Are you gathering important analytics from your mobile click-to-call campaigns?
If you are simply using your current business number, then your insight will be limited to the number of raw calls generated by your ads.
Using a local or toll free number from a call tracking provider makes it possible to gather a wide range of metrics from your campaigns.
This information is critical for a complete view into the results of your marketing efforts.
When you run a click-to-call campaign through Google AdWords (or any other pay-per-call provider) you are charged each time an ad produces a phone call. You will be able to see exactly how many times the phone number on your ad was tapped to make a call but this metric alone does not provide a complete picture.
We executed several click-to-call campaigns for some of our call tracking clients to analyze the results. These tests included a Holiday Inn Express with local tracking phone numbers used as the ad extension number within Google AdWords. Using our specialized tools, we were able to pull a number of additional call analytics from each phone call.
The test results gave us some interesting feedback regarding the true effectiveness of the click-to-call campaigns. The following points examine the findings associated with the local Holiday Inn Express.
1) Calls Generated
Local numbers were inserted within Google AdWords campaigns as call extensions. The ads were also crafted with calls to action like “Call us Now” or “Call to Book a Room.” For every $10K spent, Google reported 1800 calls. This basically means that Google charged us for each of those 1800 clicks that were credited with generating a call.
However, the Convirza analytics showed that only 890 of those calls actually made it through to the hotel. This means that the call percentage was just over 48% and 52% of the calls that we were billed for by Google never came through to the client’s business. These calls were most likely abandoned or the result of accidental clicks.
2) Qualified Leads
Another metric extracted through our call analytics platform provided insight regarding the quality of the leads. Out of the 890 calls that were received by the hotel, 270 calls were determined to be qualified opportunities (15%).
This number was reached by analyzing the words that were spoken during the call. The majority of the callers were inquiring about directions to the location, had the incorrect number (didn’t read the ad they clicked carefully), or wanted answers to various questions. Most callers weren’t interested in booking a room, which left 270 opportunities.
3) Bottom Line
Every $10K that was spent on the Holiday Inn Express mobile click-to-call campaign resulted in approximately 180 calls that produced a reservation. This means that 10% of the calls that we were billed for by Google ended in a conversion.
Without call analytics, the data associated with the campaign would have been inaccurate. More than 50% of the ‘calls’ for which we were billed never connected with the business.
Looking beyond the number of raw calls generated by a campaign is absolutely essential for optimization, marketing spend and an understanding of the overall effectiveness of mobile click-to-call.
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