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Call Bid Adjustments in AdWords

Click-to-call ads have been available in AdWords for the past seven years as ad extensions, which enable searchers to call directly from the ads. Google is now rolling out a new function whereby advertisers can use bid adjustments to control how often the call function appears as part of an advert.

Many advertisers have found the click to call extension a powerful way of attracting enquiries from search. With mobile searches becoming increasing important and a bigger share of the market, these calls are vital and can convert three times better than web clicks.

The new call bid adjustments – which are being made available through the new AdWords ‘experience’ interface – allow advertisers to increase bids on campaigns that drive valuable phone calls. For example, if you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation. By raising your call bid adjustments to show call extensions more frequently, this can drive more of the high-value call conversions.

There is already some good data being made available for the click to call option, with reports showing the time and length of calls that record a conversion (usually for calls or more than 1 minute), but with the new bid adjustment, this analysis and tracking will become more valuable to advertisers.

Google has provided best practice advice on the use of call extensions and how these can be used to maximise conversions, plus they have provided suggestions on ways to convert more calls to business.

If you’d like to know more about call extension and bidding in your AdWords account, please contact us now for more details.