You get the following:
- Call time of day
- Call duration
- Area codes (in the aggregate)
- Local or 800 numbers
There’s no call recording or transcription right now. Numbers are provided via Google Voice. There are no fees associated with this offering.
It also appears to be a kind of prelude to PPCall. This is speculation but here’s the relevant part of my SEL post:
On mobile devices marketers have the option of buying calls exclusively (“Click to Call”). However that option doesn’t yet exist on the PC. While Google wouldn’t confirm this, it’s reasonable to assume that over time Google will seek to align its PC and mobile offerings, making what amounts to pay-per-call available to PC-based campaigns.
In fact, in its blog post, Google says, “You’ll still only pay for clicks on your ad, although this may change as the product continues to evolve.” Pretty strong evidence that pay-per-call is coming to PC AdWords campaigns.
Who does call analytics with paid search right now (partial list):
- Mongoose Metrics
- Kenshoo (with the above providers)
The Google product is not as detailed or as sophisticated as some of the above but it’s Google so it’s sure to get a close look and a great deal of usage by many search marketers when it rolls out more broadly.