• ClickZ, Friday, October 28, 2011 11:40 AM

Kevin Lee takes a close look at Google's bid-per-call feature in AdWords that recently emerged from beta. He explores some best practices in detail, such as dayparting, training sales telephone reps on taking these calls, and having enough inbound phone lines to support incoming calls. And he reminds marketers that some searchers prefer the combination of calling and clicking, which can influence the quality score of the ad overall. That means advertisers with ads that resonate with both clickers and callers can afford top positions for a lower combined cost per action than their competitors. 

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