through and modify the campaign.
• Keep CPC< $1 to invest wisely and to get a better conversion rate.
• Track the percentage of Qualified call conversion in the dashboard and if it’s less than 12% then probably the campaign is running on loss. Our top affiliates have conversion rates in the range of 15-25%.
• Listen to non qualified calls and appeal the good ones to be billable. This provides higher EPC (earnings per call) to the affiliates than in other affiliate networks.