Google started testing a new idea last summer: showing business names after the phone number in the headlines of call-only ads. The result was better conversion rates and because of this, Google is now taking this out of testing and implementing the change globally. This was one of several new developments Google announced recently about call extension and call-only ads.

Account-level call extensions

Account-level call extensions were introduced this week for advertisers who use a single number for their call extensions, which should save these advertisers a lot of time and effort.

Call extensions details at keyword and ad levels

The AdWords interface will soon include reporting on phone-through rates under “phone impressions” and “phone calls” columns.

Automated call extensions will be available to more advertisers

More advertisers will be able to take advantage of automated call extensions in the near future. Google began this program in January, which pulls phone numbers from landing pages and sets them up as call extension in the accounts of advertisers who don’t already have a number set there. If you already have call extension set up, nothing will change for you. If you don’t want to use call extensions, you can easily opt out of this program.

Also in January, in case you missed it, Google announced that their Location extensions may display local phone numbers rather than a central number in ads, where applicable.

Category Search Engine Marketing