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Phone Numbers in Display URLs?

Phone Numbers That Appear In an Adwords Ad's Display URL



3:08 pm on Mar 25, 2013 (gmt 0)

5+ Year Member

Hello all,
I just recently had a discussion with a few of our account managers here in the office and I can't seem to find any definitive proof negating this theory other than my own thought that this technique appears awful spammy to me, and therefore would have a negative effect on your CTR and then, of course, the snowball effect has begun...The idea being that:

"You can put your phone number in your Display URL"

...if you haven't heard Google has recently stated that as of April 1st they are going to start flagging ad variations that put their phone numbers in the text. My first thought is "why would you even think of doing this when you can simply use the Call Extensions"?... my co-workers seem to be of the understanding that Google will not check the Display URL for phone numbers, and they are also telling me that Google Reps at the Help Center are telling them that putting the phone number in the Display URL will not be flagged come April 1st...So my questions to you all:

1. Does anyone else do this? Do you put a clients phone number in the Display URL? Why? Do you have any data to support doing this? why do this instead of using Call Extensions?

2. Do you think this is "spammy" looking? If you see the top three ad variations, and one has a phone number at the end of it's display URL (www.example.com/1-888-555-5555) would you not think this looks "spammy" and steer clear of it?

Thanks to all for your input here...


5:16 pm on Mar 25, 2013 (gmt 0)

fascinating. seems like one of those things you have to test.


12:53 pm on Mar 26, 2013 (gmt 0)

5+ Year Member

Thanks for the reply sammer... has anyone out there run any tests with phone numbers in the Display URL before? Share please... Thanks...


5:43 am on Apr 13, 2013 (gmt 0)

The Real Saxman,

Thanks for your post.

1. Before phone extensions (and even now), we'd do this, for no other reason that it's just another kw-rich url, and it's good marketing. Lots of people search by toll-free number / phone numbers, and it's a great way to attact new biz...and just makes it easier for people to find you.

2. IMHO, I don't think it's spammy-looking. I think it's just good advertising/marketing. Your user, if totally lost, can always find your toll-free number, that's for sure. :)

Hope my answers helped in some way.


7:06 am on Apr 24, 2013 (gmt 0)

In recent policy update google cleared Phone Numbers No Longer Allowed in Google AdWords Ad Text.In April 2013, google started to disapprove ads that were using phone numbers in their ad text


12:37 pm on Apr 24, 2013 (gmt 0)

5+ Year Member

Thanks bloominguk. I've seen the new policy on the numbers not being allowed in "Ad Text", but we called G and they are telling us that Ad Text does not constitute Display URL text. My first impression was your same thoughts, but G pretty much said otherwise. However, even more recent than when I posted this thread, G has issued another policy update that says people can no longer add IP addresses to their Display URLs. I'm going to ask a followup question here:

Who ever put an IP address in their Display URL, and Why?Please explain...

Other than that I'm wondering now if IP addresses in the Display URL is going to basically include all numeric characters of a certain format (such as ###-###-#### or #-###-###-#### or ###.###.#### or #.###.###.####)



8:56 pm on Apr 24, 2013 (gmt 0)

For your last part of the question ("Other than..."), I found a couple sites that could possibly help in this endeavor: www.csgnetwork.com/ipaddconv.html
But, other than FTP addresses, which commonly use IP, I couldn't really find any legitimate reason to include an IP in your display URL. First instincts would say it's unwise, because, assuming the IP is yours/your company's, if the only thing someone has on you to locate you is your IP, that may not be the customer or individual you'd want, ie if they're searching the web for your IP. Just my 2 cents. Hopefully helps. I'll be interested to see what others might add.

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