Google launching Adwords Call Metrics full scale

Rolling out November's beta launch

[bw100]

Launched in beta last November, with limited availability to advertisers, Adwords Metrics is now launching full-scale:

Google Opens Up Call Metrics, Plans Bid-For-Calls Marketplace

This morning Google is announcing that its Call Metrics call-tracking capability is going to be generally available to all US and Canadian AdWords advertisers. ... Powered by Google Voice, ...

This would mark the arrival of PPCall advertising on Google and would exist in parallel with traditional PPC bidding. [searchengineland.com ]

and, here's the official Google announcement
[adwords.blogspot.com ]

Call Metrics, a simple way to get more phone calls and detailed call reports with AdWords, is now available to all advertisers in the US and Canada. Availability was limited since the introduction in November 2010, so thanks for holding.

Call Metrics works by assigning and placing a toll-free forwarding number next to your ad text on Google search pages. When a user sees your ad and calls the number, AdWords registers the call and forwards it to your business. So far, we’ve connected over 5 million calls for thousands of businesses. And calls generated from ads using Call Metrics last six minutes, on average.

Another revenue enhancer. And, of course, it only works with Google Voice.
And, notice the vague "generally available" wording.

This could turn out to be quite an effective tool for some advertisers to drive traffic.

[edited by: Brett_Tabke at 1:17 pm (utc) on Jul 21, 2011]
[edit reason] fixed link [/edit]

[netmeg]

I have been waiting and waiting for this.

[RhinoFish]

they need a script for the landing page, so we can make the same phone number dynamically appear on our pages (for those visitors), to complete the tracking feedback loop.

[Panthro]

Why don't advertisers just include their phone number in the Ad? This is a nice way for Goog to find some extra revenue, though.

[Sgt_Kickaxe]

because if advertisers include a phone number in the ad visitors can call it without Google knowing the action took place. While convenient for the visitor it wouldn't be very profitable.

[rwilson]

they need a script for the landing page, so we can make the same phone number dynamically appear on our pages (for those visitors), to complete the tracking feedback loop.

Yes that would be a great idea, also it would be cool to remove the phone number from the ad and only have it show on the landing page.

[Mongoose Metrics]

Call Metrics is a great way for Google advertisers to track offline conversions, but it's important to consider that a call is a larger investment than a click. As a result, it can be hard to deliver a value proposition that motivates a searcher to call through a Google ad. For some businesses, where the value proposition is clear (e.g. plumbing or HVAC) PPCall through Call Metrics will likely be effective — especially for those with brand recognition. However, for more complex businesses, and B2B companies in particular, I think a lot more research has to happen before a call is made, and in these cases ads will not likely yield substantial call volumes at the AdWords level. These businesses need the opportunity to educate, and, like RhinoFish and rwilson mentioned, they should have call tracking installed on their landing pages and throughout their websites to track offline PPC conversions that occur post-click, to accurately track their campaign effectiveness.

[J_RaD]

because if advertisers include a phone number in the ad visitors can call it without Google knowing the action took place

yea, great way to get free traffic! its not trackable and sloppy, but hey it will pull for a while until they ditch your ad for no clicks :-P