All Phone Numbers In Mobile AdWords To Become Clickable

Google has long supported phone extensions, which allow advertisers to include clickable phone numbers in AdWords when they appear on mobile devices. Now, phone numbers in other parts of the ad creative will be clickable, as well, essentially creating phone extensions from ads that don’t necessarily have them activated.

The company announced the change  in a blog post Monday.

Clicks on a phone number in an ad will be charged at the same rate as a click to the web site. Advertisers will be able to segment their reports by click type. However, only phone extensions users can use vanity numbers, call-only creatives and call metrics reporting.

The change will be rolling out over time.

Related Topics: Channel: SEM | Google: AdWords | Google: Mobile

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  • http://www.eSocialMedia.com ESM

    I’m amazed Google did not tap into this revenue stream far sooner.
    Any ideas why they held of for so long?

    This was one of the best ways for advertisers to achieve low cost conversions at the expense of a lower CTR. Now that phone numbers become part of the CTR, advertisers will have to pay, but also may see better CPC. CPL performance. One thing is for sure, we won’t have to toggle phone number ads on and off in order to balance out our CTR and quality scores.

    Publishers will love this!
    Nothing erodes profits like a bunch of 1-800 adwords ads with no clicks on your website.

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