Last week Google formally launched its Click-to-Call functionality in Adwords. Greg Sterling spoke with Paul Feng, Googleâ€™s Group Product Manager for Mobile Ads, about this new feature. Feng said that some advertisers in Google’s Click-to-Call tests saw improvement in CTR’s up to 30%, compared to ads on the PC. Sterling goes on to hypothesis that the local number provides additional credibility, making the user more inclined to click or call.
I share Sterling’s theory about the power of a local number in CTR. We’ve been including local numbers in service business ads for some time now, and they consistently outperform ads without numbers. Sure, with the numbers in we have less room for creative, but if CTR is better it’s a no brainer.
So after reading that Google made Click-to-Call functional we set it up for a garage door repair company in Fairfield County. We thought Click-to-Call would be a pretty good thing for them. Mobile users in Las Vegas looking to repair the garage door would be able to call for service right away, no need to go through the website.
So we followed Googles “2 Simple Steps” for setting this up:
1)Set up location extensions and add your business phone number. Customers will be able to click to call your business location nearest to them (as determined by the phoneâ€™s location awareness technologies, GPS, triangulation).
2)Check that youâ€™ve chosen to show your ads on iPhones and other mobile devices with full Internet browsers in your campaign settings.
After making these simple changes to your campaign settings, you should see something resembling the picture above.
Split Your Campaign Into PC and Mobile
We decided to split our campaigns into two groups: One for just mobile, and one for just Desktops.
This way we can tailor the content of the ad and their landing pages to the mobile user. Plus we want to see just how effective these ads are against the regular ones.
Anyway, we set everything up and then pulled out our iPhones and Droids to test it. Here’s what we saw.
The click to call number wasn’t displaying! The address was showing, so we knew we got it right. What happened?
How come my address shows in my ads, but my phone number is missing?
We double and triple checked our settings and ads. Everything was set up correctly, but why wasn’t the phone number displaying? The AdWords Help page wasn’t useful, offering only the advice to make sure you haven’t set up custom targeting to show an address with the ad. We hadn’t.
We finally threw in the towel and contacted AdWords support. Here’s the answer we got:
So if you’re having the same problem getting your Click-to-Call numbers displaying, don’t worry. Google just needs time to catch up.
Guest Post by Chris Keenan.
Chris Keenan is a PPC Account Manager at A2Opinion, a local search marketing agency.