With mobile internet becoming increasingly common, many companies are seeing their search ads fuel a sharp rise in calls from potential customers, according to one expert.
Indeed, Jason Tabeling of Search Engine Watch said that some advertisers saw phone contacts with consumers rise by as much as 96 per cent between January and April as Google rolled out its click-to-call features for mobile devices.
Including a telephone number in pay per click marketing makes sense, he added, because as web-enabled phones become more common, it represents the "most likely solution to users’ conversion demands".
However, this does not necessarily mean that clickthrough rates (CTRs) for ads will tail off.
In fact, Mr Tabeling said that having a contact number in an ad can actually increase CTRs because it increases a brand’s credibility with consumers.
Furthermore, web surfers using smartphones typically research a product online before they call, so they will still click the ad for more information.
Google recently announced that it is extending its click-to-call feature to mobile ads and apps appearing on its Content Network.
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