Google ad rank process to include phone calls
Link to article: http://www.adweek.com/news/advertising-branding/google-s-ad-rank-consider-phone-calls-not-just-clicks-136053
In the next coming weeks, Google plans to roll out a new feature in its AdWords product, which allows potential advertisers to quantify the per-click value of ad slots and subsequently bid on slots. AdWords call metrics will provide businesses with the ability to track call volume and results, in order to factor that data into their value for particular ad slots. Google predicts that this feature will be particularly utilized by companies with “long and complex business cycles, such as insurance companies, cable TV providers, and local businesses” aiming to “maximize phone call results.” AdWords call metrics is an especially unique tool because it ties the online world with the offline actions of Internet users.
This article is exceptionally relevant to our study in Networks because it changes the dynamics of online advertisement auctions. Companies that place a high value on phone calls will benefit from a more holistic click-through rate (CTR) that includes phone call count in addition to clicks. Upon the introduction of AdWords call metrics, we could feasibly see some different companies occupying the top ad slots; as their willingness to pay value will be higher, auction results may change. It will be interesting to see what happens to companies that do not value phone calls highly: will they lose a shot at the best ad slots because their bid values are diluted compared to those of companies with bid-per-call values?