Google announced advertisers will find that phone calls from mobile click-to-call ads are now listed in the regular Conversion columns of AdWords, as of Tuesday. This is one of the first steps since Google made their October 1st statement that they would make it easier for advertisers to optimize their bidding strategy for click to call. They are working to make phone calls an important conversion type within AdWords.
With the new update calls made by customers from an AdWords ad, for both mobile and desktop searchers, will be reported in a new column within Estimated Total Conversions.
Before now, click-to-call ads were found under a “Phone Call Conversions” column, but now advertisers will be able to integrate many free automated bidding tools from AdWords to optimize their bidding campaigns and improve performance.
This is a great move for advertisers as 70 percent of mobile searchers call businesses directly from the search results. Google estimates over 40 million phone calls are made every month from Google search ads to advertisers.
At the moment, the new click-to-call conversions are available in countries where Google has forwarding numbers available. This includes the U.S., UK, Germany, and France.