We all are very well aware about the increasing mobile traffic; Google itself is receiving 50% of its traffic through mobile. There has also been a tremendous jump in consumer’s usage of the click-to-call feature of search advertising. Click-to-call is extremely useful, you can immediately check product pricing and availability or book an appointment for service. In 2013, as per Google’s report, 70% of mobile searchers are making a direct call to business through search results.
Marketers have responded to the enhancement in the usage of click-to-call with augmented spending. The Marchex institute predicts that last year, marketers invested more than $4 billion on mobile search ads to get phone call inquiries. However, they might be making wrong spendings. There is a huge gap in Bing’s & Google’s analytics, which keeps marketers away from understanding which of their ad campaigns are pulling sales leads. This can be a $4 billion blind spot.
To give noticeable space to marketers in this big marketing spend, Marchex has launched Call Analytics for Search, an analytic platform that offers complete keyword attribution to all the calls through paid search.
Experiences of New Ad
While the majority of analytic platforms was made to keep a track of an ad through an online purchase, the rise in mobile has developed new forms of ad experiences, adding the famous click-to-call ad extension that cannot be tracked in a similar way. There are two problems with already existing click-to-call analytics, as per the John Busby, the senior vice-president of consume insights and marketing, Marchex, considering which calls have commercial intention and recognizing the real keywords, which lead to conversions.
Busby says, different search phrases or keywords will serve different forms of phone calls. While the shortage of keyword attribution in click-to-call is one of the major blind spots, which exist in today’s mobile advertising. Depending only on the data offered by Bing or Google, marketers must consider that every call with longer than two minutes duration is nearly same. There is no other way to tell whether a specific two-minute call was with an expectancy finding more information before booking an appointment, a person with questions regarding a bill; or a current customer who was put on hold.
‘By using call extension ads, you can no more associate a particular sale to a particular keyword.’ You just know how many phone calls you had received at the campaign level, says Busby.
As per Busby, what is most bizarre about Marchex’s research is, how much advertisers can enhance their click-to-call campaign’s ROI, when this research becomes visible.
He adds that this information is particularly important for highly competitive search terms like, ‘online MBA, cable television or insurance’ where clicks can cost around $50 and there are a lot of advertisers vying for top most position.