Change is coming to the AdWords policies, is your PPC campaign ready?
Recently, Google quietly announced that they would be making a change to their pay-per-click advertising policy regarding text ads. Starting in April 2013, Google will no longer be allowing publishers to manually insert their phone number into their paid search text ads. Practically speaking, Google is trying to eliminate ads that appear in search results that look like this (note the included phone number in the pizza ad):
There are a lot of marketers out there whose strategy is to deliver a high volume of phone-based SEM leads by including each client’s SEM-specific phone number in their AdWords advertisement. Since Google has stated that these types of ads will be disapproved in the near future, this could affect marketers significantly unless a change in strategy is executed.
A good SEM team will adjust to the changing landscape of paid search ads, and have a plan in place.
In order to be in full compliance with Google policies, all SEM campaigns will need to remove/pause all campaigns that include a phone number in their text (description, headline). In addition to that, marketers will want to utilize an AdWords function called “Call Extensions” in order to display phone numbers associated with each ad. In this case, your SEM phone number will be eligible to show up in Google sponsored search results next to your text copy, like this:
In addition, this feature will allow your phone number to be displayed as a “click to call” option on mobile devices. Google has recently begun treating desktop computers and mobile devices as similar entities when it comes to paid search (because the ever-increasing capabilities of mobile devices has blurred the lines in terms of usability), so this is an important development. One of the features of this change will allow mobile search users who find your PPC ad to simply click on your phone number to be connected to your agency. With mobile paid search growing rapidly, this is a great development for your campaigns as you prepare to field potential leads from those on the go.
The bottom line is this – Google PPC advertising is always changing, which is why it is important to have your internet marketing team working hard on your behalf to help adjust to these changes, and identify new areas of opportunity for your agency.