Tulsa Marketing Online has always believed tracking data is one of the most essential steps to running an informed marketing campaign, but apparently many search marketers are opting out of comprehensive tracking when it comes to phone conversions from search campaigns.
A new survey from Invoca has found that just 36 percent of respondents reported using call extensions or click-to-call ads in their search campaigns. Of course, call conversions aren’t a major metric for some campaigns, but the survey shows that isn’t the whole story. The results also show that 63 percent of those surveyed said phone leads are equally or more valuable than web conversions.
It is surprising that such only a relatively small percentage of marketers may not be tracking phone call conversion data, especially in light of the wealth of studies showing the value of phone calls to search marketers. Google’s numbers say that 70 percent of mobile searchers have called a business directly from the search results page and BIA/Kelsey estimates inbound calls from mobile search is going to almost double between now and 2016.
The only real explanation is that a fair portion of marketers simply aren’t considering the value of call conversions and how search marketing may be driving calls.
Without data on call conversions, it is hard to get the full picture of how campaigns and marketing strategies are performing and budgets may be getting misplaced or outright wasted. When you have all that information at your fingertips, it is easier to make truly informed decisions about your future strategies and ensure that marketing budgets are being used to their full potential.
You can read Invoca’s full report here and see their related infographic below.