This webinar - 6 Keys to Successful Click-to-Call Mobile Marketing presents the best ways to start and optimize a mobile PPC and mobile marketing campaign.

1. 6 Keys to Successful Click-to-Call
Mobile Marketing
Carlton van Putten, VP Marketing, ContactPoint

2. What is Click-to-Call Mobile Marketing?
 A Google ad
containing a phone
number that can be
clicked to make a call
 Rather than measuring
(and charging you for)
clicks, Google
measures and charges
you for phone calls
they generate.
@logmycalls

3. Mobile Click-to-Call Examples
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4. Mobile Search Background
 Mobile search will surpass desktop
search in late 2013
- Google, 2012
 Only 12% of SMBs have a mobile
website or landing page
- Search Engine Watch, 2012
 80% of mobile searches have local intent
- Google, 2012
 61% of mobile searches result in a
phone call
- Google, 2012
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5. Mobile Search Basics
 Where do people conduct mobile searches?
 At Home – 93%
• 71% of time they’re watching TV
 On-The-Go – 87%
 In a Store – 77%
 Restaurant – 73%
 Implications
• Mobile searchers do not conduct research on
their mobile device. They are ready to take
action
• They need answers quickly
@logmycalls

6. 3 Reasons to Use Mobile Click-to-Call
1. Improved CPA
 CPA can improve by 20% to 30%
- Google, Case Study, 2011
 Cost is lower, results are better
2. Higher CTR
 6% to 8% higher CTR
- Google, 2012
 CTR can be even higher if the offer and ad copy
are optimized
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7. 3 Reasons to Use Mobile Click-to-Call
3. More Phone Calls = Better Leads
 Phone calls to U.S.-based businesses will double
by the end of 2013
- BIA/Kelsey, 2012
 Calls from mobile click-to-call ads are more likely
to result in sales than other mobile ads
- Google, 2012
 Inbound web leads convert 3% to 6% of the time
- MECLabs, 2011
 Inbound phone calls are 10 to 15 times more likely
to buy than inbound web leads
- ContactPoint, 2012
@logmycalls

8. 6 Keys to Mobile Click-to-Call
I. Mobile Bid Strategy
II. Ad Copy
III. Mobile Landing Page
IV. Call Analytics – (Avoid Wasting Money)
V. Mobile Close Rates
VI. Getting Started
@logmycalls

9. I. Mobile Bid Strategy
Mobile Behavior is Different
 70% of people use their phone to search for
products in a store
- Google, 2011
 58% of travelers search within 2 miles of
their hotel
- Priceline, 2011
 80% of mobile searches have local intent
- Google, 2012
@logmycalls

10. I. Mobile Bid Strategy
 Geo-targeting
• Take advantage of location awareness
 Device Targeting
• Tablets, smartphones, wi-fi and carriers
 Separate mobile campaigns
• Average mobile CTR increases 11.5%
• Budget and bid separately for mobile – 5 ad slots available
on mobile vs. 10 for desktop
• Optimize keyword lists, copy,creatives and bids
 Day-Parting
• Desktop off-hours are mobile on-hours
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11. II. Ad Copy
 Include phrases like ‘Call
Now’ or ‘Call For Special
Price’
 Google says CTR increases
1% to 3% when call-specific
language is used in ad copy
The Offer
 You don’t have to be a BtoC company to benefit from mobile click-to-call
 Companies with a long sales cycle (car dealers) or BtoB firms can still say
‘Call Now for a FREE Demo’ or ‘Call Us Now to Schedule Your Test Drive’
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12. II. Ad Copy
Case Study – InterContinental Hotels Group
 Focused on ad copy
aimed at mobile users
 Tactics
• Put phone numbers
in ads with phrases
like ‘Call to Book
Now’ or ‘Call Us Now’
Results
• Mobile search revenue
increased 91% YOY
@logmycalls

13. II. Ad Copy
Case Study – Esurance
 Focused on generating calls
from Adwords campaign
 Tactics
• Used ‘Call now’ and ‘Call
today’ in ad copy.
 Results
• Conversion rates were
higher than mobile ads
without ‘Call Now’
language
• Calls were 4 to 5 times
more likely to convert
than web leads during
same period
@logmycalls

14. III. Mobile Landing Page
 Only 12% of SMBs have mobile landing pages
of any kind
– SearchEngineWatch, 2012
 If you don’t want to have an entire mobile
site—at least use a mobile landing page
 Elements of a good mobile landing page
• Call-to-action
• Simple
• Phone Number or Call Now button
• A ‘One-Field’ Sign up
• Video is great
• Concise Content
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15. II. Mobile Landing Page (Examples)
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16. IV. Call Analytics
 Problems with Click-to-Call
 Google charges you every time a call is started
 What about calls that aren’t completed or terminate at
the ‘dialer’ screen?
 What about lost calls?
 What about junk calls?
@logmycalls

17. II. Call Analytics
Case Study – Holiday Inn Express – Logan, UT
 Mobile marketing Click-to-
Call campaign using local
numbers from LogMyCalls.
 Results
 Google
• 60 calls
 LogMyCalls
• Only 29 calls
completed (48.3%)
• 9 qualified
opportunities (15%)
• Total Spend: $332
@logmycalls

18. II. Call Analytics
Case Study – Holiday Inn Express – Logan, UT
 Google calculates (and
charges you for) clicks
from original ad
 LogMyCalls calculates
refined call analytics
 Implications
• CPL, CPA, CPC is inaccurate without call analytics
• Google CPL - $5.53
• Actual CPL - $11.44
• Misinformation about optimization
• Don’t know which ad copy, offers, bids really work
@logmycalls

19. V. Mobile Calls and Close Rates
Report released in June 2012 “Mobile call volumes
will so profoundly
change local
 Calls to businesses will more than double by the end
advertising spend that
of 2013 Internet marketing
that cannot make the
 Businesses will receive 70 billion calls from mobile transition won’t even
devices by 2016. Today that number is 20 billion. be remembered with
the same disdain as
 64% of SMBs rate inbound phone calls as excellent the much-maligned
leads. Only 51% rate inbound web leads as excellent print Yellow Pages.”
leads. - BIA/Kelsey, 2012
@logmycalls

20. V. Mobile Calls and Close Rates
What does this increase in calls mean?
 It means data from calls will be critical (like data from
web traffic is critical now)
 It means tracking close rates and increasing phone
close rates is critical
 What Do I Mean by ‘Close Rate?’
 The % of calls that ended with the action you
desire (i.e. booked appointment, close sale,
follow-up appointment, etc.)
 FYI
• Most BtoC companies have close rates between 13% and 21%.
@logmycalls

21. V. Calls and Close Rates
Case Study – Gerald’s Tires
 6 locations in South Carolina
 Tactics
Close Rate (by month)
• Started tracking close rates
in Jan 2012
• Implemented internal
program to increase close
rates
 Results
• Jan. 2012
• 13% close rate
• May 2012
• 70% close rate
• Increase of 438.5%
@logmycalls

22. VI. Getting Started
1. Sign into your Adwords account
2. Select the campaign to which you’d like to add click-to-call
3. Go to the ‘Ad Extensions’ tab
3. In the upper left-hand corner, select ‘Call Extensions’
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23. VI. Getting Started
5. Click ‘New Extension’
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24. VI. Getting Started
6. Enter your LogMyCalls local or toll free phone number and
the country where the number is based.
(Note: You can come back at any time edit information)
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25. Call Tracking for Mobile Marketing
 15 Minute Live Demo
logmycalls.com/request-demo
 Call us at (866) 811-8880
@logmycalls

26. Next Webinar
 Thursday, August 2 – 2 PM EDT
 Title: 3 Lessons Your Business Can Learn From Big Campaigns
Marketing campaigns from companies like Apple or Nike simply don’t fit SMB
budgets or needs. How can you recreate their success, but with your budget?
• How to determine what parts of BIG campaigns will work for you
• How to learn from BIG campaigns and tweak them to fit your needs
• Ways to ‘right size’ your marketing
• Tips to get the right results from your marketing without going broke
Britt Raybould, Managing Editor, ReveNews
Britt Raybould is the Managing Editor of ReveNews. ReveNews has served as a
trusted, unbiased source for news and analysis related to Internet-related
industries since 1998, including online marketing, SEM, affiliate marketing, e-
commerce, analytics, blogging and much more.
@logmycalls