Google Adds Click-to-call to AdWords Conversion Optimiser

Google search_0Google recently revealed that 70 per cent of mobile search users have called a business directly from the results displayed on their handset, driving 40m calls every month.

As a result, the company has now added click-to-call to its regular conversion metrics within AdWords so advertisers using its Conversion Optimiser can bid on inventory in RTB auctions. Users can also now set a target CPA on these campaigns, with calls measured on aggregate number and duration.

Call conversions will now also be counted in Estimated Total Conversions, so the value can be measured against other marketing areas. Calls had previously been measured in their own section of the dashboard.