Hey, this is interesting. Google is testing some pay per call ads with a program called Click to Call .
“Here’s how it works: When you click the phone icon, you can enter your phone number. Once you click ‘Connect For Free,’ Google calls the number you provided. When you pick up, you hear ringing on the other end as Google connects you to the other party.”
You can try it yourself with a search on Google for “New York Hotels“. See screen shot below:
Pretty interesting keyword phrase match on the part of Google, since the Search Engine Strategies conference is coming up in New York at the end of the month. Or am I giving Google marketing too much credit?
Hat tip to Graywolf at Threadwatch
Seth Godin puts in his two cents on Google’s Click to Call as well.
Tags: Google, Click to Call, Google Pay Per Call
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I believe Findwhat (now MIVA) had that functionality a long time ago.
Sure they did - but Google’s distribution dwarfs MIVA by a long, long shot.
It’s not the functionality that’s interesting, it’s the fact that Google is employing the functionality.
Anything that shortens the process to connect the buyer and the seller is very much a positive. From a B2B service provider perspective I am absolutely willing to pay a substantial premium to have an interested prospect call me. What that premium is worth to each business probably varies greatly, but still it is a great method to circumnavigate the old CPC process. With my business, at the end of the day revenue is generated by talking with people and closing deals. New business is not generated by having people end up on a landing page. Cheers to Click to Call.
I’ve noticed this practice being utilized in few industries. For some it works and for most it doesn’t.
I’ve seen few companies start using Pay per call and then abandoning it in 2-3 weeks. I guess people who go online are more comfortable with having the power of click instead of utilizing offline engagement.
Think about it … you give your number and then you have to WAIT for a call back. What you did is, you just gave away your power of action to the company (for that time).
That’s an interesting perspective Igor. We’ve experienced similar client disinterest also.