Click-to-Call mobile marketing uses a mobile ad format that enables businesses to connect directly with potential customers right over the phone. Click-to-call (CTC) ads have evolved in recent months with hundreds of thousands of advertisers getting reaping the benefits. Since February 2011, the number of advertisers using phone extensions on mobile has grown 28%. Click-to-call ads on both Google Search and Display Networks are generating millions of calls every month on mobile devices.
CTC platforms provide a wide variety of options to help businesses reach their marketing objectives. Recent studies indicate that when compared to ads without phone numbers, Click-to-call ads generate a 6-8% average increase in click-through rates.
Choosing an ad format is critical when developing the right mobile marketing campaign for your business. The following are some of the best practices of CTC campaigns.
Phone Extensions to drive calls to a centralized number
Whether you are a local business, big business or national advertiser, the Phone Extensions ad format can be a valuable tool to utilize. Phone Extensions allow marketers to incorporate a generic phone number within their ad that remains the same regardless of what geographic region the ad is shown in. This allows potential customers to instantly make contact with the business from anywhere. It’s a great way to generate targeted leads and scale your business.
Call-only Creative – Focusing on Phone Calls
For companies that greatly benefit from phone calls to the business, they can utilize the Call-only Creative to design campaigns that solely focused on driving calls. This feature works with Phone Extensions and ensures that the business phone number is the only part of the mobile ad that is clickable. For the business, the call has the same cost as a click to an ad, therefore, the company can focus on solely on nurturing phone interactions with their target audience through their mobile marketing campaigns.
Analytics – Measure performance with Call Metrics for Phone Extensions and Call-only Creative
By enabling the AdWords Call Metrics feature, business can gain a greater understanding about the performance of their Phone Extensions and Call-only Creative ads. Using a dynamically assigned Google Voice number, call metrics offer campaign-level stats on the number of phone leads generated by your AdWords ads including call duration and caller area code.
Vanity Phone Numbers – Helping customers remember your phone number
Especially if most business transactions occur over the phone, it would be a good idea for marketers to include vanity phone numbers in their ads can help customers remember how to contact them when they need their products or services. This enhancement to Phone Extensions allows marketers to display an alphanumeric phone number in your mobile ad.
Reach local customers with Location Extensions
For businesses that are trying to connect with the on-the-go and ready-to-buy local consumers, adding a location specific business phone number to your ads can help you effectively engage with this audience. Location Extensions ads are served based on a users’ location. This means potential customers will click on the business location closest to where they are currently located when performing a mobile search. As an additional benefit, this ad format displays the business address on an expandable map to can help navigate customers to your store.
Determining which Click-to-Call practice best suited for a particular business helps marketers to capitalize on the mobile technology features that are available. As we begin to understand the on-the-go consumer, we’re able to meet their needs at the precise time they are looking.
Need help setting up a successful click-to-call campaign? Check out Slyce Marketing to work with an experienced mobile marketing consultant.