Call extensions for mobile devices have been with us for quite a while now. But this week, Google introduced a new version that is designed to target the desktop and tablet users – which will be rolled out to all advertisers over the next few weeks.
So, if you’re an advertiser that enjoys healthy conversion rates from users phoning your business, you may wish to pay more for a phone lead than an online enquiry. Equally, if you’re an advertiser interested in online conversions – there are benefits for you too.
How does it work?
Currently the position of your advert in the Google rankings is influenced by your Ad Rank – which is your Quality Score multiplied by your maximum cost-per-click. With bid-per-call enabled, this will carry its own Quality Score and can directly impact on your overall Ad Rank. Which means you could improve your overall ad positions and generate more clicks and calls.
Want to give it a try?
Go to the ad extensions tab and:
- Select the call extensions option.
- Select the option for a Google forwarding number.
- Enter your max CPP
If you are already using call extensions for mobile, just enter a max CPP for the extension to show on desktops, laptops & tablets.
What is really exciting about this type of targeting is the reporting. Not only will you see the basic dimensions, like phone-through-rate and cost-per-call. You’ll get extra metrics like call time, duration, and caller area code – which will be available from the dimensions tab.