Bid per call or cost per phone call? Google can't seem to decide what to call its pay-per-call extension, which has just come out of beta. In a post on its Inside AdWords Blog, Google generally refers to the extension as bid-per-call. Yet in the AdWords Help section Google uses the abbreviation CPP (cost-per-phone call) where "P" stands for "phone call" as well as "bid per call." Huh?
Regardless of the product's name, you should take a close look at it. Plus, if mobile search-initiated calls are important to you, then you may already be using a sister product, click to call, where a phone number shows up in your ad when a search originates in a mobile device and the user can click to call.
The ability to empower searchers with a quick and easy way to reach out to advertisers and "connect instantly" will be a powerful addition to the AdWords toolset for both national and local advertisers in B2B and B2C categories.
Let's explore some best practices that come to mind right out of the gate. (Additional best practices will evolve as the platform and the users have an opportunity to experiment.)
As an advertiser, you'll have to evaluate the impact of running call-based ad extensions. However, one thing is clear. If a lot of searchers prefer the combination of calling and clicking, the quality score of the ad on a whole will go up. That means advertisers with an ad that resonates with both clickers and callers will be able to afford top positions for a lower combined cost per action than their competitors. Perhaps you'll be the lucky advertiser with the high overall quality score.
The launch of bid-per-call will start in the U.S. and U.K. and could show up as soon as the next couple of weeks. Keep your eyes open for further announcements from Google. If you are a larger spending advertiser, feel free to reach out to Google directly or through your agency.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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