Google has been testing the inclusion of click-to-call phone numbers in search ads on high-end mobile phones, a spokesperson confirmed. This is most likely to be implemented on Google’s own Android phones and will have a big impact on geographical search marketing.
In anticipation of rolling out the feature more broadly, Google contacted several AdWords advertisers to advise them that it plans to extend the feature to their AdWords accounts. This is a test trial for the search engine giant and could, in the future, lead to natural rankings appearing in the search Ads. Currently, it is planned that a cost-per-call service would exist where the advertiser is charged for the click to call the same way you might get charged for clicks from an ad to a Web site. Local businesses may be rubbing their hands together at the prospect of a more direct local search marketing campaign.
As Google, Yahoo and Microsoft make investments and push harder into mobile search, many industry experts believe local businesses could have the most to gain through online search and geographical mobile advertising.
Many functions related to mobile search have been available, but Yahoo, Microsoft and Google are beginning to see a rise in use. Increased search activity, competitive pricing for mobile advertising between search engines, and qwerty keyboards in more mobile phones allow for longer search queries. Google’s recently announced voice search technology should help boost efforts, too. All these factors are bound to increase the quantity of traffic via mobile devices. Local advertising and regional search marketing, including geographically based search marketing are, in response, likely to be boosted.
The Consumer Electronics Association (CEA) estimates that wireless handsets, which contribute more than 30% of total wireless phone shipments, will become the primary driver for revenue this year for electronics. Smartphones should lead the way, generating nearly $17 billion in shipment revenue and more than 52 million unit sales in 2010, according to the CEA.
A mobile campaign and strategy can put small companies on a more even footing with larger competitors. He says advertisers need to step up and create a strategy, and stop thinking they can just test mobile in a six-week campaign to see what happens. The mobile market is ever expanding and the use of hand held devices to search the internet is having a distinct impact on local advertising and geographical search marketing.