If you are planning to launch an AdWords campaign for your hotel targeting mobile users, particularly smartphone and iPhone owners, remember to include “click-to-call” in your ad. This feature allows users to call the hotel directly by clicking on the phone number, accompanied by the address.
According to Jonathan Rosenberg, Vice President of Product at Google, smartphone ads including a phone number and address have increased CTR by 6% and 8%, respectively.
Click-to-Call Ads in the Travel Sector
Rosenberg explains that this type of ad is particularly effective in the travel industry:
"When you are searching for something on your handheld device, you are much more likely to click on an ad that includes a phone number. It seems obvious, but now we have actual data to prove it. One of our clients, Carnival Cruises, increased mobile bookings by 175% after including click-to-call."
How to Create and Monitor a Mobile Click-to-Call AdWords Campaign
To set up a mobile campaign with click-to-call, follow these steps:
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Go to the Campaign Settings of your chosen campaign and enable the Display Network under “Networks.”
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In the Devices section, select iPhone and other mobile devices with full Internet browsers.
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In the Ad Extensions section, under Phone Number Extensions, enable the option:
“Show click-to-call phone number on iPhone and other mobile devices with full Internet browsers” and enter your country (e.g., Italy) and phone number. -
To monitor how many calls are received via click-to-call, go to the Ad Groups tab and click Segment, located above the statistics table. Select Click Type, and you will see the number of calls received for each ad group.
