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Click-to-Call in the Age of Mobile Search Marketing

by Jessica Neal

If you’ve ever conducted a Google search on your mobile phone and clicked the call icon to make a reservation at your favorite Italian restaurant, you’ve utilized click-to-call. Click-to-call is an intuitive way for your customers to quickly reach you over the phone, and if you’re implementing a search marketing program, click-to-call can be key in optimizing your mobile marketing strategy to increase conversions.

Typically, click-to-call describes a button, link, or phone number on a mobile website that can be clicked to initiate the user’s phone autodialer to connect to a business via a phone call. It is often used in pay per click ads, landing pages, mobile apps, and websites as a way to provide mobile users a quick and easy way to reach a business.

Learn how to create your own click-to-call buttons with HTML.

What Click-to-Call Means for Search Marketers

By 2019, mobile search is projected to generate 162 billion calls to businesses. Using click-to-call in your mobile marketing campaigns allows you to take advantage of this surplus of potential customers who want to reach you over the phone. Not only are more calls coming, but those same phone calls convert 10 to 15 times more than web leads, meaning that phone calls are the channel you should be focused on when it comes to hotter leads and generating more customers. If you’re not implementing click-to-call you’re missing out on generating and converting these leads.

An added benefit to driving phone calls to your business through click-to-call is that you’ll be able to speak directly to potential clients at different stages of their research, before they decide if they ultimately want to convert. Often, prospects call because they want more information that they are unable to find on your website. Understanding the common questions potential customers have will allow you to craft your online content in a way that can limit non-sales phone calls.

Optimize Your Click-to-Call Strategy

If you run your click-to-call campaigns with Google Ads (formerly AdWords), you can track clicks in Google’s platform, but what happens when a lead clicks but doesn’t convert over the phone? How do you know if you’re even receiving qualified leads or not? With call tracking, you can not only make sure that all of your clicks actually lead to calls, you can also monitor phone conversations to make sure your advertisements are driving qualified leads and that those leads are handled properly by representatives.

CallRail further optimizes your mobile strategy with our Google Ads and Google Ads Mobile Click-to-Call integrations, which work in tandem to provide a full picture of your online call leads. The Mobile Click-to-Call integration, in particular, provides deep insight into activity regarding your click-to-call and call-only extensions, reporting which PPC keywords drove each caller to your extension and even pushing such calls as conversions in your Google Ads account. Setup is simple and takes only a few minutes. Learn more about Google Ads and Google Ads Mobile Click-to-Call and start gaining new insights today.

Case Study: Implementing Click-to-Call with Call Analytics

After noticing the shift towards mobile marketing, digital agency Adster started using CallRail call extension phone numbers in their Google Ads click-to-call campaigns for data accuracy and lead qualification.

“A click is one thing, but an actual call is a separate conversion that you can’t track through Ads alone. Not only that, but an actual sale is another thing altogether. Even if an ad drives a click, and ultimately a call, if that lead isn’t handled correctly over the phone it won’t become a sale,” said Forster.

Using CallRail, Adster can listen to calls to understand how leads are handled and track calls back to the landing page or keyword that drove them. They also use CallRail for data accuracy, proving whether or not their Ads campaigns are actually driving calls and not just clicks.

“Sometimes the calls we see in CallRail aren’t matching the amount of clicks we’re seeing in Ads. CallRail allows us to distinguish between clicks and calls, allowing us to prove or disprove the effectiveness of call only ads,” said Forster.

CallRail shows Adster exactly how many calls they receive, even if Ads or other reporting tools showed different measurements of clicks and calls, they knew the calls they viewed in CallRail’s dashboard were accurate.

Take advantage of mobile search traffic while making sure that your driving qualified leads and converting them for your business, get started with CallRail today.