Google has added some very useful campaign setting options for localized ad targeting. This can be effective for campaigns where you want only local leads. "Local" targeting can be as large as a country or state, or as small as a town or city.
I'm using both local and multinational campaigns (where appropriate, as I run global campaigns which target multiple countries), but one local search option that really caught my eye is the "Phone Extensions" feature in the "Ad Extensions" section of each Adwords campaign settings page.
With "Phone Extensions", you can add a 'click to call' feature for smart phone users. As more and more people use their smart phones for web browsing, our search engine marketing efforts need to be in synch with this trend.
Depending upon how your campaigns are set up (Country, State, City), Google allows you to list a local telephone number a visitor simply has to click on their smartphone to call you with a business leads.
Directions are straightforward:
1. Go to your Campaign Settings page.
2. Go to Ad Extensions > then go to Phone Extensions.
3. See "Display click-to-call phone number on iPhones and other mobile devices with full Internet browsers:"
Add Your Numeric Telephone Number Here.
Google allows only numeric number listings for now, no alpha 'vanity' alternatives allowed yet.
This works for me, as alpha phone listings can be irritating to the caller compared to simple numeric dialing.
I've just started to use this Phone Extension feature. It is best for targeted campaigns where one phone number can be listed. Like anything else with Adwords, it will take some time and experimentation to see if the new click-to-call helps bring in leads. I suspect it will.