Google Improves Click-To-Call Ads With Phone Extensions
March 3, 2010
A little more than a month ago, Google introduced click-to-call phone numbers in local ads on smartphones. Now, the popular program's undergoing an expansion as Google's made it easier for large companies to take advantage of the offering.
A post on the Inside AdWords blog explained today, "[W]e're bringing the same click-to-call benefits to national advertisers through phone extensions. Phone extensions allow you to add a phone number that will be displayed whenever your ad is triggered, regardless of the user's location."
Here's the upshot, then: "This enables customers to connect with your business by phone directly from the ad and can be especially useful if you have a call center to handle customer inquiries."
Advertisers should profit as a result of this development, considering that phone calls are more likely than clicks to lead to purchases. Google looks set to make a lot of money, too, since this move will encourage corporations with big advertising budgets to give click-to-call ads a shot.
Perhaps the only losers will be the companies that don't adapt quickly. They'll risk losing sales to competitors with more eye-catching and actionable ads.
Google Introduces Click-To-Call Numbers In Ads
January 29, 2010
The best ad - from the perspective of both users and advertisers - is often something that will immediately let the two sides connect. Google's taken an intelligent step forward, then, by allowing businesses to include clickable phone numbers in their mobile ads.
This should save people who want to call companies a fair amount of time they might otherwise have to spend navigating a site. It'll also spare some smartphone owners the slight embarrassment of having to copy down a phone number on paper while using their multi-hundred dollar devices.
Google's thought of one other way to make things easy on consumers, too. A post on the Google Mobile Blog explained, "[T]he ads and phone numbers you see are based on your location. So, if a store or restaurant has multiple locations, you'll be calling the nearest one, and not making reservations in some other city."
Finally, let's not forget that advertisers should appreciate this new option. According to Google, participants in beta trial saw improved click-through rates and a more or less overall boom in business.
Given all of these advantages, click-to-call mobile ads are liable to become quite popular in the near future.
Have You Read This?
> Google Gives Mobile Users A Link To Popular Images
Google Gives AdWords Advertisers New Comparison Option
October 30, 2009
Google announced that it is testing a new AdWords feature called AdWords Comparison Ads. These are ads that let users compare multiple offers from the same advertiser that are relevant to the user.
Google says the feature is part of its continuing effort to make ads more relevant and useful to users and help advertisers reach the people who are most interested in their products and services.
"AdWords uses a host of targeting and relevancy signals to determine the best ads for each query. However, sometimes a user's query doesn't provide enough information for us to confidently predict what they want," explains Dan Friedman of Google's Inside AdWords Crew. "Take, for example, users who search for "mortgage." Do they want a new home loan or a refinance? Do they want a fixed rate or an adjustable rate loan? Comparison Ads improves the ad experience on Google.com by letting users specify exactly what they are looking for and helping them quickly compare relevant offers side by side."
If a user clicks a promotion, they are taken to a page with more detailed, sponsored results. There they can choose from the offers listed on the page or refine their search further. If a user finds an offer they like, they can call the advertiser or request a quote.
"If a user requests a quote, Google automatically anonymizes the user's phone number and sends you a unique code that you can use to contact the user," says Friedman. "You only pay if a user calls the phone number on your offer or fills out a form to request a quote."
Google cites speed, transparency, and privacy as the key points of focus with Comparison ads. They show targeted offers in less than a second, they only show real products (meaning no teaser rates, baits or switch offers), and they won't send advertisers any user information.
Have You Read This?
> Google Launches Latest Version of AdWords API
> More "Ads by Google" Across the Web
> Google Gives Local Businesses New Way to Advertise
Google Gives Local Businesses New Way to Advertise
October 6, 2009
Google has introduced a new type of ad for local businesses called Local Listing Ads. They are designed to display when users search for a business in its local area. Google says it's the easiest way to advertise your business to local customers on Google, because they require no maintenance.
The ads just consist of a business name, contact information (with a unique phone number from Google for tracking purposes), and a link. The units will appear on Google.com in local results at the top of the results page, and in Google Maps.
"Unlike Google AdWords, Local Listing Ads require no management of ad creative, keywords, bidding or budget management," the company says. "After you select a standard category that best describes your business, Google determines the cost that ensures the ad is seen by the highest number of people looking for businesses like yours in your location."
Google says local listing ads provide advertisers with:
- Ads shown on Google.com and Google Maps
- A flat monthly fee based on your location and business category
- First 30 days free
- No bid or keyword management
- Free call-tracking, announcing each forwarded customer call ('This caller brought to you by Google')
- Full report on the number of calls, clicks to your ad, requests for driving directions, and clicks to your info window on Google Maps
- The option to cancel your ad at any time
Following is how your ads would look on Google.com and on Google Maps:
According to Google, over 80% of people look to Google for local information, and this is a way to make you listing stand out. The ads are targeted only to people who are near your business.
As an added bonus, so you know when the ad has been effective, Google says you'll hear "this call brought to you by Google" with every call made from your ad.
Payment for Local Listing Ads is a flat monthly fee, which varies by location and business category. Advertisers pay the same each month no matter how many times people click or view your ad. Google says advertisers will be given the chance to confirm the monthly flat fee that is unlikely to change frequently or be notified of the change 30 days in advance via email and your LBC account message.
Local Listing Ads are only being tested right now. For the time being, they're available in San Francisco and San Diego. It's hard to say when they will become available for all.
