Automatic Call Extensions in Mobile Ads from 2017- Google Latest Update for Mobile Ads
January 16, 2017
Rajat Tyagi
Now get an automatic call extensions in your Mobile Ads in Google from february 2017. This means call extensions will be seen in mobile ads with other ad extensions like location extensions, etc. Adding this automatic call extensions in mobile ads, CTR (click through rate) may be improved for ads.
Google has done some changes in Mobile ads appearance by adding an automatic call extensions with other Ad extensions which will impact local businesses who are dependent on calls. Be ready for the upcoming changes!
But now the question is ‘Will the update be a challenge or a benefit for the businesses’?
It has been officially notified by Google to some of the advertisers who use Google Adwords that call extensions will start generating automatically from February 6 2017. The phone number that is featured on landing page of the website will automatically be shown on the call extensions of your mobile ads.
Where will advertisers get the option of reporting?
Reporting the automatic call extensions will be available both at the ad campaign level and ad group level. It will be shown in the main all extension report and not in the automated extension report.
So, this will help you to see all the numbers used for call extensions that is either put by you or pick by Google.
What all will be included in this reporting?
You will be able to get a detailed reporting insight about your call performance. This report will include call duration, call start, call end, caller area code and even the call is connected or not.
Call conversion tracking can also be set up to see which part of the campaign will be effective for you to drive traffic.
What if website shows dynamic phone numbers?
If any website shows dynamic phone number at the landing page, then Google is not going to pick any number. No automatic call extension will be created in such situation.
What if advertisers do not want to pay for calls?
If you have mentioned a phone number at your landing page, then Google is automatically going to pick that number and include in call extension of your ad. But, if you do not want any call extension, then before February 6, you have to opt out by clicking on the check box of “Do not use specific automated extensions for this account”. This option is available at the bottom of the Automated extensions report from the Ad extensions tab in AdWords.
In case you act after February 6, you may need to remove the automated call extensions generated by Google from Call extensions section in the Ad extensions tab.
Initial Report came as
If your business is dependent mainly on phone calls and you are running your entire business on a central phone number for conversion tracking and other reasons, then you are surely going to face a challenge from January 19, 2017.
Surprise from Google
Some advertisers received a surprise email from Google end, explaining the upcoming changes in the ad extensions regarding phone numbers. This change is targeted to those advertisers who are using both call extensions and location extensions.
Changes coming in call extensions
Within 2 weeks, Google is going to bring a change in the call extensions. From now on, Google Adwords will begin to show the local phone number along with the address of the advertisers to all local searchers; irrespective of the fact how they have set up their call extensions.
If an advertiser has used call tracking or a separate phone number in their ad campaign, that particular call extension number will not be shown to the local searchers. Basically, Google may only allow to show the local retail phone number in the call extension. This has been thought deliberately to increase the relevance of local ads that feature specific business location in ad extensions. So, Google wants to show local searchers the exact local phone number along with the local address.
Earlier scenario of ad extensions
Till now, local advertisers were relying on Google My Business for both organic and paid searches. It determines how your business will appear on SERP; even a complete Google My Business could help to dominate the local organic SERP. If you link Google My Business with your Google Adwords account, then it will start showing your ads on Google Maps. This will, in turn, highlight information about your business like your address, phone number, hours, reviews and pictures. This is highly essential for any local business. This actually guides the advertisers to create location extensions in ads, especially to target local searchers.
May or may not
It’s time to focus on your existing ad campaigns and do all the necessary changes as per guidance. It is good that Google has notified this upcoming challenge via an email. Though it is true that they have set the tone of the statement as ‘may be’ instead of ‘will be’, you should never underestimate an official notice.
It is just a matter of time. Only after 6 Feb, all advertisers will be able to notice the actions taken by Google and how it is going to change their life.
How to Opt-out Automatic Call Extensions from Google Mobile Ads?
To keep your Google ads away from automatic call extensions, you must select “Do not use specific automated extensions for this account” option in the Ad extensions tab in Google AdWords and Voila!! You’re all done!