Google Ads has begun to check and record a “small percentage” of phone calls that come in from a call-only ad or call extension in ads.
It is now only available to advertisers in the United States, and works on phone calls initiated by call-only ad or call extensions say Google.
Google says monitoring and recording of calls enable them to improve call quality for users and advertisers.
The primary goal, however, is to protect users from fraud and spam while ensuring a trusted call experience from advertisers.
“Evaluating call quality ensures that advertisers are providing a positive call experience and prevents caller spam and business fraud,” states Google.
In addition, calls will also be evaluated for compliance with Google Ads policies.
“Calls may be evaluated for various quality indicators and other factors to detect fraud, reduce spam, and foster better call experiences,” Google stated.
If Google’s evaluation finds an advertiser violating its policies, “the associated ad or extension that initiated the cal will be disapproved,” the company said.
How does this feature work?
An advertiser first needs to accept “Call and Messaging Ads Terms” in account settings before getting started with “call-only ad” and “call extension.”
The Call and Messaging Ads Terms found under Rules and Terms in Google Ads Account Settings. To opt-in after reviewing the terms, click “Accept.”
Next, when a user initiates a call from a [call-only ad or call extension] they will hear a short message that informs them about the call recorded by Google for quality assurance.
Google applies a number of quality indicators and factors to detect fraud, reduce call spam, and advancement in call experiences.
User Data Security and Privacy
Google assures users that their privacy will stay protected while also ensuring them that the recording data will not be used for ad targeting.
Google will anonymize recording data and will use it only for evaluating calls to detect fraud and assess quality.
“Information taken from calls is anonymized and only used to detect fraud and assess quality in aggregate,” Google said.
Advertisers can request Google an exemption from call monitoring and recording if they can not take part due to legal or regulatory reasons.
However must note, “if opted out,” they will no longer be able to add new or edit existing call-only ad and call extension.
Google is also making it mandatory for advertisers to opt-in to call monitoring and recording to use call extension or call-only ad.