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  1. #1
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    Call-Only Mobile Click Abandonment

    I'm a long time, grumpy Google Adword's user. Never feel like I am getting close to my money's worth, or that Google provides me with tools to really assess what is going on. The "grassy knoller" in me thinks Google keeps it vague and complex for a reason.

    So in response to my whining about my inability to assess campaign effectiveness, and the fact that the majority of my conversions are calls, Google suggested a call-only campaign. So we did that - set up a click-only campaign.

    After some weeks now I am now seeing that over 1/2 of the clicks are in fact abandoned. Since I get the click, of course, I get charged, and it seems puzzling that folks would click the ad, then decide they don't want to call after all.

    Google doesn't really offer me much help on this. Any one have any ideas?

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  3. #2
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    Re: Call-Only Mobile Click Abandonment

    Hi Stan,

    We have some Adwords pros here for sure. Joy in particular. Hopefully they'll weigh in today or tomorrow when they see this.

    I'll Tweet this in the AM to ensure you get some feedback from those in the know.
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

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    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

  4. #3
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    Re: Call-Only Mobile Click Abandonment

    Hi Stan,

    A lot of those can be "accidental" clicks. The user can be scrolling and "accidentally" click on your phone number.

    I would recommend utilizing the Search terms report at the ad group level and dig deeper to find keywords that aren't performing well.
    Lets Connect: Google+ | Twitter
    My Company: RicketyRoo Inc

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    Re: Call-Only Mobile Click Abandonment

    Thanks Linda. Your the best!

  6. #5
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    Re: Call-Only Mobile Click Abandonment

    Two possible reasons for the abandonment.

    If your business is operating in an area with multiple area codes you'll find that many clickers will abandon the call if they see the number that displays doesn't match what they were expecting. For example you show a number with a Chicago area code and the clicker is in the Southwest Suburbs expecting to see a local area code. Click abandoned.

    2) Click fraud. Your competitors are clicking your ads but not following through with the call. You can set up a click fraud monitoring service (We use PPC-Pal for $30/mo.)
    and hope to block the IP's of your overzealous competition. On mobile it's tough because the phone ips change so easily but the small investment is still worth for the times it does work.

    My two cents and I'm in agreement with your outlook on Adwords, maddening.

  7. #6
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    Re: Call-Only Mobile Click Abandonment

    Google really should have a way to tell if the call connects or not and only charge you if you speak to the person or they hit an answering machine.
    Tutelary Marketing, Owner
    Local Listing Ninja - Business Listing Service
    Local Listing Ninja Reviews - Check Out Our 100+ 5 Star Reviews!

  8. #7
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    Re: Call-Only Mobile Click Abandonment

    Edit: thought this was a different thread and we were talking about something else. I agree with Joshua, if they're going to measure whether or not the call connects, seems like they shouldn't be charging for those that abandon after clicking.

  9. #8
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    Re: Call-Only Mobile Click Abandonment

    Such wishful thinking. In many emergency-type businesses they're getting clicked 2 - 5 times by the same caller. Price checkers, people who forgot who they called, etc. It's always easier to hit click-to-call in the results than try to figure out if that number in your call log is the company you thought sounded best. I'm quite sure Google is well aware of this but until they have any serious competition why would they not charge for each and every click. Part of doing business with them. and yes it still works well for many companies. And no, I'm not bitter much. And yes their complexity helps me make a living. and no I don't usually rant like this til the fourth glass of vino. and yes I know it's only Wednesday. Rough week so far. forgive me.

  10. #9
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    Re: Call-Only Mobile Click Abandonment

    I see a very low percentage of abandons on calls if the campaign is set up properly. It's hard to diagnose without seeing the account but can you answer these questions:

    1. Are they call-only ads or just calls from the call extension?
    2. Can you try using a 3rd party like CallRail to record the calls to see what's going on?
    3. Are you opted into the Display Network by any chance?
    4. What match types are on your keywords?
    5. Can you list a few of the keywords?
    6. What are the advanced location settings set at?

    I'd be happy to peek at your AdWords account if you want to PM me your client ID# and I can link to it.
    Joy Hawkins
    Owner of Sterling Sky
    Author of The Expert's Guide to Local SEO [, a 260+ page training manual that is updated monthly and contains advanced tips and tactics for Local SEO that actually work and drive results.

  11. #10
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    Re: Call-Only Mobile Click Abandonment

    Hi Joy, thanks for the well laid out response. I just started typing with a head of steam while thinking about things I've seen with different adwords accounts, and hit send.

    So I don't have a specific account to take a look at (Though it woud be great to get an expert's eyeballs on a couple I'm dealing with) but I think the click abandonment can be unavoidable if you're dealing with a combination tire-kicking + emergency service type business. Think towing, emergency garage door or plumbing repair.

    If the person who answers the call isn't closing hard from the get go or what they say on the phone doesn't match the offer within the ad or they don't show up when they say they're going to, multiple clicks from the same person are coming.

    It's more evident in companies that are trying to dominate the search results, if you're in the first position a majority of the time you'll see that we're part of a click-happy world in which many people don't realize those clicks are monetized.

    I'm rambling again, so I'll stop but thanks again for taking the time to respond.

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