Google Beta Testing Phone Numbers in AdWords Ad Text… And We’re In On It!

Earlier this month, Google began beta testing the inclusion of phone numbers within AdWords ad text, as reported by multiple sources including Search Engine Land. (This is not to be confused with Google’s click-to-call feature.) Basically, a phone number is shown just below the ad headline that will allow advertisers to track users who may prefer to call rather than click, as shown below:

As an agency, we’ll be participating in the beta, and while we cannot disclose the details, we can comment on what has been publicly shared.

First, it will be interesting to see how phone numbers listed in ad text affect campaign click-through rates. There is still a portion of the consumer audience that prefers to pick up a phone and talk with a live representative, as opposed to those who prefer to fill out a form for more information or simply to review and research information on their own. There is a potential for CTRs to be hurt as a percentage of users opt to call rather than click from a delivered ad.

However, while CTRs may take an initial hit, conversions and sales may be affected positively. At the least, advertisers will now be able to tie phone calls generated by paid search to online leads, and ultimately sales. This has been a missing piece of the puzzle for many advertisers who had to rely on call center operators to manually ask a caller and track where an inbound phone call generated.

As the ad text phone number offering expands, we’re curious to see how Google will monetize it. Will costs be comparable to typical cost-per-click (CPC) costs? Or will there be a premium for phone number ads? Will advertisers start to tailor ad messaging that uses the phone number ad text as the CTA and not even direct users to click the ad? This tactic seems to be a natural migration and Google will be certain to capture this revenue.

So, while there are a number of questions and bounds of curiosity over Google’s new ad text phone number beta, we’re excited at the potential and plan on involving select clients. Are you a client who’d like to be considered? Contact us today and let us know!

3 Comments »

1. Hi WebAdvantage.net! Thank you for this article. I try to follow the latest news about Google Ads and behavioral targeting in general, and I’m really grateful for this update. It’s amazing that they’re using phone numbers now. This may be contributory to the future of behavioral targeting and geographical targeting. What do you think?

     Comment by Neal Lasta — May 21, 2010 @ 12:03 pm

2. This is very good! Thanks for this article. I will be waiting for this service to go public. Having the phone numbers will be another way to monetize when people call but not clink.

     Comment by anonymous — June 9, 2010 @ 3:58 pm

3. [...] found an agency admitting being in on the beta & reports about this back in April.

     Pingback by Beta-Test: Phone numbers below headline « Big PPC Geek — August 28, 2010 @ 4:00 pm

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