Tag Archives: Click To Call

CPC Growth Rate Goes Down, Not On Smartphones

According to Adobe’s new Digital Advertising Report, CPC growth is declining in a steady speed, but not in the case of smartphones. Adobe has looked at more than 489 billion digital ad impressions; states over three years composed anonymized, aggregated data. CTR growth has been rising consistently, while CPC growth has taken a drop over the past year, especially between Q4 & Q1. Presently, there is around 33- point gap between the two, in spite being equal last year.

Wherever, it comes to smartphones that gap is inverted. CPC growth is increased by 16% and smartphone CTE has declined by 9% YoY, impacting in a 25-point gap. Adobe research says that ‘mobilegeddon’ was an essential element in the growth of mobile paid search. While the algorithm change looked fluctuating at the time, organic traffic is 10% down among the websites with low mobile engagement, says report.

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Another factor that contributes to the continuous growth of CPC on smartphones is ‘Price’. Clicks are prominently cheaper than desktop click but it won’t last for longer time, expects Tamara Gaffney, principal analyst for Adobe Digital Index.

“Mobile advertising’s inability to perceive value, causes a mobile search click to be valued 37% less as compared to a desktop search click, says Tamara Gaffney. Incremental and conservative approaches to handle “mobile stress” aren’t enough to fill the gap. Innovative and disruptive modifications will be required in sense to drive future business success on both the marketer and publisher side.

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On Facebook, which receive 12% more click in spite half the impressions YoY, the breakdown is more ranged with the global trend. While, the social media giant’s CTR has grown by 99% YoY, the CPC growth has remained steady. This number dwarfs Google’s growth that is 24% YoY.

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As per Adobe, Facebook’s success is a clear impact of better targeting. 51% U.S. consumers think Facebook ads create genuine interest as compared to YouTube ads. Facebook has also reduced the number of ads it displays to attract the large number smartphone users. Gaffney adds, Google is starting to lose its title of marketing vehicle and it’s mainly because they are not receiving as many clicks on the global display ads.

Even though Google continues to control the search market, other search engines are gradually moving ahead to lead. While Google holds 65% of global search spend share, along with 61% in North America, Bing and Yahoo’s mutual spend has augmented to 4% YoY. Russia’s Yandex and China’s Baidu are on their way towards growth; also they have started to exceed their respective provinces.

Insights Of Research On Click-To-Call

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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.

Deeper Campaign

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.