Google AdWords Click-to-Call Updates

Following the initial roll out of automated call extensions for mobile ads last month, Google have announced further updates to AdWords click-to-call ads. The new updates include account-level call extensions, new ad design, and more detailed reporting features.

Account-Level Call Extensions

Advertisers who use one main telephone number for all their call extensions will soon be able to set up account-level call extensions. This means call extensions can be implemented on a larger scale across the entire account, without having to apply them separately across each campaign or ad group level. This update will be rolled out this week.

New Call-Only Ad Design

Call-only ads will now show the name of the business after the phone number in the ad headline. This was tested by Google last year, and due to increased conversions as a result, this is now rolling out to all advertisers globally.

As always, Google will continue their testing of new design features for call-only ads. Included within these tests will be the introduction of caller satisfaction ratings, showing consumers the overall call satisfaction scores within ads.

Call Reporting at Keyword and Ad Levels

“Phone impressions” and “Phone calls” columns will soon be visible in AdWords reporting at keyword and ad level. These will show advertisers more detailed phone-through rate performance.

Google also announced that they will be bringing automated call extensions to more advertisers in the coming months.