Google Rolls out “Bid per Call” in Google AdWords

Google Adwords announced today a new bidding feature for Google click-to-call ads.  Managers in the US and UK (sorry to us Canucks I suppose) will be able to adjust bidding for calls.  This marks the third change for this system beginning with the introduction of click to call where calls were free then transitioning to $1.00 per call and now finally an auction based system.

For those new to this system, here are detailed instructions from the Adwords blog outlining how to set this up:

Setup and reporting 

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, which includes:

  • Summaries of completed calls, phone-through rate (PTR), and phone call cost on the Ad Group and Campaign tabs.
  • Details for each call, including call time, duration, caller area code, and the ad group that drove the call on the Dimensions tab.
What makes this valuable.
Click to call functionality has been a very useful feature for local advertisers looking to take advantage of the growing mobile search space.  Consider industries like plumbing or cremation services where users are in need and are likely to use their phone.  If your ad has click-to-call enabled, you’re more likely to win the business.  For business like this, their desire is to make the phone ring rather than have a lead form completed and as such, enabling an auction model will allow for more control over campaigns.
Cautionary Tale.

One business we manage opted out of the click-to-call system due to issues with how Google recycles and uses its numbers.  For a period of a month, an electrician service out of state and completely unrelated to the clients business was receiving our clients phone calls.  Google provided no explanation of the issue and as such the client requested we stop using this feature.

About Adam Green

Adam Greenis the Founder of Maple North. Maple North is a toronto internet marketing agency based in Toronto, Canada. Our team specializes in PPC Management, Local SEO, Google Analytics, Social Media Marketing and more.

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