Google Partners Blog: Going Mobile in 2010 - Call Me! Understand your Click to Call options

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Going Mobile in 2010 - Call Me! Understand your Click to Call options

Wednesday, April 7, 2010

In part three of our series on mobile ads best practices, we'll focus on how customers can connect to your clients' businesses through location extensions or a national phone number. For either of these options, you have two types of phones to consider - WAP and mobile devices with full Internet browsers.
Our mobile phones are with us for a large part of the day. When you're on the go, and there's no time to turn on a laptop or computer, it's natural to reach for your phone when you need to conduct a search, especially now that many phones have the capability to access the Internet (curious how much reach this provides? According to the Kelsey Group, there are currently 54.5 million mobile Internet users in the United States, representing 25% of online users).
One of the main features distinguishing a phone from a laptop or computer is the ability to make phone calls. With Click to Call, Google allows customers to connect with businesses directly from their ads. It's easy to include Click to Call phone numbers in your ads, regardless of which type of phone the customer is using.
Click to Call on Internet-capable devices There are two ways to implement Click to Call for Internet-capable phones: either through location extensions or phone extensions.
If clients' campaigns include location extensions, and have also included phone number(s) in the location extension, then that phone number will appear for users that are closest to the business location, alongside the address information targeted for the location extension.
Phone extensions allow clients to add phone numbers that will be displayed whenever their ads are triggered, regardless of the user's location. The number will appear as the last line of any ad text within existing or new campaigns. This enables customers to connect with your clients' businesses by phone directly from the ad and can be especially useful if they have a call center to handle customer inquiries.
For details on how to set up location extensions or phone extensions, as well as how these formats work together, visit the Help Center.
Click to Call on WAP devicesThe majority of mobile phones currently have WAP browsers. Originally, targeting these types of phones meant creating a mobile-specific webpage. But your clients don't need a website at all to advertise on these phones. Simply include a Click to Call phone number in their ads if you'd like to enable customers to connect with their businesses by phone.
Visit the Help Center to learn more about setting up Click to Call phone numbers in mobile ads that appear on WAP devices.
Whether your clients are trying to capture leads by phone, or rounding out an integrated marketing strategy, click-to-call offers an additional way for them to connect with their customers.Posted by Josephine Tsay, Agency Team

Labels: Mobile , Search Specialist

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