As Search Engine Land has reported and Google has now officially confirmed, there is a new ad format in AdWords. These so-called “Call-only” ads allow standard text ads to be displayed with phone numbers. Google is not only making its mobile-friendly marketers happy: according to a Google study, 70% of mobile surfers call companies directly from search results.
The rules for this new format correspond to those for normal text ads. Creating these ads is simple. They consist of the following five components:
- Company Name: “Call: Company Name” (25 characters)
- Telephone Number: “Call: (089) 1234567”
- Text Line 1 (35 chars.)
- Text Line 2 (35 chars.)
- Display URL: “www.yourexampleurl.com” (35 chars.)
This ad format is specially designed for smartphone users. Costs are still per click, which does not automatically mean that a call will be placed. As a bidding strategy, Google recommends CPA- or ROAS-based optimization.
Those who have worked with Call Extensions in the past will enjoy this new format.