Google intros first Advanced Bid Strategy: Call bid adjustments in AdWords

The new "interaction" option can be used to adjust bids to get call extensions to show more or less often in mobile search ads.

Chat with SearchBot

Call Center Ss 1920

Google is adding a bid adjustment in AdWords specifically for calls.

The bid adjustment for calls informs how often call information appears in mobile search ads.

From the announcement:

For example, if you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.

The bid adjustment range is -90 percent to +900 percent.

Note, that this option is only available in campaigns created in accessed from the new AdWords interface. (Update: After we asked about the original language on the help page, Google updated it to clarify that this is available for any campaign in the new interface).  Calls are also listed under “Interactions” in the UI, so it looks like we will see more of these in the future, such as an interaction bid adjustment for location information.

Is AdWords going the way of the airline industry? Is paying to get call extensions shown more often the new get-more-legroom?

Adwords Call Bid Adjustments

Bid adjustments for call extensions is just the latest feature to roll out exclusively in the new AdWords experience.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for search marketers.