AdWords Advertisers Get Bid-Per-Call

Bid on both calls and clicks

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Google is rolling out bid-per-call in AdWords to US and UK advertisers over the next few weeks. This means advertisers have the ability to bid for phone calls, as well as for clicks, when they run search ads on computers and tablets.

“Let’s say your business sees phone calls as a valuable lead source,” says product manager Surojit Chatterjee. “You’re willing to pay up to $5 for a phone call and up to $1 for a click from a prospective customer who searched for ‘caribbean cruise’ on Google search.”

Bid Per Call

“Today, a combination of your ad’s Quality Score and max cost-per-click (CPC) bid determine your Ad Rank, which influences your ad’s position,” Chatterjee adds. “But with bid-per-call, your bid for phone calls and phone call Quality Score can directly factor into your Ad Rank, too. Higher ranked ads are more likely to be seen and can therefore generate more phone calls (and clicks, too).”

Advertisers will find an option to use a Google forwarding number when they set up call extensions, so Google can measure when a call to their business actually happens.

Advertisers who use bid-per-call will get summaries of completed calls, phone-through rate (PTR), and phone call cost, via the Ad Group and Campaign tabs. They’ll also get details for each call (name, duration, area code, and ad group that drove the call) via the Dimensions tab.

More info on bid-to-call is available here.

AdWords Advertisers Get Bid-Per-Call
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  • http://www.siteproppc.com Chelsea Davis

    This is the next best thing to Call Metrics. Many of our AdWords clients value phone calls from their Google ads, and many do not. The $1 fee per call for Call Metrics seemed pretty arbitrary on Google’s part. Using a bidding system makes much more sense, and I’m already looking forward to competing for phone call quality scores for my clients!

  • http://www.canada-goose-parkas.ca/ Canada Goose Outlet

    Wow~ this is a good news. If possible, that will improve the business from ads!

  • Jeff

    so let me get this straight…

    before this, you can use google call-extension feature and place your own phone number in there and when someone calls you don’t get charged a penny for the call. you can also put your number in the ad itself (but will use up your character count) and someone can also see it and call the number without google taking a penny from you.

    now, if you use the call-extension feature, google will charge you anytime someone calls that number, as well as anytime someone clicks on your ad. so instead of generating revenue from one single action, google now can generate revenue from 2 different types of actions. how’s this good news again?

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