It was only a matter of time before Google entered the emerging pay-per-call field, which complements pay-per-click
for local advertisers, and especially for advertisers with no online presence. Google is spinning it nascent
Click-To-Call service differently from Ingenio, a leader in the field. First, Google's service is not particularly
skewed to local advertisers. Second, rather than provide a unique toll-free number to the advertiser and letting
searchers pick up the phone to dial it, Google calls the searcher (!), then connects that call with the
advertiser.
This system is remarkable, and typical of Google ingenuity. It's also typical of Google's reliance on consumer trust,
and the FAQ for this service takes pains to emphasize
that the searcher's phone number will not be shared, and won't even be kept by Google for very long. The advertiser
(this is a crucial point) won't ever see the number.
Advertisers enrolled in the limited launch of this feature are identified by a telephone icon next to their AdWords
ads. I have not succeeded in finding any such ads, but Greg Yardley did, and posted a
screen
shot.
1. How is this system remarkable? In its potential for abuse by pranksters? In its high consumer friction in terms of demanding new behavior? In using a technology that is at least 7 years old? I don't see any ingenuity in that.
Both AOL & Yahoo have demonstrated high-scale pay-per-call systems that use a more effective number substitution method (simply dial a regular ol' phone number --no click to call insanity). If it's click to call you're looking for, many directories have employed this for years now (try CitySearch or yellowpages.com).
Alas, another blogger blinded by the bright lights of Google. Here's a secret: not everything they do rocks.
Posted at 4:42AM on Dec 19th 2005 by KLaMotte