Apparently Google is testing its click-to-call feature again for AdWords, which may be another run at PPCall. The company tested a click-to-call box in 2005 and 2006 but “nixed” it in mid-07.
Basically consumers have not taken to click-to-call but the argument for PPCall is very compelling. It just costs a good deal more to provide tracking numbers vs. a VoIP-supported box that remembers your phone number. Below is a screenshot from the prior Google test:
image via Greg Yardley
Microsoft and Superpages discontinued their click-to-call features. At the time Google stopped using click-to-call it said:
“Google is always working to improve the local search experience. We are constantly testing new features and iterating based on feedback from our users. Click-to-call was a valuable experiment that enabled us to learn more about the preferences of our users. While we are no longer providing this service, we expect to incorporate our findings into future developments for Google Maps.”
I’m curious as to why this has resumed.
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I’m corrected by Superpages, which says it’s still using click-to-call.
January 25, 2008 at 4:30 am
I am a channel manager at Ifbyphone, a provider of hosted Click-to-Call and IVR solutions for the SMB space. Google is not alone in their interest in Click-to-Call technology. Hundreds of SMB’s are using Ifbyphone’s Smart Click-to-Call functions to increase conversion rates and the number of prospects that they actually talk too.
January 25, 2008 at 11:59 pm
[...] Google Showing Renewed Interest in PPCall? [...]
January 29, 2008 at 11:45 pm
[...] a little more tonight once I have time to talk more indepth about Google trying Pay Per Call as Greg Sterling has noted in a [...]
January 30, 2008 at 5:46 am
Have you noticed the increase in the inclusion of phone numbers in Adwords ad copy?
Consider the ready to buy customer — is a phone call not the quickest way to get a response from a local company?
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