It’s a question we often get asked when setting up a PPC campaign for a client. Should we include a phone number on the advert?

Of course you should!

At first, it seems like a good idea. By adding a phone number you’re making it easy for users to get in touch, and you’re potentially reducing cost – users may call your number straight from the Search Engine Results Page, rather than click on your advert.

No way!

But what often happens is that adding a phone number doesn’t seem to generate calls, whilst it actually drives down your CTR. A PPC ad is just 140 characters. To take up so much space with a number rather than a benefit is a waste of space. This waste leads to a poorer message, a lower CTR and a lower quality score, which means you have to bid up to maintain the same position on the page.

And users who are searching online are looking for websites, not looking to make calls. They’re too early in the buying cycle to pick up the phone.

Maybe sometimes…

However, rather than be hard and fast, there are Google Ads which are worth adding a number to.

Local Business

If you’re running a geographically targeted PPC campaign for a local company, it’s worth testing a number. Rather than put users off, they recognise the number code and mentally note that this is a local business. Whilst they may not call from the ad, it’s a clear signal that they’re dealing with somebody local.

Searches on local properties

Some searches are set up to be local. These include searches on Google Maps. If you’re running a campaign that include these types of results, it’s a good idea to use a phone number

Searches on mobile devices

Users who search from their mobile phone are usually looking to take action straight away. Phones aren’t used in the background research phase, they’re used when a user wants to do something right now, often because they’re out and about. For these campaigns it’s good to include a phone number so that users can immediate connect with your business.

Where to include your number

Local Results

The easiest way is to claim the Google Places page for your business, which used to be called the Google Local Business Center.

Once you’ve set your Google Places account, link it to your AdWords account from the Settings page of the relevant campaign.

If you’re having trouble setting up a Google Places account, you can manually enter that data under the Settings.

Now that they’re linked, your phone number will get displayed beside your ad, and it will often include a link to your location and Places page.

Mobile Ads

Including your phone number in mobile ads

From within the Setting page of your AdWords account, you can opt to have your campaign shown on most smart-phones, such as iPhones, HTCs and Blackberry Storms.

In order to add a phone number to these ads just click the ‘extensions’ tab and then choose ‘phone extensions’. Just add your number. When your ad is shown on a smart phone a call icon will be included on the ads. This applies to both search and content campaigns.

To reach non-smartphone users you need to set up a mobile ad. You can select ‘mobile ad’ from the ‘ads’ tab of your campaign. Simply include a phone number in the ad.

Test using Sitelinks

Sitelinks are not only and important way to grab more of the SERPs, they’re also somewhere you can test adding a phone number. There is a small danger that you will push your CTR south by including phone number here, since it’s another opportunity to sell. So be sure to monitor it closely.

That’s it

There’s no hard and fast rule to adding phone numbers to your AdWords creatives, so follow these guidelines to make an informed choice. As ever, be sure to test the effect of the changes you make. Any comments? Leave them below.