Bid To Call – AdWords CPP – Cost Per Phone Call

Google AdWords announced today that they are rolling out a new bidding option on their paid search listings; Pay Per Phone Call or CPP, this is a new option that will be welcomed by many people especially those selling services but it will also be useful for product sales too so it’s one option that we are eager to try out for some of our ppc management clients.

Initially we anticipate it being an easy, cheap way to drive calls but before long we can see it becoming very widely used and expensive in some sectors, legal and high value service sales being two that spring to mind easily.

To enable the CCP option you need to use a Google forwarding number which you get when you set up Call Extensions, details >here< after this it’s just a case of selecting the max CPP bid that you are willing to pay for each call and it will be activated.

New metrics to keep an eye on the CPP action include summaries of the calls, PTR (phone through rate!) as well as the all important call cost on the adgroup and campaign tabs. Each call will be detailed by call time (of day), duration, area code and the adgroup that generated the call (shown on the dimensions tab).

Currently CPP is only avalialable in the USA and UK, The max CPP bid is set at Adgroup level (not keyword!) and each adgroup must generate a minimum number of clicks first, for more information you can read up >here<

AdWords Cost per Phone Call will take a lot of the stress out of PPC management for some people as it will drive serious leads rather than tentative online enquiries although the Quality Score will still be a major factor as will the keyword selection so whilst the contact method is different to normal online activity the ppc account still needs managing properly by someone who knows what they are doing.

You can read more about undestanding CPP bidding >here.