Google AdWords Adds Click-to-Call Ads to Conversion Columns

Google Click to Call ButtonsGoogle AdWords advertisers who are currently using mobile click-to-call ads will now find them listed in the regular Conversion columns, Google announced. This is part of a change Google announced last month to make it easier for advertisers to optimize their bidding strategy for click-to-call.

Now, calls made by customers from an AdWords ad, for both mobile and desktop searchers, will be reported under a newly added column for Estimated Total Conversions.

Click-to-call ads were previously found under a "Phone Call Conversions" column in the AdWords reporting. With the change to the regular conversion column, this means that advertisers will be able to use the many free automated bidding tools from AdWords in order to improve the ads performance as well as to save time while optimizing campaigns.

Google is definitely pushing their click-to-call option, but with 70 percent of mobile searchers calling a business directly from the search results, it could definitely be a winning strategy for advertisers, particularly things like local businesses that are more frequently searched on from a mobile phone. Every month over 40 million phone calls from Google search ads to advertisers. 

These new click-to-call conversions are available in countries where Google has forwarding numbers available. Right now, the forwarding numbers are available in the U.S., UK, Germany, and France.

Google is hosting a webinar today, November 13, at 10 a.m. PT to walk through the Estimated Total Conversion reporting, on phone calls as conversions, as well as best practices for using click-to-call.

About the author

Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she runs JenSense, a blog dealing exclusively with contextual advertising. She is also the founder and editor of The SEM Post. She is known by many as her handle Jenstar on various webmaster forums.