What is the difference between cost and total cost?
Re: What is the difference between cost and total cost?[ Edited ]
Welcome to the AdWords Community!
Cost = your actual click Cost-per-Click costs (from AdWords clicks)
Total Cost = your click CPCs + your Phone Call Costs
AdWords allows advertisers to have Call Extensions and they can add a Google forwarding number to track the calls. Prior to Q2 of 2013, AdWords used to charge if someone manually dialed a Google Call Extensions forwarding number. Total Cost used to total your AdWords clicks and then any calls you received via your Call Extensions w/ Google Forwarding number.
As they no longer charge for manually dialed Call Extension calls, I believe that column is now obsolete.
Ad Brian said here is the text :
It's free to use Google forwarding phone numbers with your ads, but you’ll be charged as usual (a standard CPC) when people click on your ad or on the call button (shown on high-end mobile devices). You won’t be charged when people manually dial your custom Google forwarding number."
I think the column Phone cost is kept for accounting purposes, to show data to advertisers who had such costs in the past in case they select a long time-frame of 1 year or more.
You can also hoover the question mark near a metric to see a box such as this :