The time has come. More paid search clicks happen on mobile than desktop.
eMarketer reports that as of Q3 2015, 51% of paid search clicks occurred on mobile. And while mobile spend only accounted for 43%, it is expected to increase in 2016. There’s no doubt, we’re living in a mobile-first world.
With marketers’ attention and budgets shifting to mobile search, it’s more important than ever that advertisers get really good at driving mobile’s favorite conversion — phone calls. In fact, the rise of mobile search means that businesses are getting more phone calls than ever as consumers choose the convenience of click to call. BIA/Kelsey estimates that by 2018 mobile search will generate 73 billion phone calls for businesses, that’s an increase of more than 140% since 2013.
Search advertisers can’t afford to miss out on that business, but driving calls is still relatively new territory for advertisers used to dealing in all things digital. When it comes to phone calls, where do you start? Do you need to create new campaigns? Can you just use call extensions and call it a day?
In the video below, I go over four simple steps to turning your paid search channel into a call-generating machine:
- Analyze your keywords to figure out which would be best to drive mobile conversions.
- Design your ads and landing pages to drive calls.
- Test everything from keyword bids, to your ad copy, to the elements on your landing page.
- Use call analytics to optimize.
Watch Invoca’s Dial an Expert video below for more details. If you want the complete guide to driving more calls from mobile paid search, download the eBook, Paid Search for the Mobile Era.