Inserting click-to-call phone numbers in local ads on mobile devices

Google has unveiled a mobile feature that allows advertisers to add a clickable local phone number to mobile paid search ads.

Companies can make it easier for their potential customers to reach out to them by adding a location-specific business phone number in ads that appear on mobile devices with full Internet browsers.

Users can click the number to call just as easily as clicking to visit websites. And, since ads can be served based on user location, a potential customer will see -- and can click to call -- the phone number of your store location that’s nearest to them, not one that’s across town.

Google stated that this new feature also makes it easier to fully measure the results of ads by allowing users of this service to track how many calls one can actually receive.

Significantly, the company also claimed that advertisers who participated in the beta trial have seen improved click-through rates. Plus, many advertisers received more visits to their websites in addition to incremental phone calls.

The two-step process to show a click-to-call business phone number in ads on mobile devices with full Internet browsers requires AdWords advertisers to set up a local extension to add a business phone number and check that you chose to show the ad. From there, customers can click to call the business from the ad. If your campaigns are already set up this way, the phone numbers will display automatically.

According to a report filed by Mediapost.com, mobile phones running Google's Android or Apple's operating system support the ad service. AdWords recently added a feature that allows advertisers to specify the type of phone to run the paid-search ad.

Google will charge the same for click-to-call ads as the cost for a click to visit the business’ website, Paul Feng, Google group product manager for Mobile Ads, said, according to mediapost.com. The advertisers’ bid remains unchanged. Advertisers make one cost-per-click (CPC) bid for calls and clicks to the website.

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