New Click-to-Call Feature Boosts Click Through Rate

Pay-per-click (PPC) advertising is becoming more in-tune with mobile search after Google Adwords launched their click-to-call (CTC) feature.

The continued advancements in the technology of smartphones are aiding a rise in mobile-browsing as documented by the GSM Association (GSMA). Their data showed that 16 million people accessed the Internet via their mobile-phones during December 2009 alone and clocked up 4.8 billion minutes of time online.

To accommodate this growing demand, Google Adwords’ click-to-call feature will now include telephone numbers in PPC ads.

“To easily call your business is a key distinguishing feature of searches made on mobile phones versus computers”

Only users with full Internet access on their mobile devices can access the ads but it is already proving successful following a beta version earlier in the year. During this trial period, advertisers noticed a reported five to 30% rise in click-through-rate (CTR).

The idea behind this latest offering is to allow users to immediately call your company after searching for a particular service. As Surojit Chatterjee, product manager for Google’s ad team, said: "sometimes when you're searching for a local business on your mobile device, you're not looking for their web site, but rather to connect by phone."

Users of smartphones like the iPhone and Android-based devices can now directly call from an ad rather than having to go through the site. There is a mutual benefit for both the advertiser, who pays the same cost as a click to the website, and the user, who can now ascertain the information they want quicker.

A Google statement said: "whether they're placing a direct order, making a reservation, or inquiring about services, the ability for prospective customers to easily call your business is a key distinguishing feature of searches made on mobile phones versus computers."

Creating Synergy Between Mobile Ads and a Mobile Audience

This new function is more intuitive to mobile browsing, especially as most local advertisers want to receive calls rather than visits. It will also intensify the need for strong, message-driven PPC ads.

To access this function you will need to make sure that you’ve chosen to show your ads on iPhones and other mobile devices in Adwords. You will also need to set up local extensions and add your company phone number.

This is the next step in creating synergy between a mobile audience and mobile activity.

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