Our mobile phones are with us for a large part of the day. When you're on the go and there's no time to turn on a laptop or computer, it's natural to reach for your phone when you need to conduct a search, especially now that many phones have the capability to access the Internet. According to the Kelsey Group, there are currently 54.5 million mobile Internet users in the United States, representing 25% of online users. Since mobile is such a great way to connect with these potential customers, we'd like to ensure you have the tools you need to make your mobile campaigns relevant and useful to someone on-the-go.

One of the main features distinguishing a phone from a laptop or computer is its ability to make calls. With mobile click-to-call, Google allows customers to connect with businesses directly from their ads. It's easy to include click-to-call phone numbers in your ads, regardless of which type of phone the customer is using. We've discussed enabling click-to-call for devices with full Internet browses in this post about using a national phone number and this post about location extensions, but want to be sure you don't miss out on this feature when targeting users with WAP devices as well.

Click-to-call on WAP devices
The majority of mobile phones currently have WAP browsers. Originally, targeting these types of phones meant creating a mobile-specific webpage. But, if you include a click-to-call phone number in your ad, you don't need a website at all to advertise on these phones. With WAP devices, a click-to-call phone number will appear as a 'call' link at the end of your ad text. Simply include this feature in your ad if you'd like to enable customers to connect with your business by phone.

Visit the Help Center to learn more about setting up click-to-call phone numbers in mobile ads that appear on WAP devices.

Whether you're trying to reach people using devices with full Internet browsers or those on WAP phones, click-to-call offers an additional way for you to connect with all types of potential customers.