Google Adwords- Call Metrics Updates

I just received the latest information on some changes to call metrics in Google. For those advertisers with call metrics enabled in their campaigns, I wanted to notify you about important changes related to pricing and reporting that Google has planned either on or after May 16th.

Adwords Call Metrics

Adwords Call Metrics

New pricing for phone calls to Google forwarding numbers

Google will begin charging $1.00 USD per dialed call completed to your Google forwarding numbers. These calls occur when potential customers who are using a desktop or laptop computer see your ad and dial the number shown.

Charges for calls from click-to-call ads on a high-end mobile device are not changing. Such calls continue to be charged as ordinary mobile search ad clicks.

Reporting changes

Along with the pricing change, some important reporting updates will occur as well. Detailed call statistics, including call duration and origin area code, can now be found on the Dimensions tab rather than the Campaigns tab (how to review reports on calls). Additionally, call summary reporting will be available at the ad group and campaign level.

What’s next?

In the near future, calls to your Google forwarding will be factored into Ad Rank calculations, which determine an ad’s position and cost per click. You’ll be able to influence your ad position by specifying a bid per call greater than $1.00 USD — similar to increasing your max CPC bid today.

Clearly, this is a further attempt by Google to pad their bottom line and, as the mobile channel continues to grow, I expect these costs to inflate similar to CPCs. What are your thoughts about the pricing change? Will this impact your advertising strategy?

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