AdWords Express launches notifications for calls from search ads

After launching goal tracking in the platform last year, AdWords Express, the simplified ad platform designed for small business, is adding support around calls to a business with two types of call notifications.
Now, when a call received via a search ad ends, the advertiser will get a notification on their phone to leave feedback about the relevancy of the call. The feedback prompt appears as a simple question that can be answered “yes,” “no” or “not sure”:

The feedback will be delivered to Google, with the intention of improving targeting that will yield higher-quality calls over time.
The other new offering provides a solution for small business owners who are often juggling more than one thing at a time and wind up missing calls from potential customers. Now, a notification will pop up from the AdWords Express app alerting the advertiser that a call was missed. The business owner can simply hit “Call Back” to get back in touch

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Bing Ads now supports call conversion imports

Marketers running Bing Ads campaigns can now import call conversion data so they can tie calls back to campaign efforts for attribution.
Third-party call-tracking systems can integrate directly with Bing Ads via the Offline Conversion Import tool or APIs.
CallTrackingMetrics is among the first call-tracking services to participate in the program. The system can automatically send session and conversion data to Bing Ads campaigns.
Bing Ads first began supporting offline conversion imports in September of this year, enabling advertisers to attribute offline conversion events captured in their CRM systems.
The post Bing Ads now supports call conversion imports appeared first on Search Engine Land.

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How to capture urgent leads with call-only ad extensions

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If you find yourself facing an overflowing toilet, you’re not going to deal with it from the confines of an ergonomic desk chair. There’s no time to sit in front of the computer and do your due diligence. Unless you happen to be deft with a plunger and a snake, you’re going to pull out your phone and look for a qualified problem solver as quickly as possible.
But what happens when that first search result is nothing more than a phone number and two disjointed phrases, an incoherent mess reminiscent of what’s clogging up your pipes?
You’re going to skip to the next item on the SERP in search of a solution.
If you’re the plumber, how do you fix this problem? How do you make sure the person with the overflowing toilet calls you and not your competitor?
Today, I’m going to dive into how the recent addition of ad extensions to call-only ads can help you

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3 AdWords extensions now eligible for call-only ads

Over the past few years, extensions have played a major role in the optimization of text ads. Ad extensions help to provide more context than the ad titles and descriptions — typically giving advertisers a boost when it comes to click-through rate. Previously, call-only ads did not display these ad extensions, but starting today, call-only ads will be eligible for three extension types. Not surprisingly, the included extensions aren’t those that require clicks — as the goal of the call-only ads is to increase phone calls.

The three ad extensions available for call-only ads are:
Location extensions
Using location extension can let searchers know where they are calling. This should be a big boon for brands with multiple locations, as it should help to persuade folks to click, knowing that they won’t be going to a national line.
Callout extensions
Callout extensions offer flexibility in providing more detail in an ad, and they are likely to be the most utilized extension with

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Google intros new call bid adjustments in AdWords

Google is adding a bid adjustment in AdWords specifically for calls.
The bid adjustment for calls informs how often call information appears in mobile search ads.
From the announcement:
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. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.
The bid adjustment range is -90 percent to +900 percent.
Note, that this option is only available in campaigns created in accessed from the new AdWords interface. (Update: After we asked about the original language on the help page, Google updated it to clarify that this is available for any campaign in the new interface).  Calls are also listed under “Interactions” in the UI, so it looks like we will see more of these in the future, such as an interaction bid adjustment for location information.
Is

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Google rolls out AdWords account-level call extensions, among other call updates

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Last summer, Google began a test showing business names in the headlines of call-only ads after the phone number. The change led to better conversion outcomes, and Google is now rolling it out of testing globally.
Business names now show in AdWords call-only ads globally.
This was one of several announcements made around call-only ads and call extensions Google made on Wednesday.
Account-level call extensions
For advertisers that use one main number for call extensions, Google is rolling out account-level call extensions this week. These advertisers will no longer have to apply the same call extension to multiple times within their accounts.
Call extensions details at keyword and ad levels
Reporting columns for “Phone impressions” and “Phone calls” will soon be available to see phone-through rates at the keyword and ad levels in the AdWords interface.
Automated call extensions are coming to more advertisers
Google is going to be including more advertisers in automated call extensions over the coming months. This is the program,

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Google is launching automated call extensions in mobile ads on February 6

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In the second update in a week on how phone numbers display in ads, Google has begun alerting some advertisers that call extensions will start generating automatically as of February 6, 2017.
The notice, emailed to advertisers that use “landing pages prominently featuring a phone number”, started going out on Monday evening. A copy of the full email is below.
Click to enlarge.
Though you wouldn’t know from reading this email, call extensions are already set up with the phone number on the landing pages used in this specific account. From what I can tell, the change shouldn’t affect much for this account other than that it sounds like impression volume for call extensions generally will likely go up come February 6.
However, in situations where advertisers don’t want to pay for calls directed to the phone number listed on their landing pages (or any calls for that matter), they will have to opt out of all automated extensions (Google already generates

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Google Adds “Nearby Business” Mobile Ad Format For Location-Related Searches

Google announced another addition to its lineup of  mobile ad formats, Thursday, this time affecting location-based searches. The search engine will begin showing up to four ads for businesses on location-related searches in a “Nearby businesses” pack.
According to Google Trends data from March, “near me” searches have doubled in the past year, with 80 percent of those, not surprisingly, coming from mobile. With this change, the new nearby business ads are likely to show instead of traditional text ads. The ads will be driven by location extensions in AdWords and will include a link to get directions or click to call the business.
These ads are similar to the organic local business listings on Google mobile searches. Below is an example of one of these ads I found showing today above the typical set of local business listings.

 
Here’s how that search without “nearby” in the query looked today:
 

Advertisers must have location extensions enabled in their accounts in order to be eligible to

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