Unanswered Calls: The Plague of Compensated Search ROI [Infographic]

When shoppers want instant communication with a company, they often (still! ) pick up the phone and contact. That’s especially simple to do right now as online and mobile click-to-call functions become more popular.

Nevertheless , nearly one in five phone calls driven by paid search advertisements goes unanswered, according to a recent study of nearly 400, 500 inbound phone calls by call-tracking plus analytics company DialogTech . And more compared to half (57%) of those voice communications indicated a high-purchase-intent consumer!

That means marketers are losing money encouraging calls that are by no means answered, and it also means that valuable clients are having a negative brand experience.

DialogTech put together an infographic based on the results of its study, recommending ways marketers can solve the particular voicemail problem, including the following:

  • Don’t run call-only ads when the business isn’t open up or staffed to answer phone calls.
  • Understand how paid lookup drives qualified callers to every location.
  • Optimize invest in the ads and keywords that will drive the most good calls on the lowest costs.
  • Path each caller to the best realtor or location right away to transform them to customers.

See how you can improve paid lookup ROI by checking out the infographic. Just tap or click to get a larger version.

Laura Forer is a freelance writer, e-mail and content strategist, and crossword puzzle enthusiast. She’s an associate editor at MarketingProfs, where the girl manages infographic submissions, among other things.

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