Posted by Steve Parker, Jr. (@sparkerjr)
Everyone has probably been telling you that mobile marketing is the future. Well, it sure seems like they are right with the new statistics revealed last week about pay-per-call metrics. If you do not already know, pay-per-call was adopted by Google in 2010. Now called bid-per-call, it’s essentially an auction system not unlike typical PPC ads to display your ad with a clickable phone number. Once the user clicks your phone number, you pay for that call.
The number of mobile users who want to contact businesses (especially local businesses) while on the go is growing exponentially and marketers are responding by implementing more measured pay-per-call ads. Pay-per-call usage has grown nearly three times since Q1 2011, says Telmetrics, a Canadian call measurement solutions firm. The adoption has been largely driven by mobile advertisers and SMB programs. In the past year alone, Telmetrics has reported a 348% increase in these ads.
Also quite impressive is the average call duration, which is longer than any other form of search on the Internet. Overall call durations have increased 20% since last year, according to Marketing Land, but mobile is still the lengthiest with an average call duration of 3.5 minutes.
While local businesses stand to gain the most from the pay-per-call, there is ample opportunity for any business to take advantage of this offering. The minimum cost-per-call is set at $1, but with Google’s bid-per-call, you can adjust your budget as you wish. Also, your maximum CPC bid will factor into AdRank, which means you could show higher than a competitor with the right budget strategy. If calls are important means of gaining leads to your business–let’s say hotels or retail–then you might want to learn more about these click-per-call initiatives. It seems like the volume of users is there and it’s up to you to assess if it’s right for your business.