You may already be aware of Google’s effort to include location-specific business phone numbers in ads that appear on mobile devices with a full internet browser. In fact, you may even be wondering when this function will be available to you. Well, the wait is over – Google has officially announced the launch of clickable local phone numbers in mobile ads for users without full Internet browser access. The cost of a click to call your business will be the same as the cost of a click to visit your website. Activating the functionality is as easy as a visit to your AdWords set up.
Quite often, people using their mobile devices to search for goods or services are also interested in calling the advertiser directly to get additional info or to have questions answered. It seems Google’s development of clickable local phone numbers was an inevitable step in the progression of mobile search.
Now, with the inclusion of clickable local phone numbers, potential customers searching Google via their mobile devices will see the phone number of the store location nearest to them. Users are then connected directly to brick and mortar locations simply through a paid search ad, making their journey in the purchase funnel that much closer to ending at the advertiser’s location.
As mentioned by Paul Feng, Google’s Group Product Manager for Mobile Ads, “the local number provides additional ’credibility‘ or ’confidence‘ and the user is more inclined to click or call. The phone number also visually stands out in the way that the location line does on traditional PC ads.” Advertisers will thus have a leg up on the competition when potential customers have direct access to phone lines set up to schedule consultations.
It is important to note, however, that this feature will only be available on high-end mobile handsets with full HTML browsers. Even with these limitations there are also opportunities. Activating this feature is a simple two step process in AdWords.
Once advertisers have opted in, they will benefit from this feature’s tracking capabilities. AdWords allows its advertisers to track how many calls they receive via the clickable local phone numbers. They are able to easily measure the results of this specific effort and determine its success.
The beta run of Google’s introduction of clickable local phone numbers in mobile ads has proven to be a great asset. In fact, advertisers who participated in the beta have seen improved click through rates. They also received increased visits to their websites as well as incremental phone calls.
Leave it up to Google the make it as easy as a click from your mobile phone.
Article by Jamie Jones
February 22nd, 2012 at 5:44 pm
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