KEO Marketing

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New Google AdWords function impacts lead generation

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.

1. "Say Hello to Calls as Conversions in AdWords"
2. "Call Gap: Survey Finds 54 Percent Of Search Marketers Don't Track Phone Conversions From Search Campaigns"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.