TMCnet has learned that Google's peering deal with VoIP Inc. reported on yesterday by news analyst Robert Liu (see "VoIP Inc. Enters into Peering Deal with Google") is connected with a click-to-call advertising test the two companies began in late 2005.
The advertising test, confirmed by a Google spokesperson, fits with earlier reports that Google has been testing click-to-call and that users have seen telephone icons next to AdWords ads. In fact, here are a Click-to-Call FAQ and a Privacy Policy on the Google site on this very topic, indicating that at least some Google users are able to receive click-to-call icons on search results.
Google has been making moves suggesting that it intends to move into IP communications in a big way -- see this previous entry pointing to some fascinating articles by Robert X. Cringely about Google's likely long-term strategy.
Google's revenues come almost entirely from advertising, specifically pay-per-click or pay-for-performance. So it's most likely that if Google is sinking a lot of resources into an effort, it must have its advertising business model in mind.
Click-to-call is a logical step-up from pay-per-click, and I'm sure that direct response advertisers will be willing to pay a premium to receive a real-time VoIP phone call directly from an AdWords ad.
AB -- 1/31/06
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