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"Google has announced a new option to bid differently for phone calls versus clicks to your web site with Bid To Call charged on a cost-per-phone call (CPP) basis.So if you are willing to pay $5 for a phone call but only $1 for a click to your web site, you can now specify so.The ad position for these are are based on the quality score and CPP price.  The algorithm is Ad rank = (max CPC bid x click quality score) + (max CPP x phone call quality score).How do you set this up?You need to select the option to use a Google forwarding number when you set up Call Extensions.  Then you must enter a Max CPP bid in order to activate bid-per-call.Then when someone sees your ad and calls you, Google will charge you the CPP price:For more on Click To Call, see this page and this help document.Forum discussion at WebmasterWorld."^^<http://www.w3.org/2001/XMLSchema#string>
<https://www.seroundtable.com/google-bid-to-call-14206.html>