Google Integrates C2C into GMail

Google is integrating click to call (C2C) into Gmail:

With the ability to call phones built right into Gmail, you no longer have to get out your phone and retype a number anytime someone sends you one in an email or chat message. Starting today, you’ll see that phone numbers appear as links, like this:

Google has had huge success with click to call as a mobile ad format, which is now turning into PPCall as people disconnect their PC and mobile search campaigns.

Several years ago Google experimented with C2C/PPCall in search ads online. But the company ultimately declined to pursue the model on the PC.

Historically C2C (call connection) has not been widely used online. However, Skype has been implementing C2C call with directory publishers in Europe. Marchex has done the same with YPG in Canada.

Google currently offers call tracking (“call metrics“) online. My guess is that Google may at some point introduce a C2C/PPCall advertising option again on the PC.

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2 Responses to “Google Integrates C2C into GMail”

  1. Lauren says at

    I have had that feature for several months, but I think that is because I’m a google voice user.  Brilliant idea for promoting the use of gmail for phone calls, but it’s going to irritate gmail users who don’t want to use it if they can’t turn the feature off…does google have a setting option to turn it off?

  2. Greg Sterling says at

    Not sure but I don’t think so.

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