Mobile Click-to-Call Without Call Tracking Is Dumb


describe the imageI just got back from a family vacation in New York City. I love that place and though I travel there frequently, I hadn’t done the tourist thing before. So getting the lay of the land took some planning and that leads me to my latest blog.

Imagine yourself in a new city wanting to reach a destination but clueless about the directions. You figure out a plan but are unable to judge its accuracy unless and until you reach the right checkpoints and then you finally reach your destination.

I made this mistake on the metro.

I thought I got on the right train but I didn’t look for the on-board tracking of my progress. The next stop didn’t seem right and I figured out that I was on an express train which skipped the stop I needed.

This is similar to what I see in marketers. You draft a marketing strategy and you track the online activity, impressions, click-throughs, and maybe even the number of calls, but you don’t know much about the actual calls and their quality. So you have little information the strategy will generate desired results or whether it will be impactful or not. It is quite unlikely to reach the destination without accurate measurement of intermediate strategic results or analysis of the impact of such strategies.

Click-to-Call with Call tracking: doesn’t it sound like an instant answer?

Click-to-Call marketing is an excellent advertising medium when you want a high value lead, that yields higher conversions through inbound customer calls.

In today’s scenario, time is as valuable as money and everyone wants information and services as quickly as possible. So when customers look for a product or any service on smartphone, they often prefer to call a business rather than visit its website. Yes, That’s why Google’s Click-to-Call program has been a huge success.

About a year ago Google reported that it had 500,000 advertisers using Click-to-Call and last year former Google Product SVP Jonathan Rosenberg said “Click-to-Call ads are generating millions of calls every month.”

When customers click on the call button of a mobile banner or landing page are automatically connected with an advertiser’s call center. Given the high-intent of a phone call compared to a click, and the addition of being connected to a live salesperson, calls typically convert at 30-50 percent compared to clicks at 1-3 percent.

The response to Click-to-call ads is amazing since they have been launched.

– Number of Google advertisers using phone extensions on mobile grows 28% month-over-month, globally.
– Click-to-call ads drive a 6-8% average increase in click-through rates.

Click-to-Call ads are having a meaningful impact on both advertisers and users as reports show that mobile users, if they find the right ad, they will act on it. But without call tracking you lose lots of data as Click-to-Call helps an advertiser to directly connect with consumer however call tracking not only helps you to gain the powerful call analytics but also helps to record calls, alternative routing, ROI analysis, caller profiling and much more!.

Call tracking is easy to use and also helps to recognize:
· The quality of the leads: track calls and recognize good calls from bad calls.
· How is the conversion: track conversion rates.
· What’s happening on the phone: Record calls and evaluate performance and show wayts to improve close rates.

As of 2012, more than a third of U.S. adults are using smart phones and the number is increasing. Ninety five percent of smartphone users search for local business so Click-to-Call ads for mobile are most definitely going to be a huge success in near future as it is an easy and quick way to get the information to mobile users and helps advertiser to directly connect with consumers. Once it comes along with call tracking it can do miracles.
So don’t get lost in the big city of Click-to-Call and use call tracking to get you where you want to go.

by Jason Wells, CEO

Originally Posted on Log My Calls.

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