Google has introduced the new “Click-to-call” enhancement to their AdWords Pay-Per-Click program by sending an email to Google AdWords advertisers today.
This Click-to-call enhancement will help your mobile users connect to your business more easily. Now mobile user will be able to call you directly from the Google search page by clicking the phone number displayed on the AdWords ad without even visiting your lending page. This eliminates an extra step need to a mobile user to get you website before finding your business phone number and at the same time makes the content of the AdWords ad to be very important in selecting an a business to call.
All none-clickable phone numbers placed in the AdWords ad will be automatically converted into a Click-to-Call number. So basically if you already had phone number in your ad the probably nothing needs to be done.
Google also will not allow to insert the clickable phone number into the ad headline. Advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad.
A new “Click-type” option under the Segment drop down will allow filter reports based on the Click type and to review clicks that were associated with the Click-to-call feature.
Google also made following recommendations for featuring a phone number. “You can simply leave your phone number in your ad text and benefit from this change which will automatically make your phone numbers clickable and enable users to call you. However, to get the most value from click-to-call, we recommend that you remove your phone number from your ad creative and create a Call Extension with your phone number directly. This has several benefits. With a manually created Call Extension your number will appear as an additional line of ad text which frees up space in your ad creative for other promotion. In addition, when you create a Call Extension, your phone number appears on a separate line in the ad, and you’re able to take advantage of other powerful enhancements such as Vanity Numbers, Call-only and Call Metrics reporting.”