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Natasha O’Neill
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Why Australians Enjoy Click to Call (and Why Businesses Should Use It)

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In the smartphone era, it may surprise you to know that people are still using their devices to make phone calls. For many businesses, the phone number is the most important conversion path for their customers to reach them.

According to Google and Ipsos, Click to Call AdWords extensions can maximise a business’s return on marketing investment and can serve to boost their online presence. For such a simple feature, it does quite a lot. But more than just benefiting the business, Click to Call extensions are highly valued by consumers.

It all starts with micro-moments

‘Micro-moments’ is the term Google has coined to describe the “real-time, intent-driven” moments that consumers experience every day as they use the internet on their mobile devices. With our smartphones, we have access to virtually anything, right at our fingertips. A lot of the time, we’re using our mobile devices to contact businesses, go shopping or to conduct more research before making the final purchase decision.

Call extensions are widely used by smartphone users

With the click of a button, customers can get all the answers they need. Google found that three in five smartphone users have used the call extension feature when searching on a smartphone, and 66% say it’s extremely or very important to be able to call a business straight from the smartphone search results page.

Consumers are calling businesses for countless reasons, but these are the top reasons that Google and Ipsos found by industry:

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Click to Call captures consumers when they’re ready to make a decision

Google and Ipsos also found that 50% of clicks to call are made when consumers are ready to make a purchase, reservation, appointment or similar booking. This is particularly true for restaurants, local businesses and the retail industry.

Businesses can’t afford to ignore Click to Call

The researchers also found that while Click to Call is highly valued by consumers, it’s being underused by businesses across the board. Respondents say they’re likely to remember if a business they’re searching for doesn’t offer the convenience of Click to Call. In fact, 60% of respondents said the lack of a Click to Call extension would leave them with a negative impression of that business and would encourage them to look elsewhere. Business would be remiss to ignore the value consumers place on AdWords call extensions, particularly when you consider that they cost the same as a standard headline click. As we are fast learning, convenience is king in the mobile era, and if businesses aren’t facilitating this, they’ll be looked over in favour of competitors who do.

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By Natasha O’Neill


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