Google is constantly making changes and additions to AdWords features.
And in recent years, some of the biggest changes have been driven by mobile search.
We’ve hit a stage where more Google searches are taking place on mobile devices than desktop in 10 countries, including the U.S.
This is a HUGE turning point in digital advertising.
Many PPC marketers have recognized the significance of this trend but most of them are not taking full advantage of it. Their campaigns are still focused on getting prospects to click on their ads.
They are failing to drive some of the most valuable business leads – and their ROI is suffering because of it.
Our industry has been built on the value of phone calls.
We understand how important they are.
Google’s shift toward mobile ad campaigns and tools underscores the power of these leads.
There are a lot of reasons behind why calls are better than clicks. In fact, there are so many that we won’t be able to go over all of them here.
In addition to being lower in the sales funnel than web leads, calls are also easier to produce. Since the average call converts 10x more often than a web lead, it takes a much smaller number of phone calls to generate a high percentage of revenue.
According to BIA/Kelsey, 86% of businesses say that calls are the best leads they receive.
Calls are simply better.
So the question is: How are you using your AdWords campaigns to drive phone calls?
With an advanced call tracking solution, such as Convirza, you can experience exactly what it feels like to win in a mobile-first world.
Call tracking tells you which ads, ad groups and keywords are generating phone calls. This means that you can optimize your strategy and budget to get the best return on your investment.
With our Conversation Analytics tool, you can also understand the quality of the leads that your efforts are driving. The content of every phone call is analyzed and 40+ metrics are extracted to tell you precisely what took place during the interaction.
Once this data has been pulled, you you can then take advantage of bid management integrations with companies like Doubleclick and Acquisio to automatically optimize your PPC strategy.