Google sent out a email notification today that is advising of a new feature coming soon for AdWords advertisers who allow their adwords campaign to be shown on high end mobile devices such as iPhone, Droid, Nexus One and Palm WebOS. This AdWords click-to-call feature seems to be closely related to existing offerings by AdMob which Google purchased recently for $750 million.
The email sent out by their AdWords team is shown below:
A very Proactive move by Google
This is a very proactive step by Google to capture more mobile market share but also allows for business to gain more direct feedback about their campaign effectiveness in generating calls. The interesting point is that Google has monetised what can already be done for free on organic listings and when a number is shown within a website.
The click-to-call is similar to a pay-per-call but enables this to be done for the cost of a single click, where pay-per-lead can be much more expensive. This step can possibly reduce the requirements for business to use services such as ReachLocal who offer phone tracking via 1300,1800 numbers.
But where does this put popular toll numbers which have been used in the past to track phone calls? Searchengineland articles have discussed in the past the issues with using toll numbers as search engines seem to struggle to confirm and cross match your Name, Address and Phone if you have multiple contact numbers. This is more likely too affect Local Search and regional SEO campaigns as you no longer have a constant local contact number listed.
It will be interesting to see how Google AdWords works with SMEs using Google Voice for their phone tracking solutions and if it will offer extra features unique to Google voice as it allows business to have local contact numbers for each region.