Mobile Click-to-Call: Why You Need a Trackable Number for Real Results
For testing purposes, we recently started conducting some click-to-call campaigns for multipleÂ call tracking clients. One very interesting test was with a Holiday Inn Express in Utah. Let me explain what we did and why the results could matter to you.
What is Mobile Click-To-Call
Mobile click-to-call is an ad that appears on a smart phone with a clickable phone number. The most common way to serve these ads is via Google AdWords. These ads appear after a Google search. There will be a phone number in the ad itself. Google will then charge the advertiser on a pay-per-call basis (each time the phone number is tapped) rather than on a pay-per-click basis.
This gives Google a way to monetize phone calls via mobile. It also gives advertisers a way to generate phone calls.
When you set up Click-to-Call in Google AdWords (Google calls them call extensions), you have to input a phone number you would like to use in the ad. Most businesses simply use their phone number
However, there are some drawbacks to using a general number. Using a local or toll-free tracking number can help you do a better job of measuring results.
In conjunction with our tool LogMyCalls, we used local tracking phone numbers as the call extension number within Google AdWords. This allowed us to extract call analytics from each call.
Holiday Inn Express â€“ Logan, Utah â€“ June 2012
This experiment cost $332, and we saw the following results:
- Calls Generated â€“ Google charged us for 60 calls generated via click-to-call. This means that 60 people tapped the phone number in the ad. Google bills for all of these taps because it believes they are actual phone calls.
- Calls Completed â€“ Only 29 calls (48.3 percent) were actually completed and made it to the hotel. The rest were abandoned before the phone even rang.
- Qualified Leads â€“ Only nine Â calls (15 percent) were actually looking for a hotel room.
- Closed Deals – However, six calls ended in a room reservation (10 percent)
In this case, if the advertiser had opted to use a general business number, the only number they’d know is how many calls were generated. To know the other threeâ€”calls completed, qualified leads, and closed dealsâ€”advertisers need to adopt a trackable number with supporting analytics, like LogMyCalls.
If we had relied just on the information Google AdWords provided, our CPL, CPA and CPC would have been inaccurate. This has huge implications for optimization, future spend, and of course assumptions about ad channels. The way we look at it is simple: since you have to use some phone number in your click-to-call ads, you might as well use a number that offers valuable data.