IHG sought to increase room reservations and revenue via mobile click-to-call.
After some testing, they optimized the entire mobile experience and added overt calls-to-action in mobile ads. This resulted in a 20% increase in mobile web traffic and a 91% increase in mobile search activity.
— The source for this study is Google.
Increase demonstrable revenue from mobile search activity via Google pay-per-call ads. In other words, get people to call.
Utilize Google’s mobile pay-per-call advertising via Google Adwords.
IHG did two things to increase revenue:
1) They created mobile optimized websites with easily clickable phone numbers, maps, and mobile-friendly copy.
2) They wrote mobile-specific ad copy.
IHG’s click-to-call (CTC) mobile ads used phrases like ‘Call to Book Now’ or ‘Call Us Now.’ Prior, using such overt calls-to-action in ad copy was not a focus of the IHG mobile strategy. They would, instead, simply insert the click-to-call phone number without an overt CTA to call it.
IHG mobile search activity increased by 91% YoY. Additionally, traffic to their mobile site increased 20% MoM. These metrics have translated into increased reservations and phone calls. Additionally, this increased traffic has resulted in increased app downloads and built brand loyalty.
IHG also says that mobile click-to-call ads account for roughly 40% of their mobile marketing revenue globally.
In Their Words:
“We don’t want to limit customers’ options,” said Marco De Rosa, Interactive Marketing Manager, EMEA, IHG. “Plus click-to-call is clearly an important source of revenue.”
It is clear that mobile click-to-call via Google pay-per-call is extremely effective when utilized properly. In order to have mobile click-to-call success companies must optimize the entire mobile experience. This includes optimizing mobile websites and optimizing mobile ad copy with clear and specific calls-to-action like ‘Call us Now’ or ‘Tap to Call us Now.’
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