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I have noticed that one of our competitors adwords ad has a call to action to 'Call telephone number' giving their number. It seems an obvious ploy to get people to call rather than click through. Do google allow this? Surprised if so but who knows.
Yes, this is OK.
Some folks have posted in this forum, in the past, saying that it worked quite well for them.
My intuitive take on it (i.e. not an opinion based on stats) is that most people searching on the internet are much more in a 'click to learn' mode, rather than a 'phone to learn' mode.
Bottom line, only testing will tell how it'll work for an individual advertiser/business.
<edit> edit for clarity </edit>
[edited by: AdWordsAdvisor at 1:17 am (utc) on Nov. 30, 2007]
If someone is going to call you, (in my opinion) they will visit your site, and this is where the confidence builds with your company, then they call you.
My 2 cents
Thank you for your email and for informing us of your concern. I understand you are concerned about an ad on your site which abuses AdWords. Please note that advertisers are responsible for the ad text and keywords that they use for their campaigns. I would like to inform you that we do allow advertisers to write their phone numbers in their ads. Therefore, using the term 'call' in the ad text is acceptable. However, the term 'click' is not acceptable per our policy. We do not permit call-to-action phrases such as ‘click here’ regardless of content.7-8-2007
Can we inlcude a call to action "Google" or "Search"?
I have also seen an ad where the display URL was www.example.com/00000000000 (phone number) which I was surprised was allowed. I haven't seen that ad for a while so maybe it wasn't working well for that advertiser.