Most marketers and sales reps will agree that inbound calls are a valuable source for lead generation. The Internet and mobile technology have expanded the range of possibilities that business owners can take advantage of to connect with prospective buyers. Around 70 percent of people using their mobile phones to search for information have called a business directly from the search engine results page (1). In addition, Google ads have generated more than 40 million calls worldwide.
As a result, Google is looking at mobile call-to-click conversions with greater interest. It will soon be added to the list of conversion that marketers can integrate into their analytics. Businesses will be able to measure not only the number but also duration of inbound calls.
In contrast with the efforts made by Google in enabling marketers to track click-to-call conversions, just 36 percent of them integrate this type of ad in their search engine marketing strategies (2). Even more confusing is the fact that 63 percent of marketers feel that inbound phone calls are as valuable or more valuable as Web-derived leads.
In light of these facts, it's important to follow SEO best practices to make sure search engine ads with click-to-call components are visible for potential buyers.