On average, click-to-call ads in Adwords are 8% higher than messages with a normal link to the site. For developed markets, this figure is higher.

If you own a small local store and are aimed at increasing sales, then it’s enough to master Yandex.Direct or Google Adwords and get a modest website with product presentation. Some "craftsmen" trade directly from search sites without the mediation of the website, indicating your direct phone number. If you are a plumber or doing repairs, this option is really more effective.

Most companies aim to drive traffic to the site. This is logical, because it is very difficult to prove one’s competitiveness on the basis of comparing small and simple ads in search results. And for most business areas it is impossible, since you will not be able to present a product or service in two sentences.
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Paradoxically, the logic of mobile search progress will be slightly different. Although the images are even smaller, and the text is even shorter, users around the world often prefer to click click-to-call instead of visiting the site.

What is the difference between the mobile search audience?

Do you want to sell - do it quickly

Efficiency of sales in the global market depends on how quickly you are able to implement it. What is worth considering:

1. You should be set up lightning logistics (selling in the US or European countries, you should not keep the client waiting for a month - it’s better to rent warehouses in the country).
2. You must be ready to receive calls. Mobile industry is a telephone order generator, so tune in to answer a large number of calls in perfect English or Chinese. Recently, we have prepared a detailed infographic on the topic of orders from mobile search.
3. Set up a schedule, taking into account the time zone of each of your target markets. For this, Google Adwords has a convenient extension “Phone numbers”, where you can customize the local issue of the corresponding numbers with an indication of the schedule for each of the ads.
4. Do not expect that everyone will call. You need the most solvent and ready for fast solutions audience. No matter how progressive Europeans and Americans may seem, even mobile sales do not affect all segments of the population. There will always be conservatives who prefer the traditional sales algorithm, instead of the new dimension that 4G technologies offer.

Look at your sales through the smartphone screen.

Analyze each user action from mobile search separately from the rest of the Internet. This segment should be completely separated from the total traffic with the calculation of KPI:

As similar to those used for desktops:

1. conversion rate;
2. transaction rate;
3. click revenue;
4. visitor income;
5. average check;
6. LTV;

and special, only for mobile:

1. site loading speed;
2. conversions on specific operating systems (Android, iOS).

Consider the fact that a mobile phone user needs a solution right here and now. Try to customize the ad so as to offer the best deals depending on its physical location.

In order to analyze the behavior of mobile users, there are many special tracking programs (user behavior inside mobile applications), which were brought together in a recent review by the head of the mobile advertising department of Netpeak Marina Bril.

In addition, it is necessary to analyze the conversion through calls. To do this, there are call tracking services that provide call recordings, statistics of traffic sources down to keywords and allow you to prepare detailed promotion recommendations for PPC specialists.

Why do we need separate mobile-marketers?

Here is a list of all that you may need for a successful advertising campaign, taking into account mobile search:

• mobile site / landing page;
• mobile web analytics;
• call tracking;
• apps for iOS and Android;
• contextual advertising for mobile search.

It is logical that for this whole list of activities you need a special person who will work on mobile KPI with a separate budget and a separate reporting form. This audience will have a distinctive behavior from traditional Internet users that needs to be tested and analyzed. The clearer mobile-friendly solution you can develop, the wider your audience around the world will be.



The only advice is: avoid overly aggressive messages and push notifications (it’s better that they appear no more than once a day, or even less often), because a smartphone is a personal user space, which should not have anything annoying and intrusive.

Learn more about call tracking on the Ringostat blog .