Google and Ipsos have published new research intended to detail the use of click-to-call in mobile search.
The results show that almost half of those surveyed (42%) had used click-to-call in search, with the need to talk to a real person stated as the main motivation. Other motivations included ‘wanting answers more quickly’ and ‘needing more information than a website could provide’.
Of smartphone users, a massive 94% have needed to call a business directly when searching for information, whether click-to-call is available or not.
Google has a unique perspective on much of the mobile customer journey with search, Maps, Chrome, Places, click-to-call, Wallet, to name a few.
Google ads drive 40m calls a month and with in-search features growing more on desktop and smartphone, customers are using them more and more. The research showed 47% were aware of additional information displayed in search results.
Here are some more findings from the research and an additional click-to-call case study from sk:n clinics.
For further information on this topic, check out our blog posts looking at five good and five bad examples of click-to-call mobile CTAs, or 12 useful tips for optimising mobile landing pages.
Consumer electronics shoppers usually spend a lot of time researching products before they eventually make a decision, which typically involves looking at upwards of 14 sources of information.
This includes searching for advice from consumer publications such as Which, comparison sites and customer reviews.
Organic and paid search is therefore an extremely important tactic for gaining brand exposure during the purchase journey.
There is a mix of competition within this sector as manufacturers, specialist suppliers, ecommerce brands and multichannel retailers attempt to improve market share.
A new report examining which brands achieve the highest visibility for consumer electronics has found that Amazon.co.uk comes top for both organic and paid search, which probably doesn’t come as much of a surprise.
As has been the case for the past while, the start of a new year brings a whole host of predictions, rich with content about the importance of mobile (thankfully, this year we avoided the dreaded 'year of mobile' proclamations).
For PPC campaigns this year, one of the key challenges will be ensuring that the opportunity for increased sales via mobile traffic is efficiently and profitably taken.
Organisations are more likely to integrate content marketing with their SEO strategy than they are with any other digital marketing discipline.
Nearly half (45%) of all companies say this area is ‘highly integrated’ with their SEO efforts, compared to just 24% for paid search marketing and 16% for mobile marketing.
These findings come from Econsultancy’s State of Search Marketing Report 2013, in association with SEMPO.
It’s easy to see why content marketing is so appealing, as it essentially gives your company something to talk about.
Instead of firing off the same boring press release to whichever journalists will listen to and parrot its dry copy, providing an audience with quality content means providing them with something they can engage with, share and ultimately do your own marketing for you.
Although your audience is only going to do that if your content is entertaining, useful or innovative.
It’s a provocative question and heaven knows we all love one of those.
There are a lot of contradictory opinions out there surrounding the term ‘blue links’ and how many are to be found on your average search engine results pages (SERPs).
While many proclaim the death of ’10 blue links’, other experts suggest their own research confirms otherwise.
Search is an ever evolving, constantly tinkered with playground that is almost impossible to ‘game’ in the long-term and second-guess in the short-term.
As a producer of content myself, I’ve always believed that SEO best practice lies in the quality of the content itself. Creating entertaining, useful, relevant or engaging content is the number one approach and any ‘wins’ your content may achieve in appearing in organic search listings are a well earned result.
Of course I sound naïve here and I’m fully aware that good SEO involves more than just that, especially if organic search listings on the first SERP are becoming less visible.
Let’s take a look at the current state of play for organic search and ’10 blue links’.
PPC ads are never finished. They should constantly be tested and refined to increase performance with the ultimate goal of increasing click-through rate (CTR).
An eye-catching and well-optimised ad will attract greater click-through which in turn will lead to a lower cost-per-click. The entire account will benefit from the improvement in these key metrics, so why settle for results that are just OK when you can test your ad copy and achieve PPC greatness?
However, before you drill into the finer points of testing your ad copy, there are a few basics to understand that will ensure your tests are giving you reliable data:
Towards the end of last year, I started a series of posts digging into the mechanics of PPC agency pricing models.
The aim? To help buyers make more informed decisions when it comes to choosing a model that’s right for their business, whilst hopefully leading to some healthy debate amongst buyers and sellers alike.
If you haven’t already, check out the overview of percentage of spend and pay on performance models. And if you have, thank you for sticking with me. Here we go with the final post in the series, a look at fixed fee models.
Covario has just issued its Global Paid Search Spend Analysis for Q4 2013, revealing that global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 and 7% year-on-year.
Paid search on mobile also had an incredible 2013, with impressive numbers recorded for Android, iPhone and iPad activations. Total advertising spend on mobile grew 23% in Q4 2013 from Q3. This is 55% up from the same period in 2012.
Keyword pricing wise, the average cost-per-click (CPC) came down in Q4 2013, however the average CPC rose 10% versus the same period in 2012.
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include real-time bidding, email marketing, paid search, responsive design, integrated marketing and augmented reality.
For more digital marketing stats, check out our Internet Statistics Compendium.
Facebook has revealed that organic reach for brands will fall short, if it hasn’t begun to do so already.
In a recent tweak to the news feed algorithm, Facebook has begun to prioritise content from the people that users engage with the most, ensuring content from a ‘liked’ company’s Facebook page will become a negligible presence.
In a press release from December, Facebook urges marketers to buy ads instead of merely relying on the free content channel of running a Facebook page.
This ‘tweak’ signifies a dramatic change to the Facebook experience for users, brands and anybody else who may run a Facebook page, whether it's for profit or not.