• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    Product Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Cannes Lions 2023
    Don't miss your chance to meet with Skai leadership in Cannes
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Marketer Insights
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Research
    Explore our studies, reports and whitepapers so you can keep up on the latest industry trends
    The State of Retail Media 2023
    Learn how industry experts are approaching retail media
    The Breakthrough
    The only resource hub built for marketers in the new era of omnichannel
Back to Blog

Capturing Your Mobile Audience with Call Conversions

Skai™

January  26, 2015

Amber Tiffany of Skai partner, Invoca, joins us today for a guest post. Amber brings experience in B2C and B2B digital marketing and passion for content to her role as Content Marketing Manager at Invoca, a leading inbound call marketing solution that empowers advertisers, agencies and performance networks to track, measure and optimize inbound calls. Invoca recently released a new eBook, Paid Search for the Mobile Era: Guide to More Calls, Conversions and Customers, which features insights from Skai on connecting inbound calls with paid search strategies.

It’s here. This is the year that mobile search will overtake desktop search. But according to eMarketer, 2015 won’t see mobile search ROI surpass or even catch up to desktop ROI. We know how to get in front of our mobile audience, but when it comes to converting them, we’re not quite there.

It’s Time To Focus On the Phone

The monumental shift to mobile has meant we’ve had to adjust the way we work. After being hit over the head with the necessity of responsive design, we’ve updated our landing pages. We’ve even changed our keyword bidding and targeting strategy to align campaigns with the unique needs of a mobile audience. But have we really focused on the new mobile conversion funnel? Are we truly catering to a mobile audience? If you haven’t upped your call conversion game, the answer is no.

It’s here. This is the year that mobile search will overtake desktop search.

Marketers must wrap their heads and strategies around the fact that paid search drives call conversions. One hundred percent of mobile users make phone calls, to friends and family –  and yeah, even businesses. Here are three reasons why the new mobile customer loves the call conversion.

1. People on Smartphones Are Action-Oriented

From my own experience and talking with the PPC experts, people on their mobile phone tend to be either at the top of the funnel (e.g. they’re just browsing products while waiting in line at the bank), or they are ready to take action (e.g. they’re looking for a plumber and want to make an appointment). For these bottom-of-the-funnel prospects, we need to offer ways for them to take action and get their question answered or problem solved – immediately.

People on their phone are especially action-driven when they make local searches. A study from comScore, Neustar and 15miles found that 38% of people who conduct a mobile, local search report being in the middle or at the end of the funnel, versus only 14% of desktop users. This is why nearly 80% of local, mobile searches result in a purchase.

When someone does a smartphone search and wants to take action, making a phone call is often the path of least resistance. When you want an insurance quote or are looking to make an appointment would you rather fill out a form only to be forced to wait for a call back, or would you rather hit a click-to-call button?

2. People Want Personal Assistance

In an age dominated by mass media and automated responses, it’s easy for customers to feel far removed from brands. But when we give people the chance to connect one-on-one, voice to-voice, we create a sense of trust and personalization.

Being available by phone is especially important when selling things like cable, financial services, insurance – anything where people will eventually need to talk through their specific situation with a sales rep. In fact, 45% of customers say that a phone call is the quickest way to get a problem resolved according to NewVoiceMedia. These kinds of companies should be offering mobile search prospects the option to click-to-call in ads and on landing pages.

Personal assistance is also critical when businesses require personal or sensitive information. More and more people are skeptical about submitting personal information in a lead form for fear of it being sold, misused, or even stolen. Consumers tend to feel more comfortable sharing information with a live person.

3. People Want Convenience

One of the most obvious reasons call conversions have become so prevalent in mobile search is because it’s easy. In a recent study, comScore found that people search on their phone for two main reasons:

  • They need information on the go
  • It’s easy to do

Think about filling out a five-step form on a small touchscreen versus hitting a click-to-call button. Today’s consumers want speed and convenience, which is why 70% of mobile searchers have used the click-to-call button directly from search results. We’ve got to stop forcing customers down online-only conversion paths simply because it’s easier for us to manage and track. There is an abundance of data generated from calls that can be captured and applied back to your paid search campaigns.

Paid search is no longer just a digital game. The people have spoken, and they want to call. Don’t be the marketer who stands in their way.

If you want to learn more about getting more call conversions from search, download Invoca’s newest eBook, Paid Search for the Mobile Era: Guide to More Calls, Conversions and Customers.

  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Call Conversions, Kenshoo Partners, Mobile
  • Previous Post
  • Next Post

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
    • The Breakthrough
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
ProviderOwner of this website, Imprint
PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s).skai.io, skai.io
Cookie Nameborlabs-cookie
Cookie Expiry1 Year
Name
ProviderOwner of this website
PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie NameacsbState, acsbReset
Cookie Expiryn/a
Name
ProviderOwner of this website
Host(s)skai.io
Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie ExpirySession / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderOwner of this website
Host(s).chilipiper.com, skai.chilipiper.com
Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie ExpirySession / 2 Years
Accept
Name
ProviderOwner of this website
Host(s).comeet.co, www.comeet.co
Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie ExpirySession / 1 Year
Accept
Name
ProviderOwner of this website
Host(s)skai.io
Cookie NamemoduleFormPardotDownload
Cookie Expiry30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
Cookie ExpirySession / 2 Years
Accept
Name
ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s)*.hotjar.com
Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie ExpirySession / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderLinkedin
Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie ExpirySession / 1 Year
Accept
Name
ProviderSkai
Cookie Nameken_gclid
Accept
Name
Provider6sense
Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie ExpirySession / 400 Days
Accept
Name
ProviderPardot
PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s).pardot.com, pi.pardot.com, skai.io
Cookie Namepardot, visitor_id*, lpv*
Cookie ExpirySession / 10 Years
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
Cookie ExpirySession / 400 Days
Accept
Name
ProviderOwner of this website
Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
Cookie ExpirySession / 2 Years
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie ExpirySession / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderWistia
Host(s).wistia.com
Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie ExpirySession / 400 Days
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeUsed to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s).instagram.com
Cookie Namepigeon_state
Cookie ExpirySession
Accept
Name
ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
PurposeUsed to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s).openstreetmap.org
Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry1-10 Years
Accept
Name
ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
PurposeUsed to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s).twimg.com, .twitter.com
Cookie Name__widgetsettings, local_storage_support_test
Cookie ExpiryUnlimited
Accept
Name
ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
PurposeUsed to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s)player.vimeo.com
Cookie Namevuid
Cookie Expiry2 Years
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeUsed to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s)google.com
Cookie NameCONSENT
Cookie Expiry6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint