Google’s Click-to-Call Advertising Goes National

When you’re Googling for something on your phone and hit sponsored results, it’s best if you can click that ad to find out more information as seamlessly as possible. For Google, they make more money when you click, so adding features to encourage clicking makes...

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When you’re Googling for something on your phone and hit sponsored results, it’s best if you can click that ad to find out more information as seamlessly as possible. For Google, they make more money when you click, so adding features to encourage clicking makes sense for their business. The trick is making the user want to click and also making that click qualified and worthwhile for the advertiser.

Keeping that in mind, Google recently released a “Click-to-Call” feature where advertisers could put a phone number or prompt in their ads that a user could literally click to call. However, the feature was limited to local advertisers only, which limited its growth on a national scale. According to a Google spokesperson, on average, advertisers who participated in the original Click-to-Call beta saw very positive results, ranging from a 5 to 30 % increase in click-through rates.

Yesterday, Google announced that they’ve expanded click-to-call phone numbers for national advertisers. For the types of larger businesses that run call centers, this makes the feature usable. Google’s latest Mobile Blog post gives the example of searching for travel services and being able to click-to-call directly to a travel agent.

The feature works on iPhone, Android and Palm Pre devices. If you’re an advertiser and want to add a click-to-call phone number to a Google mobile ad, this post on the Google AdWords blog explains how to set one up.

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4 comments

  1. Earl Brown

    Lots of advantages to connecting with prospects who call you, the main one being customer engagment. Way better conversions.

    Earl Brown
    ValueLeads Pay Per Call

    PS – Ring Revenue (above) is the best in the business.

  2. click to call me

    Click to call service is one effective tool to create high response rate from customers.Therefore it can generate additional sales.

  3. Jason Spievak

    To the point in the comment above, there actually are pay-per-call programs that present great opportunities for smaller businesses in the mobile ad space. Advertisers large and small can use these platforms to include unique phone numbers in mobile ads, track attribution and success, and open the door for their publisher partners to help drive highly qualified leads as well. As for Google’s news, it’s exciting to see opportunities expanding in this space. There’s a real need here – credibility and flexibility for the customer are just the beginning. In most cases a call delivers more value than a click, with personalization and upsell capabilities translating into higher conversion rates. Advertisers can’t lose with phone numbers: customers get the experience they want, and advertisers get the revenue boost they need.
    -Jason Spievak, CEO, RingRevenue

  4. Steve

    Apple is disallowing any advertising related apps on its iPhone app store. How will Apple keep this Google feature from working on iPhones if the user goes through the browser? Is click to call now another ad feature that will be dominated by a few major search engines, preventing smaller businesses from participating in the mobile advertising services market?

Comments are closed.