Use AdWords Call Extensions to Help Your Customers Reach You from Their Mobile Phones[ Edited ]
September 2012 - last edited September 2012 by Zee
Even in a business environment where communications and conversions are increasingly executed online, phone traffic remains a vital connection between customer and business.
This is especially true when customers are out and about, searching for a product or service on their mobile phones, because direct communication is only a click away. How, you ask? By leveraging call extensions for your mobile-targeted AdWords campaigns.
Getting Started with Call Extensions
Call extensions allow you to extend your ads with a clickable phone number, making it easy for customers to call you directly. Clicks to your phone number will queue up the number in a phone’s dialer and the user can then complete the call. When a customer clicks the phone number on a mobile device, you'll be charged the same as for a standard click on the ad. To set up call extensions, please follow the steps below:
Sign in to your AdWords account at https://adwords.google.com.
Select the campaign for which you'd like to add call extensions. Make sure your campaign is opted into "Mobile devices with full Internet browsers" under Devices in the Settings tab of the campaign.
Select the Ad extensions tab.
In the upper left-hand corner, select the "Call extensions" view. (You’ll see this on a light gray drop down menu, about a centimeter below the “Ad Groups” tab).
Click the green New extension button.
Enter your business phone number and the country.
Click Save and continue.
Advanced Options: Call Forwarding and Click Types
As you’re going through the setup, you’ll notice that you have the option to either show your own business phone number on mobile devices only or to show a Google forwarding number (a toll-free number that will appear to users instead of your business phone number) on all eligible devices. Using a forwarding number allows for more in-depth reporting, visibility on non-mobile devices, and the option to use Cost-per-phone call (CPP) bidding. Today, we’ll focus our conversation on the standard call extension, which shows the call forwarding number. If you’d like more information about the call forwarding option, check out this article.
The next option you see governs what parts of your ad will be clickable when the call extension is showing on mobile devices. If you'd like only your phone number to be clickable (but not your ad headline, for example) when your ad shows on mobile devices, select "Show only the link to my phone number." Keep in mind that if your campaign is targeting other devices, you may still see headline clicks in your reporting. Ads for which you've selected "Show only the link to my phone number" may get clicks from devices like desktops/laptops, tablets, or iPod Touches, which can't place phone calls. Clicks on ads from these types of devices will send customers to your landing page and you'll be charged for the click on the phone number in the ad. If you choose “Show links both to my website and to my phone number,” users who click on the headline will be directed to your landing page. You’ll want to make sure that your website is mobile-friendly. Not sure if your site passes muster? Check out howtogomo.com to learn more about the power of mobile and how to build an effective mobile site.
Do I Need a Mobile-Only Campaign?
You can set up standard call extensions in campaigns that target other devices in addition to mobile. However, it might be more strategic to experiment with a campaign targeting only mobile devices.
How can this benefit you? Say you run a taxi service and want to spend around $20 a day on AdWords. Based on your knowledge of the market, you may find that you wish to have a specific budget devoted only to mobile users. For instance, you might decide to concentrate 80% of your spend on potential customers who are on their mobile phones and 20% on customers on computers, as the majority of your business comes from people out on the town or arriving at the airport. You could achieve this by creating 2 campaigns--one with a budget of $16/day targeting mobile devices and the second with a budget of $4/day targeting desktop and laptop computers.
You may also find that different keywords are more effective on some devices than others, or you may wish to bid differently on mobile clicks depending on your industry and goals.
If it’s not appropriate for the phone to ring all hours of the day, having a separate campaign would also allow you to schedule your ads, so the campaign using call extensions would only show on the days or during the hours when you especially wanted to drive phone traffic. For more on ad scheduling, click here.
Have any advertisers out there utilized call extensions? What have been your experiences? We’d love to hear from you.
Until next time, have fun and keep the phone within reach!
The Google AdWords Team