The Google AdWords blog has announced the use of click-to-call numbers for advertisers targeting mobile users. This facility has now completed a stage of beta testing and is being rolled out to AdWords campaigns in Australia and worldwide. Google has been developing better options for AdWords advertisers to target Internet-capable mobile phone users, and the click-to-call option recognises the fact that many mobile searchers would prefer to call from the advert, rather than visit the website to find the number.

AdWords advertisers can now add a location-specific business phone number in the mobile ads, so that users can click the number to call the business immediately. Ads can be served based on user location, so that for companies with multiple locations or stores, a potential customer will see - and can click to call - the phone number of their nearest location. This new feature also makes it easier for advertisers to fully measure the results of their ads by allowing them to track how many calls they actually receive within the AdWords interface.

Google says that the beta trial demonstrated that those advertisers who participated saw improved click-through rates, plus they also received more visits to their websites in addition to incremental phone calls. The cost of a click to call will be the same as the cost of a click to visit a website.