We know that Google call ads allow users to call (and directly) companies. Now in addition, the technological giant has announced that Advertisers will be able to add website links to these call ads. In this way, consumers will have one more way of contacting and interacting with companies, precisely at this time that we are living and in which the volume of calls as well as waiting times are increasing notably. On the other hand, brands will benefit and reduce the risk of a poor customer experience.
This is how Google call ads are with added links
The ads created in the call ads or call ads are optimized to display only on mobile devices that can make calls (smartphones and in some cases tablets).
These ads are very flexible as to how they can appear. Thus, to optimize mobile ads and improve their performance, some of the lines of text entered when creating the campaign may not be displayed. Similarly, some extensions, which are available for calling campaigns, can be hidden to make the most of smaller screen space on mobile devices. Call ads in general but may have lower (cost per acquisition or sale).
By touching the Google ad any user initiate a phone call with the brand or company in the ad. However now, clicking on the link, may also access a certain website.
To include a link to the site, the advertiser must add the desired URL in a new or existing ad. Ad size is likely to increase, “giving you higher visibility on the search results page.” In any case the new functionality is optionalnot required.
In the following image you can see a traditional call ad, but with the addition of the link just below the description (in the tab that marks «Visit website»). That would be its final appearance on mobile devices.
The new functionality is in addition to others that were previously released, such as an increase in the character count of headlines or descriptions of ads. Or moving the company name to the beginning of the ad’s description text.
In this case, Google is clear that the inclusion of links in this type of advertising will result in “fewer accidental calls and more qualified leads”, especially in the cases of medium or small companies that, with fewer resources, may right now be increasing call waiting times. In addition, it encourages the consumer to visit the websites and therefore interact with the brands.
This new format of call ads
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