The last few months have been very interesting and certainly something anyone who advertisers their business via Google needs to be aware of.
It is well known mobiles are being used more and more to search for products and services on the web, and this trend is only set to continue. It is also common knowledge people often start on a mobile and then later carry on the search on another device such as desktop or tablet.
However, there is a significant change happening. When people search via a mobile device, relevant Google ads will show at the top with a little telephone icon (if set-up correctly). In the last 3-4 months, we have seen an exponential rise in the number of people calling direct from the ads rather than clicking through to the website. If we look back just 6 months this was a rare occurrence, however now it is a serious stat you need to look at when considering how many people have converted into sales.
On the flip side we have also seen a decrease in the number of people filling out web enquiry forms, this trend has been happening for some time as people want an instant answer to their question.
In conclusion, there seems to be a shift from clicking a Google ad, going to the site and filling out a web form, to calling direct from the Google ad.
This is a very recent and significant move that highlights the importance of tracking what happens to the leads that come through on the phone, and making sure someone picks up that call and it doesn’t just go to voicemail.