26 Feb '15, 2pm

Click-to-Call and the Big Data Gap

Click-to-Call and the Big Data Gap

We all know mobile traffic is increasing for everyone; Google says a full 50 percent of its traffic is now mobile. There's also been astonishing growth in consumers' use of the click-to-call feature of search advertising. Click-to-call is immensely useful; you can quickly check product availability and pricing or book an appointment for services. In 2013, Google reported that 70 percent of mobile searchers call a business directly from search results. Marketers have responded to the growth in the use of click-to-call with increased spending. The Marchex Institute estimates that marketers spent more than $4 billion on mobile search ads in 2014 to drive phone calls. But they may be spending on the wrong things. There's a large gap in Google's and Bing's analytics that keeps marketers from understanding which of their campaigns are driving sales leads. You could call this a $...

Full article: http://searchenginewatch.com/sew/how-to/2397015/click-to-...

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