How much is a click worth? It depends on the business, the keyword, the season, the engine, the time of day and a host of other factors. We've built an amazing platform for anticipating that value. How much is a call worth, instead? That's the new question we and others need to tackle as Google rolls out its new bids for calls feature to desktop machines in AdWords. As Greg Sterling explains, participants must sign up for Google's call tracking, and Google chooses the phone numbers. Bidding will only be available at the AdGroup level and there are click volume and call volume minimum thresholds that must be met for the system to work. Call-Through Rates will be a factor in Quality Score for participating advertisers. The questions raised here are fascinating!
- Will the calls be incremental, or would callers have clicked the ad absent the phone number?
- Will the people who call be closer to a purchase decision or further away from one, since they're seeking a human interaction?
- Will the conversion rate be higher for the people who call than it would have been for those same people had they clicked instead? If so, by how much?
- Will the quality of the calls generated by searchers who haven't even reached your site be as good as the average call quality to your call center?
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