Google is testing a new product – click-to-call on AdWords – that allows a searcher to speak directly to an advertiser found on the SERP for free. Google’s FAQ explains how it works:

“When you click the phone icon, you can enter your phone number. Once you click ‘Connect For Free,’ Google calls the number you provided. When you pick up, you hear ringing on the other end as Google connects you to the other party. Then, chat away on our dime. We won’t share your telephone number with anyone, including the advertiser. When you’re connected with the advertiser, your number is blocked so the advertiser can’t see it. In addition, we’ll delete the number from our servers after a short period of time.”

There is no word on how and where the test is currently being conducted or whether advertisers are paying-per-call or if this is an add-on to PPC.

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