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BizReport : Mobile Marketing : February 01, 2010


Google AdWords adds click-to-call service for mobile marketers

After a successful beta trial, Google has added its click-to-call service in AdWords, which allows consumers to simply click on a telephone number from an ad to be connected to a local outlet.

by Helen Leggatt

After trial participants experienced "improved" click-through rates (from 5% to 30%) and increased telephone calls, as well as more traffic to their websites, Google has decided to roll out the click-to-call service to all advertisers.

Essentially, advertisers may add clickable telephone numbers to existing AdWords ads displayed on mobile phones that are enabled with full Internet browsing capabilities. The ads and phone numbers are displayed based on the caller's location, unless otherwise specified, so if a user searches for a restaurant or store, the ad will automatically display the closest outlet.

According to the AdWords blog announcement, "Users can click the number to call you just as easily as clicking to visit your website. And, since ads can be served based on user location, a potential customer will see - and can click to call - the phone number of your store location that's nearest to them, not one that's across town."

But what about the cost to advertisers? Well, it's the same as the cost for a click which, according to Greg Sterling, principal analyst at Sterling Market Intelligence, is a good deal.

"Many local advertisers - large and small - want to receive calls rather than clicks. And this new option provides a great deal of value and new possibilities for those advertisers. It's also a bargain - call for the price of a click - for early advertisers, compared to more formal pay-per-call programs out there today," he commented.

ITworld.com's Mike Eglan believes that a PC/desktop version is on the cards.






Tags: AdWords, Google, location-based marketing, mobile marketing








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