Google send out notification to Certified Adwords Specialists about upcoming changes that impact Pay-Per-Click ads that utilize phone numbers on mobile devices.
This information is very important for dealers who have been using PPC ads for Mobile Devices. If you are not targeting mobile devices, this is a reminder and wakeup call. You should be testing mobile ads as well as mobile RETARGETING. (Very cool)
Clickable Phone Numbers on Ads
The point is that Google is making mobile Ads more effective by adding a clickable phone number as part of the ad. This is a win for the consumer and the advertiser who believes that targeting mobile shoppers is a smart investment.
Once gain, Google is on a roll and continually adding new ways to monetize their platform. Is your vendor keeping you up to date with the latest opportunities in search marketing?
This is a great reason why this forum is a great place to stay ahead of your competition. Stay tuned, every week there is another great suggestion by bloggers on this forum.
Google's Official Letter
Dear AdWords Advertiser,
If you currently have a phone number in your ad text or have plans to start adding your phone number in an ad, this is an important notice that in the coming weeks, we will be launching a new enhancement to AdWords ads that will impact charges on clicks to these numbers.
To help our mobile users connect more easily with advertisers, all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number. Currently when advertisers enter a phone number directly into their ad text instead of using Call Extensions, the phone number is not clickable and will not generate a call. This can be a frustrating experience for mobile users who attempt to initiate a call to this phone number.
The new Click-to-call enhancement
ensures that all phone numbers shown in AdWords ads are clickable and allows users to easily place calls from their mobile device. If your ad text includes a phone number, you will begin to receive clicks and calls on this number once the enhancement is enabled in your account. As with phone calls placed via a Call Extension, you will be charged for clicks on your phone number that result in a call.
Please note that AdWords policy does not allow for phone numbers to be inserted into ad headlines. As with all Click-to-call ads, advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad. Please see below for additional information regarding this change.
Which phone number shows?
If you are currently using both Call Extensions and a phone number in your ad creative, only the newly clickable phone number in your ad creative will show. This is designed to help reduce user confusion from seeing two potentially different numbers. If you would like your Call Extension number to display, simply delete all phone numbers from your existing ad text by following these steps. You'll also receive an additional line of ad text displaying your phone number if the Call Extension is used.
You'll be able to review how many calls you receive on the clickable phone number listed in your ad text for each campaign, ad group, keyword and ad on the "Campaigns" tab in your AdWords account. Just select the "Click-type" option under the "Segment" drop down and view your report. Please note that since these are not calls generated from a Call Extension, they will not be reported in the Extensions tab reports.
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.
Keep Up WIth Search Marketing Changes
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Brian Pasch, CEO
PCG Digital Marketing
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