INTERNET ADVERTS LEADER Google has enabled a “click-to-call” service in AdWords on mobile smartphones so users can call numbers in mobile ads, according to a blog post.
In an handy Youtube tutorial called Mobile [Ad]itude (*groan*), Meredith Papp from the Google Mobile Ads team discussed the new feature:
“We’re launching click-to-call phone numbers on ads that appear on mobile devices with full Internet browsers. For advertisers, this means that users who search on Google will be able to click-to-call your business right from your ad, just like they can click to visit your website.”
Papp continued, “Advertisers who participated on our beta trial saw really great results ranging from five to 30 per cent increases in their click-through rates.”
Advertisers can also check the results by selecting the filter and view drop down menu on the campaigns page, choose segment by click type and call data will appear below.
Click-to-call is far from a new idea for Google as it launched the service for Google Maps way back in 2006. But Google claimed that project was just an experiment.
Perhaps Google had a long term plan all along and was simply testing the methodology, knowing that mobile advertising would become such an exponentially lucrative marketplace in 2010 for its forthcoming mobile communications business. But we doubt that. µ