Google AdWords: ‘Call Only’ Ads Now Available for Mobile Marketers

05 March 2015

Marketers who use Google AdWords to attract mobile customers now have a new tool at their disposal, according to Greg Finn at Search Engine Land. The ‘call only’ ad unit is ideal for brands that want to attract telephone calls from their potential clients or customers, and it could simplify the process of setting up a phone-call conversion.

According to Google, 70% of mobile searchers call a business directly from search results, so making it easier for customers to make that call certainly sounds promising. With a phone number and a call to action being prominently displayed, ‘call only’ ads could increase conversions and streamline the process of getting calls directly as a result of AdWords advertising.

In the past, mobile marketers could use a call extension to achieve the same thing, however it was a more complicated process that many advertisers struggled with. The new functionality is made available to marketers during the process of creating a mobile ad, and it is achieved by a simple drop-down box selection.

These AdWords ads still require thought, testing and planning. Choosing the correct headline copy, image and text is as important as ever if you are to achieve clicks, and the better and more focused these elements are, the more likely the customers who click to call will be highly targeted and relevant to the business. On an interface where advertisers are charged per click, it is really important that the ads are carefully designed to minimise costly calls from people who have misunderstood the purpose of the ad, or who are not in a position to buy. Similarly, careful targeting is a vital aspect of placing any PPC ad, regardless of the conversion type.

‘Call only’ mobile ads can be managed through Enhanced Campaigns in Google AdWords. As well as the ad copy, you will need to input a relevant URL and phone call tracking. Even though users are unable to click through to the website with this type of ad, the URL is necessary for transparency and to build trust, so that they can see which website they are dealing with.