Google has revealed adding a bid adjustment in AdWords clearly for calls and the adjustment informs how often call information appears in mobile search ads.
Bid adjustments for calls can be used to get call extensions to show more or less often in mobile search campaigns. It looks very likely this is the first of what Google is calling bid adjustments for “interactions”.
Announcing the update, Google said that “For example, 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. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.”
The feature is available for any campaign in the new AdWords interface.