- Appropriately Staffed Call Centers
- Driving Relevant Results
- Tracking Phone Calls
- Tailored Ad Copy & Account Builds
Turning inbound phone calls into profit is not a new concept. This opportunity involves converting inbound phone calls from the many mobile pay-per-click ads that stem from this growing trend of mobile search. Many advertisers have turned to implementing what's called 'click-to-call' functionality on their mobile ads. Literally, searchers can click the phone number, and a call is then initiated from the mobile phone.
From the advertiser's perspective, you obviously need to have the appropriate call center to field the calls and further, close (or at least advance) the sales cycle. Optimizing towards calls make more sense the more expensive the product is. Also, if the advertiser has a call center that is only staffed part of the day, applying similar day-parting techniques (serving ads during specified hours) to the campaign is the solution. A solid mobile site is a huge plus as well, because searchers still have the first option to click on your mobile site.
Key Performance Indicators
Advertisers often aim to drive inbound phone calls from their television, print, and online efforts. The primary goal with mobile click-to-call campaigns is the same result, yet can often come at only a fraction of the total cost of other mediums. The advantage here is: the user has their phone in-hand, so driving warm leads in the form of calls can readily happen at the direct point of interest i.e. the mobile search.