Google announced the launch of new call-only campaigns for AdWords. These let businesses reach customers by prominently showing their phone number, business description, and a call button on the search results page.
"People are living their lives online and engaging with your business in new ways," says AdWords product manager Amit Agarwal. "With smartphones in hand, consumers are increasingly looking for products or services while on the go and then placing a call right away. In fact, 70% of mobile searchers call a business directly from search results."
"Call-only campaigns are specially designed to only show on mobile devices that can make phone calls," he says. "This means every click you pay for can be a phone call to your business."
As Google notes, advertisers can simply form their bid strategies based on CPA or ROAS goals for calls as every click goes toward a phone call. The company recommends tailoring ads for calls with language like "speak to a specialist today" or "call to make an appointment".
Recent research from BrightLocal found that phone calls are the success metric small to midsize businesses are most concerned with.
Image via Google