Google has announced that they will be increasing the price of calls made to phone numbers displayed in Google AdWords ads.
To call one of the Google-provided phone numbers it will cost the advertisers 1USD. This rate will apply when a consumer after viewing an ad on his desktop or laptop, manually dials the phone number assigned to the advertisement. The rates for calls made from high-end mobile devices however, remain unchanged. Here is an example of the phone number in an AdWords ad.
Google sent the following email to its AdWords customers telling them of this change:
It’s likely that advertisers, especially those who receive a high number of offline calls, will have to either increase their ad campaign budget to accommodate this extra expense or decide if it’s worth spending those extra dollars on their ads per month. I suspect that some advertisers will discontinue using the call metrics. Searchers who click on these ad can still call the advertisers normal phone number (tip: make sure it is prominently displayed on every page of your website).
Google also outlined in the email that calls to these Google forwarding numbers will be factored into Ad Rank calculations, which determine an ad’s position and cost per click. Just like CPC bids, advertisers will be able to increase their “per call rate” to higher than $1USD to help increase their ad position.
These changes will come into effect as early as May 16.
Do you use the Google forwarding phone-number in your AdWords ad? I would be interested to know how successful it has been. Feel free to share your thoughts below.