So, you're eating calamari at your local seafood joint. Did someone say "Pirates of the Caribbean"? You open up the browser on your smartphone and Google the phrase "Video Store" and AAA Aardvark Video pops up. You click on the number and your phone makes the call. Google is starting a new feature on the mobile ads that show up on a search result. The company running the ad has the choice of whether or not to allow the user of the phone to click on the phone number on the ad and automatically connect to the company via a phone call. And because the service includes a running totsl of the calls the company received, AAA Aardvark can decide if its current ad campaign is bringing in the moola. Any mobile device with a full internet browser will be able to dial the company at the specific phone number in the ad. Google customers using AdWord or advertisers looking for a direct connection to customers might want to read this release
. After all, advertisers who participated in the beta testing saw click through rates increase by 5% to 30%.