Whether someone is searching on their mobile device for a restaurant, a local service, or a car rental, the presence of a click to call button increases click-through rates and brand perception, according to new Google/Ipsos research.
A new survey of 3,000 mobile searchers who recently made purchases in seven verticals (Travel, Restaurant, Auto, Local Services, Retail, Finance, Technology) revealed that 70 percent of mobile searchers click to call a business directly from Google's search results.
Across all seven of the verticals Google researched (Travel, Restaurant, Auto, Local Services, Retail, Finance, Technology), click to call, whether it appeared in the paid or organic results, was an important feature for people looking to find information and make purchases, Google said.
Calls are most important to mobile searchers who are researching (52 percent) or ready to buy (61 percent).
Google highlighted a few specific results from the survey about the importance of click to call:
- Auto Parts: 62 percent of mobile searchers are "very likely" to use click to call; 57 percent would use click to call to compare pricing.
- Car Rental Information: 60 percent of mobile searchers would use click to call; 44 percent would call to make a reservation.
- Local Services: 76 percent of mobile searchers would call to make an appointment.
- Financial Services: 61 percent of mobile searchers are likely to use click to call to make changes to their bank accounts.
Google ads generate more than 40 million calls each month – 75 percent of those calls last longer than 30 seconds, and the majority of calls from ads lasted an average of six minutes, which suggests that most mobile searchers aren't looking for quick information, Google said.
On average, Google said that AdWords advertisers who implement click to call see an 8 percent increase in click-through rate.
And what about businesses that don't offer a call option? Almost half of those surveyed said "the lack of a call option would lead them to be both frustrated with the business and more likely to turn to another brand. Additionally, 33 percent said that they would be less likely to refer the brand to others and would be less likely to use the brand in the future."
"It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry," according to Adam Grunewald, Google's mobile marketing manager. "Businesses can easily help mobile searchers get in touch by attaching call extensions to their mobile search ads. While the presence of the call button in organic results depends on a number of factors, you can schedule your mobile search ads and call extensions to show only at relevant times or only in specific searches."
Google provides AdWords advertisers with several phone call metrics. If you want to add call extensions, you can learn more about it here.