Google had been sent an update on March 31, 2015 to all advertisers. It was related to call extensions in the Google Adwords. According to this update by Google AdWords, the phone numbers which are being shown in call extension, will have to be verified. This process is going to be start from June 2, 2015. Call extension will be disapproved, if the phone numbers provided will be unverified.
Official E-mail from The Google AdWords Team :
As described above in the e-mail, the phone number you have provided can be verified :
- Having on your site landing page
- Link - between Google Analytics and Webmaster.
- Add Adwords conversion code to ad's landing page.
As you have read in the article above, the first two picks are seems to be so easy for verification, last one will be the least popular option.
You will need to use the call extensions feature if you want to include a phone number in your AdWords ad. Once April rolls around the ad shown below will no longer be allowed in AdWords.
Advertisers will continue to be charged for a standard ad click, every time a mobile user clicks on "Call" button or the forwarding phone number link (this is not a new charge), you can see it in this screenshot given below :
One cost Google is excluding with AdWords enhanced campaigns, upgraded call extensions is the $1 charge for using a Google forwarding numbers on ads, that appear on desktop searches, such as this one.
Using call extensions with the Google forwarding numbers, allows you to measure conversions. You can find details such as phone calls, phone-through rate, phone impressions and average cost per phone call in the Campaign and Ad Group tabs.
According to Google, "your group of ad will have to receive a minimum numbers of clicks, to be able to show call extension and minimum number of calls to show a Google forwarding number."
Google provides more information on setting up call extensions(https://support.google.com/adwords/answer/2454052?hl=en).
Information Credit - Osvin Web Solution, Leading Service provider for Mobile App Development India
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