We're testing a new product that gives you a free and fast way to
speak directly to the advertiser you found on a Google search results
page – over the phone.
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.
It's interesting to see that Google will actually foot the bill for phone calls. This is a great innovation as it brings customers much nearer to the marketers. Instead of deliberating whether they should email or phone once they get to the destination page, Google is now offering the best call to action: voice communication. I feel a bit left out though as, being based in the UK, I couldn't actuallly see his example in action!