When working with Google’s Call Only PPC ads, you need every advantage you can get. Although Call Only Ads generally have significantly higher conversion rates, their ad quality scores are generally lower than search ads. Lower ad quality scores are due in part to the limited real estate of Call Only ads versus conventional search ads which have more liberal character limits and ad extensions. There are currently 10 types of ad extensions in Google Adwords (see Figure 1). The good news is that you can use some of these extensions to boost Call Only campaign performance.
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