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Cassie Allinger

Cassie Allinger Senior Advertising Performance Strategist

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Earlier this month I was fortunate enough to visit Google headquarters. They unleashed a ton of great insights and figures, but perhaps the most interesting insights were their projections for the future of mobile search. They estimate that in 2013, 29% of automotive queries will come from mobile phones, and 18% will come from tablets. That’s a whopping 47% of searches coming from mobile devices.

I don’t find these projections particular surprising, but rather quite exciting. There are so many opportunities that exist on this side of the fence, which is why I’m surprised that it’s taken Google so long to really start playing with mobile-specific ad types. Whatever the reason be, they are starting to sneak up on us, so keep your eyes peeled.

New Click-To-Call Ads


Recently, Google Adwords started rolling out a new click-to-call mobile ad format. The main difference is the transition from a hyperlinked phone number to a more visually appealing ‘call button.’ While I forsee this being an overall positive change, there are certainly a few things you should keep in mind while managing your accounts:

  1. Google is rolling out this feature at its leisure. You do not currently have the option to choose whether or not you want these buttons to show. Assuming that it performs well, it’s safe to assume that we’ll be seeing this rolled out globally in the near future.
  2. On average, 51 characters will be shown in conjunction with a call button. You have the option to leave your ads as they are, or shorten them in anticipation of the button.
  3. This move supports several key facts about mobile that should be remembered. Mobile users are more inclined to take action, particularly via a phone call, and a clear call-to-action is key.
  4. By shortening the character limit in order to coordinate the ad text with the call button, Google is perhaps suggesting that more concise messaging performs best on mobile. 
  5. The “Big G” has taken the liberty on many occasions to modify SERP listing titles and descriptions for organic results and even for Adwords Express ads. Until now, PPC has appeared to be safe from this practice. Now that they’ve done it once, it’s likely that they might do it again in future ad formats. 

While it does concern me to see ad texts modified on a whim by the system, I think this is going to be a good change for advertisers across the board. New ad formats often bring with them exciting new opportunities. Stay tuned!

Source

Jim Bell
Love it and great catch! I think it will bring even great results with that call to action right there saying "Call." Now the key is getting those keywords all in line.
Cassie Allinger
Thanks Jim! I agree - but I'm hoping that Google will provide analytics that allow us to compare statistically. I'm sure they only made this move because their overall analytics proves that it performs better; but that might not be the case for all verticals or businesses. Time will tell :)

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