1-800 Numbers in Ads

What's the real reason?

[EarleyGirl]

I'd say displaying an 800 # in an ad is a way to get free advertising. Why would anyone click the ad? Wouldn't they just call the number listed on the ad instead?

This isn't just one or two ads, but several. No wonder no one is clicking in those channels.

Has anyone else seen this?

[humblebeginnings]

I have seen it too and filter them.

[Rodney]

Why would anyone click the ad? Wouldn't they just call the number listed on the ad instead?

Because many people prefer doing research on the company via their website before making a purchase (or calling them on the phone).

Because having an #800 in the ad could give the shopper/visitor more confidence in visiting that site over its competitors because they put their contact information right out front.

It also can make the ad stand out so that the surfer is more likely to notice it and click on it, thus making you more money.

Although it may happen, I highly doubt that a visitor is going to pull out their phone after seeing a less than a dozen words and an #800 number. Most likely they will be intrigued to click and learn more after reading the company's webpage, and then make the call after they have done their research.

[elsewhen]

i agree with Rodney... i highly doubt that someone would pick up the phone and call without clicking. i think the primary motivation for the advertiser is to convey a sense of legitimacy and stability.

the truth is that anyone can get an 800 number, but the average website visitor probably doesn't realize that.

[Edge]

In air-media (radio an TV) a unique 1-800 number is provided to track advertising inquires. I wonder if the advetiser is an air-media type.

[joeking]

We have had this discussion before.

To me any phone number in the ad is an attempt at free advertising. I have heard all sorts of excuses for including one - credibility, etc - but the bottom line is it is an attempt to get people to ring instead of click. I filter them too.

[europeforvisitors]

As others have said, credibility is the reason. The toll-free number suggests that the advertiser is a real business and not a scam artist or an amateur.

If you want to filter the ads, feel free, but you may be hurting yourself, because Google is likely to display lower-paying ads.

[LifeinAsia]

Many PPC networks are also experimenting with pay-per-call. Each advertiser receives a unique toll-free number to display and get charged each time someone calls that number. Since the number gets routed through the PPC network first, they can easily track.

[21_blue]

the bottom line is it is an attempt to get people to ring instead of click

Putting in an 0800 number could potentially have one of three effects:

1. It gives the visitor confidence and they are more likely to click. That is, 'you win' because you get more clicks.
   
   
2. It makes no difference. In that case, the advertiser is one more person in the bidding system, so helps to drive prices up. That is, 'you win'.
   
   
3. The visitor rings the company rather than clicks. In that case, the advertiser's CTR goes down, so their quality score goes down, so they have to bid more to maintain their position on the page, and the bidding drives prices up. So although you may lose a click in the short term, in the long run 'you win' because rates go up.
   

The only scenario where you lose is banning the advertiser - because reduced competition for ad space means lower rates.

[europeforvisitors]

Also remember that Google earns money from clicks (just as we do), so Google wouldn't be allowing 800 numbers if it thought they were a threat to its bottom line.