More internet marketing services providers are using Google's click to call features to include a phone number in their ads, it has been revealed.

According to Search Engine Land's Pamela Parker, the number of users including a phone contact on their advertisements has been growing by an average of 28 per cent a month in recent times.

This has lead to millions of calls being made and Google has claimed ads that utilise the feature experienced clickthrough rates around six to eight per cent higher than those that do not.

Ms Parker suggested one reason for this could be that more people are using search engines via their mobile, pointing out the number of mobile queries have grown by five times in the last two years.

She indicated an increase in people using the Android operating system may be contributing to this, as Google claims these individuals are more likely to engage with mobile search than those on other platforms.

It was recently predicted by Juniper than expenditure of mobile marketing strategies would hit $11 billion (£6.9 billion) globally by 2015.

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