Click, Call, and Convert
IMPAQT Case Study: B2B
A leading provider of small business services and long-standing client asked IMPAQT for help taking their first steps into mobile PPC. The client wanted to attribute customer acquisitions to mobile activity in order to identify which mobile devices delivered the most conversions.
QUESTION:
How could IMPAQT help the client leverage mobile PPC to increase brand awareness and conversions in order to show the profitability of mobile PPC?
REVELATION:
IMPAQT created a 6-month mobile PPC test with smartphones and tablets. The test was broken into each of the client’s unique campaigns to determine which devices performed the best across the board. This test initially yielded significant conversions, but orders dropped off shortly after the launch for smartphones. We audited the client’s online mobile presence and found that the client didn’t have a mobile optimized site. Thus, they had limited content and functionality for searchers to convert, as well as no effective performance tracking capabilities in place.
IMPAQT recommended that the client implement a mobile-optimized site with the appropriate performance tracking capabilities. We understood that doing so would take months, so in the meantime, we helped the client create a workaround to avoid losing mobile conversions.
We quickly implemented click-to-call (CTC) PPC ads, which create an actionable conversion by allowing searchers to click on an ad to make a phone call. We set up these ads so that they redirected the searcher directly to the client’s call center, providing an option for conversion.
Once the client implemented a mobile-optimized site, we turned off CTC ads and sent mobile searchers to the mobile-optimized site.
The IMPAQT:
The click-to-call mobile test yielded these results:
- Total clicks of 7,261
- Total impressions of 511,388
- 14 total orders with 93% of the orders coming from tablets
In addition, while CTC ads were running, more than 2,200 calls were generated through CTC ads. The client was also able to realize that tablets were the best-performing mobile devices. As a result, they focused future mobile efforts on tablets.
The mobile-optimized site led to increased traffic at a lower cost-per-click (CPC) for smartphones, though conversions still remained much lower than tablets. This was to be expected, as tablets function more like desktop computers, thus making it easier for tablet searchers to convert. Our tablet ads were so successful that they helped bring in more acquisitions at a lower CPC and cost per order (CPO) than desktops.
Outstanding customer service was key to the success of this campaign. Find out what type of customer service your vendor should be providing and why.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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