Google extends click-to-call search engine marketing format to content network

Google has announced that it will extend click-to-call phone numbers in AdWords to mobile content and apps on the Google Content Network.

The click-to-call PPC ad format for mobile devices was introduced by Google at the beginning of 2010 and has developed rapidly since then. Originally the format was only available for AdWords campaigns run by local advertisers and would only appear in search results. In March, Google extended the feature to national advertisers by complementing the ‘local extensions’ feature with the more versatile ‘phone extensions’ feature.

Now Google says it will open up search engine marketing to mobile devices via the AdWords system even further.

At the Google I/O conference, the company announced that advertisers will be able to run campaigns with click-to-call PPC ads for mobile devices outside of the search results page. On mobile devices with full internet browsers, the click-to-call adverts will appear as animated banner text adverts with a ‘call’ button that users can click.

According to Miles Johnson of Google’s Inside Adwords crew, advertisers will now be able to reach potential customers when they are visiting online news providers, playing downloaded games or “checking sports scores”.

“As those you who already use click-to-call search ads may know, providing a calling option can help you drive more qualified leads and conversions as callers are often more ready to make a purchase,” says Johnson. “Adding a phone number to your ads can also give your business more credibility, resulting in higher click-through rates and increases in both calls and visits to your website.”