Google is launching a new AdWords feature titled bid for calls. It is a PPC as in Pay Per Call add on for the PC. It is not like Click to Call at all, but is different. The new program will launch in the US and UK in the beginning, before reaching other countries.
How Does Bid For Calls Work?
To begin with, it is based on the Call Metrics that is Google Voice infrastructure. While using this feature, the AdWords advertisers need Call Metrics and a Google Voice-generated call tracking number. The catch is that, now instead of paying $1 per completed call for call tracking, the advertisers have the option of bidding for each call.
As Google says, “To take advantage of bid-per-call, select the option to use a Google forwarding number when you set up Call Extensions so that our systems can measure when a call to your business occurs. With bid-per-call, you'll also get the benefit of detailed call reporting right in AdWords.”
This detail report that advertisers stand to get in AdWords comprises:
- Complete report and summaries of completed calls, phone-through rate (PTR), and the phone call cost on the Ad Group and Campaign tabs.
- Call details like call time, caller area code, and the ad group that was instrumental in driving the call on the Dimensions tab.
Google has stated the following eligibility requirements for the feature, “At this time, bid-per-call is available only in the US and UK. Max CPP bids are set at the ad group level. And each ad group must meet certain minimum click and call thresholds. If you're already using Call Metrics, you must enter a Max CPP bid in order to activate bid-per-call. ”
The Call Through Rate Now A Ranking Factor:
Google has planned that depending on the number of bids and how many calls are received, calls will be included in its ads quality score. However, if as an advertiser, you choose not to participate in bid for calls, you will not be at any disadvantage. But the AdWords rankings of advertisers whose paid-search ads are generating lots of calls will get quite a boost.
Earlier this year Google announced its click to call enhancements, and pay per call feature has been expected by the industry since then. This new feature is being seen as an important development for AdWords advertisers.
Who Will Benefit The Most?
This new feature will be a huge benefit for national and local level advertisers, that have call centers or real stores (not just an online presence.) The facility of bidding on calls separately as well as getting ranking “credit” for calls generated from Google ads will be hugely beneficial for these advertisers.
What do you plan to do? Will you bid when the feature is rolled out in your country? Do leave a comment.