Google va relancer le click-to-call

Les nouveautés et tests défilent en ce début d'année 2010 s'agissant des systèmes d'intégration publicitaire proposés par Google aux annonceurs ayant souscrits à ses services, dernier exemple en date (ou presque) le retour prévu du Click-to-call.

Google AdWordsSelon Greg Sterling de Search Engine Land, Google aurait en effet contacté des annonceurs américains pur les informer du grand retour de ce système déjà proposé depuis 2005 mais qui aurait été abandonné au cours de l'année passée. Un abandon temporaire donc puisque le Click-to-call réapparaitrait sous une nouvelle version.

Initialement le système publicitaire de Google affaichait un pictogramme en forme de téléphone à côté des annonces textuelles et contextuelles, ce qui indiquait la possibilité pour l'internaute de se voir rappelé, la communication était prise en charge par Google et facturée par la suite à l'annonceur.

Désormais le principe de fonctionnement aurait changé et devrait être beaucoup plus favorable, car moins couteux, à l'annonceur. En effet, AdWorsds devrait adopter le système déjà mis en place par Skype par exemple, et proposé gratuitement par la plupart des navigateurs internet embarqués sur les téléphones mobiles actuels : la possibilité de passer un appel en cliquant sur un numéro de téléphone automatiquement "activé" dans le contenu d'une page web. Birèvement Google a donc trouvé le moyen de procéder à la comptabilisation des clics faits sur un numéro de téléphone que contiendrait une annonce pour pouvoir en débiter judicieusement l'annonceur.
C'est ici l'internaute "mobile" qui sera facturé du coût de la communication.

Source : Google To Introduce Click-to-Call (Billing) in Ads on Mobile Devices [en]

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