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How Google's "Click To Call" Feature Drives Auto Sales

New Research Shows Mobile Search a Key to Dealership Phone Calls

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Do you know if your dealership is making the most out of its mobile advertising efforts?  Recently Google compiled survey data on consumers’ mobile behavior and attitudes showing that more than 50% of all mobile searchers use click to call.  The ability to call from a mobile device is an important feature for consumers looking to make a purchase.

Click to Call

We took a closer look at the data for the automotive industry to see what this means exactly for you: the dealer.  When looking at the departmental breakdown, 62% of consumers performing automotive searches would be likely to use the click to call feature for parts and service, 60% for used car sales, and 55% for new car sales.

Click to Call

Consumers use of the click to call feature in all phases of the buying cycle is undeniable.  Seven out of ten people who made a used car purchase found it extremely important to be able to call the business directly when searching on their smartphone!  Consumers cared about the ability to call the most when it came to the research and purchase phases showing that calls typically happen most when someone is looking to buy.

The NOW part of Automotive Retail–a NOW business–is the most NOW thing we have: our SMART phones.

Click to Call

Click to call is a necessity when it comes to keeping buyers out of your competitors’ stores.  The data shows that not only does it help to drive sales, but it is key to brand perception.  Just under half of mobile searchers said they would be frustrated or annoyed if there was no click to call button and would likely turn to another store.  Moreover, another 33% said they’d be less likely to refer people to that store in the future.  When it comes to mobile, it’s all about what’s quick and easy for the user.  With no click to call feature, it just makes it easier for buyers to get what they need from your competitors.

Consumers are using click to call more than ever in the auto industry for a variety of reasons.  Whether it’s to schedule a service or a test drive, inquire about business hours, or hear about your current incentives and specials – you’ll want to make sure your dealership is providing top notch customer service when answering the phone to convert these calls into sales.  Keep in mind the length of the call as well.  The ideal call time for purchases or related information was 4.8 minutes for dealerships including wait time.  So get the consumer to the appropriate sales representative as quickly as possible.

Click to Call

Additionally, mobile ads with the click to call feature have shown to yield higher performance metrics.  It’ll make your ad stand out more on a mobile device with the large call button showing and data suggests an 8% CTR (click through rate) increase with ads that have the feature.  Standard ads have click through rates in the 1 to 2% range.

If you don’t already have call extensions on your mobile ads, contact your vendor immediately to get them added! Each time your mobile ad shows without them, you’re missing out on potential leads and sales.  Want to know more about mobile ads and click to call? Click to Call us @ Local Search Group for a no cost consultation today!

 

Resources:

Google Adwords Blog: http://adwords.blogspot.com/2013/09/new-research-shows-that-70-of-m...

Click here to view Google’s full research study: http://www.google.com/think/research-studies/click-to-call.html

Ashley Smith, Automotive PPC SpecialistWritten by Ashley SmithDigital Marketing Manager

Views: 66

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Comment by Lizzie Campbell on September 26, 2013 at 12:44pm

Great stuff Ashley. I get frustrated with unlinked phone numbers every time.

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