Click-to-Call in Ads on Mobile Devices with Google AdWords
This just in, Google just sent their advertisers a note announcing the launch of click-to-call in ads on mobile devices, an additional advertising feature in their “Sponsored Ads” platform: Google AdWords. But what does this mean for local businesses?
With the move toward using interactive media devices like the iPhone or Droid, consumers are starting to learn how to use mobile devices on the go; and where there’s a demand, there’s an opportunity. Mobile Search has been around for awhile, but it wasn’t until recently that we started to see Blackberry’s appear as browsers in our Google Analytics reports. It’s clear to see the business case for upgrading the advertising features to accommodate the demand for better mobile advertising solutions.
What is Click-to-Call?
Companies such as RingCentral.com and IfByPhone.com have offered this tool for several years now in the form of an object or “widget” that resides on your website. Here’s how it works: The visitor lands on your webpage and identifies the click-to-call feature. After entering their phone number into the appropriate field, the system then calls their phone number while simultaneously calling the business who is paying for the click-to-call service. See the screenshot below from clicktocall.com:
Google’s Click-to-Call in Mobile
According to the Google, “based on the customer’s geographic location, the phone number and closest business address will appear as a fifth line of ad text when the ad appears on mobile devices with full HTML browsers (e.g. iPhone, Android, Palm WebOS).” Since the user is on a mobile device, the technology no longer requires that they enter their information. The user will quite literally “click to call”. Most cell phones today offer the ability to call a number that appears in a text message simply by clicking on the number when it’s highlighted, so it’s not too different with the exception of the ad tracking.
Tracking Google Mobile Ads Calls
From what we’ve been told, “at launch, you’ll be able to view calls from your ads on your Campaign Summary page within AdWords from the “click type” segment option under the “Filter and Views” drop down.” Definitely worthy of a test, and most-definitely an exciting enhancement to the AdWords product.
The next topic people will be discussing is how this service can evolve into a CPL campaign so we can ultimately move away from PPC and start paying for performance. That’s yet to be announced, but keep your fingers crossed!
The Official Email
Coming Soon: Click-to-Call in Ads on Mobile Devices with Google AdWords
Dear AdWords Advertiser,
We’re pleased to announce that beginning in January, your location-specific business phone number will display alongside your destination url in ads that appear on high-end mobile devices. Users will be able to click-to-call your business just as easily as they click to visit your website. You’ll be charged for clicks to call, same as you are for clicks to visit your website.
How will phone numbers appear in my ads?
Based on the customer’s geographic location, the phone number and closest business address will appear as a fifth line of ad text when the ad appears on mobile devices with full HTML browsers (e.g. iPhone, Android, Palm WebOS).Where will I be able to see the results?
At launch, you’ll be able to view calls from your ads on your Campaign Summary page within AdWords from the “click type” segment option under the “Filter and Views” drop down.How will I be charged for phone calls I get from my ad?
The cost of a click to call your business will be the same as the cost of a click to visit your website.What actions should I take?
If you’d like your ads to show location-specific phone numbers when displayed on mobile devices, make sure that your campaign is targeting iPhones and other mobile devices with full HTML browsers, and that you have included phone numbers with your business addresses in the locations under your Campaign settings.If you would prefer your ads not show phone numbers, simply remove the phone number from the business listings included in your campaigns targeting mobile devices.
We hope this new feature enables you to connect more easily with your potential customers. If you have any questions or feedback, please email us at ctc-feedback@google.com.
Sincerely,
The Google AdWords TeamGoogle Inc.
1600 Amphitheatre Parkway
Mountain View, CA 94043You have received this mandatory service announcement to update you about important changes to your AdWords product or account.
