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Google takes a huge step in call monetization with Bid-Per-Call

Henrietta Lawrence

This is the big news we’ve been waiting for since Google launched Call Metrics for AdWords almost exactly a year ago.

Rolling out over the next weeks, AdWords advertisers in US and UK will be able to buy calls in addition to clicks from desktop search, just like advertisers on Freespee’s partnering ad networks have been able to for a while now. We expect Google to expand this offering to additional countries (including the 13 other Freespee countries) during 2012.

This is great news for us and for the performance marketing industry, as it opens up new opportunities for advertisers to acquire sales leads more efficiently by being able to bid for calls also on Google.

In Google’s announcement, an example price of $5 per call is given as equivalent value of $1 per click. The simple reason for this is that people who call are further ahead in the purchase funnel than those who click – people who often are just looking for information. According to our statistics, the value of a call can be as much as 10-20 times that of a click, depending largely on the type of product/service, country, demographics and campaign optimization.

We welcome our friends at Google in joining the successful ad networks and search engines to offer calls as advertising currency.

You can learn more from the Search Engine Land article by Greg Sterling (@gsterling).

Does your ad network monetize calls yet?