The role Google plays in all of our customer’s businesses (and even our own!) can not be underrated. When I say Google, I mean both Organic search results and Adwords ads. According to a study by Google, consumers are spending more than 15 hours per week researching on their smartphones. And 48% of them said that a search engine is the most common starting point for research. When the consumer is already experiencing an information overload, that one convincing phone call when he’s making the purchase decision makes all the difference. Higher the price point, more important the call.
Include your business number in your ads and make it easy for the customer to get in touch with you. And this is how it works. With Call Extensions on Google Adwords, you can include a click-to-call button in your mobile ad so users can call you business directly. When the call button is clicked, your number will appear on the user’s phone dialer. Using our Happy Hours app , you can make smart decisions about how you want to route your calls depending on the time of the day and day of the week you receive calls.
Another research by Google showed that 47% of mobile searchers say that if a business does not have a phone number associated with their search results, they will be more likely to explore other brands. Adding a phone number to a mobile search ad, results in an average click through rate (CTR) increase of 8%. And in verticals where there is heavy saturation already in search ads, this will make a world of difference.
It is important that you list your business phone number on your website as your contact number. This ensures that when your brand shows up in the mobile search results page, your business phone number is directly listed there. From here, all it takes is one click for the user to get in touch with your business. At Exotel, we get most of our new business enquiry calls directly from the search results page. 70% of mobile searches say that they have used the click-to-call feature from the mobile search results page.
If you already use this feature in your mobile search and ads, we’d love to hear how they’ve been working for you. Please share your learnings with us in the comment section.