Bing announced last week that it is introducing Call Extensions across all devices via Skype, enabling advertisers to connect with customers through phone calls from their ads.
Last year Bing introduced a beta of Call Extensions, limited to smartphones. That project yielded some positive results for advertisers who saw higher ad click-through rates, more phones calls and better engagement according to Bing.
The feature will enable advertisers to show a phone number along with their search ads on smartphones, PCs and tablets and only be charged on a cost-per-click basis. Advertisers will be able to access reports to see performance metrics (impressions, calls, spend data) at the campaign, ad group and even down to the extension level.