Google is upping its mobile advertising game.
Search Engine Land reports that notifications have been sent to AdWords advertisers telling them about a new way of charging for mobile ads – Pay per Call.
Most smartphones allow you to select and call a phone number from within the browser. Under the new scheme, if a mobile ad contains a phone number which you select and call from your phone Google will charge the advertiser.
With a phone call often being the most convenient way of responding to a mobile ad, this is a smart move for Google; pay per call, instead of pay per click. As Search Engine Land notes, ”This is a version, effectively, of “pay-per-phone call” but the cost per call is the same as a click — a bargain (generally speaking) for the advertisers to receive a “warm lead.”
This is a variation on Google’s discontinued ‘Click to Call’ service and the ‘Pay per call’ model offered by companies such as MIVA. By taking the service to the mobile web, Google is allowing users to connect directly to advertisers by phone instead of having to input a phone number manually.
This move is the latest in Google’s strategy to capitalise on the mobile web. With the recent acquisition of mobile advertising firm AdMob and an increasingly aggressive promotional push on the Android platform, Google is taking mobile seriously.
Next up for Google’s mobile strategy? A certain major announcement in a few hours’ time.
if “click per call” didn’t wor for regular browsers why do they think it is going to work for mobile advertisements?
Cheers,
Dean Collins
http://www.Cognation.net
sorry martin (and andrew), you’re both wrong – the advertisement wont know your number so the process will still eb the same in that you have to enter your mobile number into a box in order for the two legged outbound conference call to be connected).
eg entering in your desk phone number of a desk browser is exactly the same fail.
(now if they were smart and used Mexuar like technology to do voip from the desktop or mobile browser then that would have made more sense).
Agreed Martin, the use case on the mobile makes much more sense for pay for call than in browsers.
This is a pretty smart idea by Google especially since they just acquired a mobile advertising company. I trust that’s not a coincidence!
Not sure if this will be their “ad words for mobile” strategy long term but for now this seems like a clever new business model for them.
Agree w/ Martin here. The experience is hardly different than that of looking up a contact on my phone and clicking on their face. And isn’t the mobile market supposedly larger than the browser market? And the nature of that browsing often much more strongly linked with the need to make a phone call?
The advertisement won’t know your number but your phone does. Most smartphone browsers already allow you to click any phone number in a web page and call it. All this does is add a charging element to that functionality.
that was really fantastic, technology really helps us, like cellphones who help us to communicate to our relatives around the world, computer who help us to search faster in net,to program a one thing and to list down those important things in any office word like power point and etc. That's why they consider the technology as the best findings of all
Yahoo has offered this for awhile. Were this a non-Google article, it would have been pointed out that this technology already existed in the marketplace.
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I think this is a great ideal! Plus, advertisers can make a boatload of money marketing this way and is proven here: http://www.paypercallmillionaire.com
Because unlike regular browsers, mobile phones are designed to make phone calls – a much more natural experience.
Did you really ask that question lol