Google is waging an all out war with Apple to be the most innovative in the mobile space, particularly when it comes to advertising (because that’s where the big bucks are, and that’s where Google’s business model has always been). Yesterday Google sent AdWords advertisers a message informing them of a new mobile option — Pay per call — according to Search Engine Land.
“This is a version of ‘pay-per-phone call’ but the cost per call is the same as a click — a bargain… for the advertisers to receive a ‘warm lead,” writes Search Engine Land’s Greg Sterling. Instead of seeing an advertisement and having to memorize the number in the ad, users can now select and call a phone number from within the browser. The concept is that this is the easiest way to respond to a mobile ad.
Google’s pitch to advertisers is that “your location-speciic business phone number will display alongside your destination url in ads that appear on high-end mobile devices. Users will be able to click-to-call your business just as easily as they click to visit your website. You’ll be charged for clicks to call, same as you are for clicks to visit your website.”
The click-to-call campaign is one of many innovative ideas that Google will be likely coming out with as Android gains mass adoption. This is all good news for mobile advertisers and marketers — with Google in the game, advertising and marketing becomes a bigger part of the “mobile success” picture. No longer are hardware, phone contracts, and apps sales enough. This will push Apple to stretch their own mobile advertising curiosity to compete, already seen in their just confirmed $2.5M acquisition of Quattro Wireless.
Google AdWords Business Product Management Director Nicholas Fox gave a keynote speech at Search Engine Strategies. He talked about where the search industry is going, and where it’s been.
On the history of AdWords, he says Google quickly realized that banner ads didn’t make sense with search, sow they tried the text ad, and it has worked pretty well. Google is now running over a billion text ad auctions a day.
Fox says there are about 100 billion pages on the web, 500 billion images on the web, and 20 hours of video uploaded every minute. After mentioning the bid simulator, which we covered recently, he said that search advertising is really still about three things:
2. Text Ads
3. Cost per click
The next search revolution is beginning though according to Fox. He notes that innovation is coming from all kinds of places, and to users it means better quality and relevant ads. For advertisers, it means better results, he says.
According to Fox, it’s going beyond keywords, and Google is looking at all kinds of ways to make search better. The company is looking at matching information about your product or service and automatically building ads based on crawling your website.