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In an email to AdWords users on Friday, Google announced that "all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number." The announcement did not say exactly when this change will take place, but I assume it's already live and being tested in some areas.
The update means that if you have a phone number in your PPC ad copy on Google Search or on the Display Network, it could look something like this:
When you click the phone number, it will automatically start dialing if you're on your mobile phone. Also, you will be charged the normal cost-per-click (CPC) whether the phone number is clicked or the title of the ad in general is clicked.
Click-to-call is nothing new. Google has had Call Extensions for some time now, which allow you to add a phone number to your PPC ad as an additional line of text. You can implement Call Extensions at the adgroup level. Google will create a unique phone number for each Call Extension created, which then forwards to your business' phone number. Metrics are then provided at the campaign, adgroup, or keyword level, adding a new dynamic to PPC optimization and reporting.
Friday's announcement is interesting because it essentially gives all AdWords users access to Call Extension metrics, regardless of whether or not they are opted in to the actual Call Extension program.
What does this mean for marketers?
Businesses, especially local ones and those with inside sales teams or call centers, can now make it easy for mobile users who come across their ads to contact them on the go. Previously, if a phone number was included in an ad without using the Call Extension program, users were unable to click on the number to dial, resulting in a frustrating user experience. Also, now every time a number is clicked and called from marketers' AdWords PPC ads, they will be able to track multiple metrics and test many ad variations and elements (think geolocation, etc.).
Mobile marketing is a new focal point for many companies in 2011. There are tons of mobile marketing services and vendors sprouting up all over the place. Before you jump in too deep, make sure you have your mobile marketing bases covered.
Some people may argue that any changes Google AdWords typically makes just makes it easier for them to take your money. However, this change also makes it easier for prospects and leads to call you. It also removes the added complexity of setting up AdWords Call Extensions. And the added bonus of tracking phone calls made from your ads makes it possible to track online to offline activity to some degree.
Have you used AdWords Call Extensions or other pay-per-call programs? Share your experiences with us!
New Data: More than Talk - Action in Mobile Marketing