Google drops the idea of Pay-per-Call ads

Google has announced that it will not go ahead with Pay-per-Call ads, a concept which was considered the next dimension in interactive advertising. Pay-per-Call ads are meant to make the users respond to an ad by picking up their mobile phone and talking to the respective advertiser.

Let’s take a look at the typical Pay-per-Call scenario - the customer sees an ad which is interesting, he clicks on the ad, he is asked to enter his mobile number, Google calls the customer and connects him to the respective advertiser. In this process, the call charges are taken care of by Google and it will charge a fee for the lead from the advertising party.

There were a few test runs on this concept when Google came up with this idea a couple of years back. But then, the results were not as good as expected and Google has now decided not to go ahead with Pay-per-Call adverts, at least for now.

Google will continue its text ads and Pay-per-Click ads, both of which have been very successful and productive for the advertisers, as they pay only when the user clicks on their ad and visits their website.

Categories: Cell Phone Advertising, Google.

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