• http://twitter.com/Rasinen Thomas Rasinen

    While setting up a new Enhanced Campaign in Google AdWords focused on roofing for a regional construction company, we learned the click-to-call functions are more expensive per call call than clicks.

    Therefore we focused on the location extension instead to minimize cost.

  • http://twitter.com/ImRobertJDuncan Robert J. Duncan

    But calls can lead to a higher conversion rate than clicks…

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Google has shown repeatedly that they are not your trusted business partner. They change rules and policies with little or no regard to anything but their own self interest. So implement anything they offer only as a short term term tactic. Do not bet your business on it.

  • http://twitter.com/EPlatformMktg E-Platform Marketing

    Self interest? While we, the customers, may not like it you must remember that Google’s first responsibility is to it’s shareholders. This is an opportunty to better monetize their product and it’s a fair move. You have the opportunity to buy Google stock and enjoy the ride. (and I am not a Google employee, just a free market capitalist).

  • http://www.39celsius.com/ Toby Danylchuk

    That’s bad news for a whole host of reasons! The number Google uses is a toll free #, not local, and has much lower response than using your local area code number. And to @disqus_IYGRfPh6sn:disqus point about what happens to the number when you stop…bad news that they just roll it over so quickly to someone else. From our own call tracking data from 3rd party providers, it takes at least 30 days for a number to be clean, and sometimes longer.

  • http://www.facebook.com/Nauthiz1 Trevor James McCann

    This is stupid, just another way for Google to charge advertisers. My Google account manager called me trying to get me to switch my clients to enhanced…I knew some bullshit like this was coming.

  • http://www.facebook.com/govinds Govind Singh

    OMG What Google want….?

  • braintechnosys

    Google has been doing weird things since last 2 years to promote their own products and make more revenue.
    http://www.braintechnosys.com

  • robthespy

    I think a lot of you (advertisers) need to become a little more familiar with how “Call Extensions” work.

    I’m not sticking up for Google here, but there are a lot of misconceptions in the comments I’ve read.

    Reach out to an Adwords rep w/ your concerns. They may or may not give you the info your looking for…but that would be my first step.

    Personally, I want people coming to the website and then calling us/taking action. And if you position yourself properly via organic and local channels, a phone number in an Ad is probably a waste of $ AND space for most of us.

    …rolling w/ the punches- thanks, Google!

  • http://www.LeadDiscovery.com/ Jerry Nordstrom

    Google is just making friends left and right. We have rarely found Call extensions a profitable option. The calls come in less informed, close poorly, and the number they use starts on its multi-owner journey. In one case a customer saved the number on their smart phone, but named it with a friends contact # – They called the number 15 times a day for a week.

    Can you imagine how happy 1-800-flowers, 1-800-balloons, 1-800-dentist and the rest of the branded phone # companies are feeling about this?

  • robthespy

    Are you in the US?

    A) they don’t do that.

    B) you should have known what you were doing before you started using the number and again when you removed it.

    C) there are other options that could have allowed you to avoid this.

  • N Neologism

    Good thinking. If my revenue is down because of Google’s greedy policies, I can just make up the difference by investing in Google. Maybe we should all close up shop, invest in Google, and “enjoy the ride.”
    Another fine example of the sociopathy of the free-market capitalist.

  • http://www.LeadDiscovery.com/ Jerry Nordstrom

    Yes and no Robert. Given enough time consumers of some businesses may adapt the Google # as the main line for the business and call it as needed resulting in high Pay Per Call charges.

    I rarely remember my dentists #. When I need it I do a quick search, often its the first organic listing with the number right n the description. If there is an ad with the Google number many searchers may use that instead. They may even update their contact file with it.

    Advertisers want phone number extensions to increase new customer calls, not replace their official phone number used by existing customers.

    Can you think of any ways to minimize this risk?

  • Maggie Holley

    Google Forwarding Numbers are only available to the US, UK and Germany so that is a pain if you are in Australia!
    :(
    Call Tracking and dedicated numbers are advisable for small businesses especially…

  • http://twitter.com/KFarhat Kashif Farhat

    Very informative article and comments!

    Somehow I don’t see any change in my ads in Google Adwords that I had set up in the January with our business phone number. My ad is still showing up in Google with the complete phone number. Any idea why this update has not affected my ads?