No matter where you are in your mobile marketing efforts – whether you are an advertiser still developing a mobile strategy or a growing mobile ad network selling to national advertisers – you should know how to effectively measure mobile and your measurement efforts should include call tracking and attribution metrics.
Mobile attribution is key to helping validate the channel and monetizing the high quality leads it delivers.
Mobile Searchers Need It Today
Consider the mobile searcher profile. Leads that come from a mobile search program are not only more likely to buy, but will often times convert to a customer within hours.
- 58% of mobile users are on the mobile web at least once a day
- 90% of mobile users search/lookup local information
- 87% of local mobile searchers take action from their search
Mobile search is locally focused and all about instant gratification as searchers are typically looking for something that they need the same day.
Consider your own habits: on a weekend day trip, you might make plans on the way there, searching for a place to stop for lunch and calling about a kids menu and reservations, calling about the hours of a special exhibit for a local museum or calling a couple hotels to find out about availability when you decide to stay the night.
Calls Are Top Mobile Performance Metric
Smartphones are transforming the search landscape, and calls are the de facto performance metric as the device’s primary use is for voice service. Our internal data reveals that more than half of all calls driven by local search ads are made from mobile phones – this is nearly double the number from a year ago.
Consumers calling from their mobile phones stay on the phone with businesses longer (more than three minutes per call) and longer call durations indicate a greater propensity to buy/convert. While mobile calls may be longer because there is less robust information available on mobile websites and apps, mobile consumers are closer to the point of purchase.
Mobile Leads Command Higher Monetization Value
The recent BIA/Kelsey’s mobile outlook forecasts that mobile ad spending will grow to $2.8 billion in 2015 with locally-targeted ads comprising 70 percent of that value. As the mobile growth rate is skyrocketing, I expect the 2015 figure will explode.
Mobile leads are truly ready to buy, so mobile ad networks and other mobile ad providers can command a higher price for mobile calls in a pay for performance-based model. And, while clicks are still a standard mobile metric, measuring calls reveals greater consumer insights and is a way to truly evaluate the monetization potential of newer mobile properties—including appropriate verticals, pricing of calls, and optimization opportunities.
The lead quality from mobile callers is so strong that mobile ad providers can price calls (in a pay for performance model) at almost twice the amount of SEM-driven calls. While the price differential in most cases is warranted, mobile programs priced too high could discourage advertisers. So it is crucial to evaluate caller data and compare with other media to help appropriately price calls.
Mobile Requires Unique Approach
Like any media, mobile has its own unique profile. So best practices from online search or other channels shouldn’t be transferred without testing first.
As an example, mobile searchers are more likely to have a location qualifier so the keywords used to search should be different as well. Knowing how mobile callers arrived at an advertiser, listing or phone number and optimizing for more of those callers is key.
Without a doubt, mobile monetization depends on appropriate attribution. This includes tracking calls and providing drill down analysis of call response data – from total call volumes to caller demographics to call durations.
Whether you are an advertiser or advertising provider, if you don’t have a mobile program, you are leaving money on the table. Harness the power of instant gratification by measuring and monetizing your mobile efforts.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.