In today’s world of digital marketing, driving qualified leads is key. We all want to generate great web traffic that will eventually turn into a sale! In 2015, Google released Call Only ads on their Ads platform (formerly AdWords) but have only recently perfected targeting and conversion optimization. A Call Only ad shows on a mobile device when users search for keywords that match the keywords in the Google Ad campaign. According to a Google study, more than 70% of people using mobile search will call a business based on the results they receive.
We recently partnered with Google to help drive more qualified leads to a retail business in the automotive industry with multiple brick and mortar locations. According to the client, a standard qualified lead stems from phone calls lasting between 2 to 3 minutes. We were able to optimize the ads for a 2-minute phone call conversion. We then created Call Only ads in separate campaigns for each location. Finally, we collected the data over a 10-day period.
And the results are in….
- Phone Calls: 150% increase from the previous period!
- Conversions: 95% increase from the previous period!
- Cost per Conversion: 38% decrease from the previous period!
- Conversion Rate: 354% increase from the previous period!
As some final food for thought, the top five categories that value phone leads are auto, cable/telecom, financial services, home services, and travel. Speaking to a potential customer is far more valuable than just simply directing them to a website to maybe fill out a contact form. With the digital technologies available today, it is easier to track the effectiveness of digital campaigns.
If you or anyone you know could use some help with their digital marketing efforts, please feel free to contact us or give us a call at 713-309-6380.