Mobile Click-to-Call and Call Tracking: Follow the Money

Mobile Click to Call and Call Tracking: Follow the Money image woodward and bernstein1Mobile Click to Call and Call Tracking: Follow the MoneyFollow the money.

That’s what mysterious Watergate source ‘Deep Throat’ famously told journalists Woodward and Bernstein before they broke the biggest political scandal in American history. That quote started a chain of events that would eventually bring down the Nixon White House and change the American political landscape for a generation. Woodward and Bernstein used that quote to determine where to search for information, how to invest resources, and what data to follow.

So what can marketers learn from that famous advice: ‘Follow the Money?’ And, more importantly, what do we learn when we heed that advice and follow the money ourselves?

What Does Following the Money Tell Us About Marketing?

Analysts from BIA Kelsey and Gartner, as well as sources like Forbes, MobiThinking, and Google itself confirm one thing: marketers are spending an exponentially-increasing amount of money on CTC.

Follow the money.

Most project that within 6 – 10 years, Google’s revenue from mobile CTC will exceed their revenue from standard pay-per-click (PPC). Some say CTC could eventually bring in 10x more revenue for Google than standard PPC.

Follow the money.

BIA/Kelsey says that the mobile CTC boom will produce a deluge of new phone calls that will leave businesses ‘scrambling.’

Follow the money.

The money—in both a figurative and literal sense—is shifting to mobile click-to-call. Mobile ad spend will increase to over $10B by 2016. Calls are the fast growing segment of that dramatic increase. The elephants are moving. Marketers are clearly seeing the writing on the wall. The future of marketing is mobile CTC.

We followed the money. Mobile CTC is where it led.

What is Mobile Click-to-Call?

When you search for something on your smartphone you see a result that looks very different than the result you see when you search for something on a ‘regular’ computer. When you see search results on a smartphone you see a ‘tap-able’ phone number.

That is mobile click-to-call.

Instead of paying Google—or another publisher or network—for a click, advertisers can pay for the calls these ads generate. It is a pay-per-call model rather than a pay-per-click model. Google charges you for phone calls they generate. It is an entirely different monetization strategy for Google, Bing and Yahoo. It is also an entirely different way to think about every facet of marketing for advertisers.

Mobile CTC is growth is exploding. Estimates indicate that Google’s pay-per-call revenue is growing by around 30% each month.

What Do You Need to Do?

Our advice with mobile CTC is simple: start small and use call tracking as you begin your efforts.

Don’t jump in with both feet until you’ve experimented. Spend a few hundred bucks on a few different keywords. Don’t dump thousands into mobile CTC until you know what you’re doing.

And, above all, don’t use Google Adwords ‘Call Extensions’ unless you use a call analytics phone number from LogMyCalls or someone else.

You must track you CTC marketing carefully.

Mobile Click to Call and Call Tracking: Follow the Money image fb0d2b02 73a7 48ec 8b7e 8a1bd5886e1517Mobile Click to Call and Call Tracking: Follow the Money

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