The web is at its best when it allows us to leverage its global presence and benefit locally. In order for this to work the way it should we should be aware of the many different ways those who may be looking for our services or products are searching for us and then work hard to make it as easy as possible for them to access what we have to offer.

Easy as this may sound conceptually, in practice it is much harder to do because there are many different ways which potential clients might use to find you and your efforts here need to cover as many of them as possible in order to be successful.

If research on online consumer behavior shows anything at all it is the fact that they tend to be opportunistic, using the search means most convenient to them and unwilling to spend huge amounts of time looking for what you are selling. This puts the pressure on you, as a website owner, to make sure that they find you no matter how they may be searching for you.

This is where localization and phone capability come in. With the world’s mobile users outnumbering PC users by about two to one Google has set its sights firmly on the mobile platform market and has, as a result, AdWords now offers two ways to show click-to-call phone numbers on text ads that are shown to users with high-end mobile devices featuring full Internet browsers.

You can use location extensions to add your phone number for viewing and click-to-call access by customers who may be close to your business locations so that they can then click and call the moment they have found you. This may result in an instant order (bet case scenario) or a query but in either case we have full engagement which is the first step in getting sales.

There are three easy steps to ensure that your business phone number is set up to to enable users with iPhones and other smart mobile devices with full Internet browsers to click to call the number that appears at the end of your ad text.

1.Set up your location extensions. In order to set up the Click to Call functionality for your campaign, you must set up a location extension first. This ensures that your customer is shown the phone number for your business location nearest to them when they find your listing on their phone or PDA.

2.Include your phone number. When adding location information about your business, make sure you include your phone number. If you're using addresses from a Local Business Center account, you'll have to login to view or edit your listing.

3.Advertise on high-end mobiles. Make sure you've opted-in to show your ads on iPhones and other mobile devices with full internet browsers. Check which devices you are advertising on from the Settings tab for your AdWords campaign.

In order to add or edit a location extension in your ads, follow these steps:

Step 1 Sign in to your AdWords account at Google AdWords.

Step 2 Click the campaign you want to edit.

Step 3 Click the Settings tab.

Step 4 Under Ad extensions > Locations, select one of the following options:

Business owners - Use addresses from Local Business Center: Select this option to link an existing Local Business Center account to your campaign. Validated addresses from your LBC account may be shown with your ad when relevant. There is no limit to the number of addresses you can add to your LBC account, and therefore no limit to the number of addresses you can use with ad extensions.

Non-business owners - Use manually entered addresses: You can manually enter up to 9 business addresses. The address may be shown with your ad when relevant.

Step 5 Click Save settings.

That’s it. You’re done. Now you have made sure that those who find you when browsing, on the move, can reach you with a single click.


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