• by Laurie Sullivan  @lauriesullivan, July 26, 2017

Google has added bid adjustment in AdWords for calls to inform the system how often call information appears in mobile search ads.

Mobile has accelerated the use of call technology. On average, calls convert three times better than web clicks, according to Google.

Call bid adjustments aim to help marketers generate more calls in search ads. As Google points out in the post, click-to-call ads were introduced seven years ago to help marketers connect with more customers on the phone.

The bid adjustment range is -90% to +90%.

Extra Space Storage, Medical Guardian, and Vitality are some of the brands using the tool.

"If you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation," Google explains in a post. "Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.

Call bid adjustments are available in the new AdWords, which will roll out to all advertisers by the end of the year.