How to Use Call Extension in Google Adwords

Call extension feature allows advertisers to show their phone number in ads and user can directly call on their phone number. When you set the call extension feature for your campaign, Google will assign and display unique forwarding no. for your ads. So when ever someone call on Google display phone number, call will be rerouted to your business or mentioned phone number.

How to set up Call Extension
In order to set up call extension:

• Click on the Ad Extension and then
• Select the Call extension
• Select Country or Territory
• Write down the your business phone no.
• At phone number options you can select the Google call forwarding no. or show only your business no. on mobiles and then save.

At phone no. options you can see two options:

• Show my phone no. only on High end mobile device
• Show a Google forwarding phone no. on all eligible ads and services

At High-end mobile phone options you can see “Allow click-to-call and clicks to your website” and “Allow only clicks-to-call”. If you want people only click on your phone no. not headline select allow only click to call.
After doing this you can see the call details data at adwords interface. In order to see phone calls, phone impression, phone through rate (PTR) and phone cost data, click on Columns tab and then customize column and select metrics click on Call Details and add these metrics.
Note:  Columns for Phone impressions, phone calls, PTR and phone cost don’t show the mobile clicks-to-call data, here you can see only manually dialled calls from ads shown on computers and desktops. You can see mobile clicks-to-call data at “Click Type” metrics, for this:

• Click on campaign or ad groups, ads or keywords tab
• Click on “Segment” just below the Setting tab and and select “Click type”

For more details report you can see mobile-to-call data on Dimensions tab at “Call details“.
CPP (Cost-per-phone call) for Call extension with Google forwarding no.
Google will charge the USD $1 or local currency equivalent for each call that manually dialed to the forwarding no.when it’s shown on desktop/laptop computers and tablets. In order to show higher ad position you can bid higher for CPP. One important thing to remember is that Bid-per-call doesn’t apply to ads shown on mobile devices. For mobile devices it will charge as normal cpc bid.
Lets understand how Google charge when user click on your phone no. form Laptops, desktop, tablets and high end mobiles

Device	Click Type	Charges	Data Checking
Laptop,Desktop,Tablets	Manually dial Google forwarding phone no.	Min.of USD $1 or higher bid you set for cpp	Call details columns on the Campaign and Ad Group tabs
Laptop,Desktop,Tablets	Click on Ads	Standard CPC charges	N/A
High-end mobile devices	Click on Google Forwarding no.	Standard CPC charges	Call details in Dimensions tab
High-end mobile devices	Click on Ads	Standard CPC charges	N/A

Note: Call extension with Google forwarding phone no. does not work for campaign opted to CPA or automatic bidding.