Bid-per-Call in AdWords

AdWords is introducing bid per call in US and UK. With our Ads, phone number also will be shown and on getting a call, we will be charged for the call as well as the click. Similar to the Quality Score, Phone Call Quality Score also will be there to decide the position of the Ads.

When we start bidding for the call, Ads will be shown in computers and tablets and will be charged when we receive a call to that number. As this is new, there is a good possibility of conversion at a reasonable cost for the early users.

To take advantage of bid-per-call, select the option to use a Google forwarding number when we set up Call Extensions so that our systems can measure when a call to our business occurs. With bid-per-call, we'll also get the benefit of detailed call reporting right in AdWords, which includes:

• Summaries of completed calls, phone-through rate (PTR), and phone call cost on the Ad Group and Campaign tabs. 
• Details for each call, including call time, duration, caller area code, and the ad group that drove the call on the Dimensions tab. 

When we enable call extensions with a Google forwarding number, Google provides and displays a unique phone number in our ads, on both mobile and desktop devices.

If a potential customer calls the Google forwarding phone number from our ad, AdWords will route the call to our business phone number. We'll then be able to see the number of calls we received, including call duration and the inbound area code, in our call reports.


http://adwords.blogspot.com/2011/10/introducing-bid-per-call-in-adwords.html