Advertisers are already using call-only ads to generate more phone calls from mobile search, now today, Google introduces ad extensions for call-only ads, enabling advertisers to show more relevant information about their products and services.
The following three ad extensions for call-only ads are available now, including:
Location extensions highlight information about nearby business locations for customers who want to visit your store in person.
Callout extensions improve text ads as it let you provide unique offers and benefits, such as 24-hour call center service. When customers see your ads, they get detailed information about your business, products, and services.
Structured snippets provide more specific details about products and services using predefined headers like “Destinations” and ” Types”.
If location, callout, or structured snippet extensions are already set up at the account-level, they will be eligible to automatically appear with call-only ads. Customized extensions can also be set at the campaign level for this ad type. You can also tailor messaging on these extensions at the campaign-level to help them work better with call-only ads—fox example, “highlight your fast call center service or offer a special discount when customers book an appointment over the phone for the same week,” explains google.
Based on early experiments, Google is reporting a clickthrough rate improvement of 10% on average, when implemented these new extensions to call-only ads.
GIF image below show Hertz taking advantage of extensions to enhance their call-only ads with additional details and improve their visibility in search results.:
In other advertising news, Google’s DoubleClick team highlights how it’s working towards a fraud-free media supply chain DoubleClick Bid Manager.
Automating refunds for invalid traffic through a new infrastructure — supply partners like AppNexus, Index Exchange, OpenX, Teads, Telaria and DoubleClick Ad Exchange, have committed to provide refunds for up to 30-days after monthly billing. “These commitments, along with others, cover over 90% of the available inventory in DBM,” writes the team. Adding, soon they’ll offer advertisers an option to buy media from supply partners who provide refunds.
New reporting features increasing transparency on invalid traffic, will provide advertisers greater visibility into the amount of invalid traffic detected in campaigns both pre-bid and post-serve, including breakdowns by categories like data center traffic, automated browsers, and falsely represented inventory.
While supply partners will receive reporting on sources and amounts of invalid traffic that the systems are post-serve filtering from their platforms.
See this example image of an upcoming change to user interface showing sources of invalid traffic:
To increase supply chain transparency and making it more difficult to sell counterfeit inventory, DoubleClick has also announced support for recently released “ads.txt” standard by IAB Tech Lab. And, by the end of October, it’ll begin buying Bid Manager publishers inventory from sources identified as authorized sellers in its ads.txt file, when a file is available.
The success of ads.txt will be defined by the extent of its adoption, and it’s great to see healthy adoption by publishers since the standard was finalized.
See this ads.txt adoption graph: