In a recent report released by Marchex, a mobile advertising technology company in the U.S., it was established that Search Engines Google and Bing earned $4 billion through mobile call extensions in 2014. The amount was derived from internal calculations and was based on Marchex’s knowledge of call advertising and a weighted average of the cost of the ads. Unfortunately, the report also stipulated that the click-to-call ads were “blind spots” for marketers because there was no keyword attribution available.
What Is Mobile Click-to-Call
In the search engine marketing world, the term mobile click-to-call can be defined as a clickable business phone number in ads that appear on smartphones when search engine users are searching for goods and/or services. To take advantage of the feature in your ads, all you would need to do is to enable call extensions in your AdWords campaigns.
Why You’d Use It
Most consumers want to find the information they are looking for in as little clicks as possible. By enable call extensions, businesses and online marketers are creating a direct way for mobile customers to contact the business directly via their phones – quickly, and easily.
To address the issue consumers face with click to call ads in search engine marketing, Marchex plans to introduce a product called “Call Analytics for Search”. The tool will work with DoubleClick, Kenshoo and Marin Software to provide visibility on which keywords are generating calls.
19th century marketing expert John Wanamaker once said, “Half the money I spend on advertising is wasted; trouble is, I don’t know which half.” Fortunately, we now live in a world where we have the relevant tools and technology to help marketers understand which half is wasted and how to prevent further losses. The new product “Call Analytics for Search” is a testament to that.
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