Outbound Call Center Featured Article

Google Opens Click to Call to National Numbers, Attracts Financial Companies

By Susan J. Campbell
TMCnet Contributing Editor

Click to call is a term that is gaining importance in the call center and other industries where visitors to a website can gain instant information or assistance when they “click to call.” This can be especially helpful when using a mobile application as you may not have the time or desire to search around the tiny screen for the information you want.

A recent Wall Street Journal blog captured the phenomenon that is largely being driven by Internet and search-ad giant, Google. The company has long used this approach on local options as personalized ads presented the user with local attractions or other options as well as a click to call feature. When the company opened the platform up to national phone numbers, key financial brands like T. Rowe Price and ING Direct USA took notice.

A big draw for these firms is the ability to get a potential customer on the phone. When this happens, their trained professionals have the opportunity to engage the individual in a conversation, which increases the odds of selling something or converting the person from an interested party into a buying party.

In addition to this benefit, the overall cost of advertising is low. Advertisers simply pay Google (News - Alert) only if someone actually clicks on the ad and the phone call costs only as much as the regular click would. According to Google, people are 6 percent to 8 percent more likely to click on an ad than  a phone number that they can call – which increases the investment return for advertisers.

According to Lea Wray, a marketing manager at T. Rowe Price, there is a disappointing side for firms wanting to promote their 401k rollover options. Not many people are actually searching for such terms on their phones. While she did not share exact numbers, she did acknowledge that she is surprised anyone really searches for that term – but they do. And, T. Rowe Price views this type of ad as a good way to ease into the mobile advertising platform.

Now that Apple has launched the iAd mobile advertising platform, the buzz around mobile ads has been focused on rich media – which are highly interactive or create ads that engage the user and take advantage of the phone’s computing capabilities. Google stands on the premise that search advertising is more powerful on phones than on the PC.

The ultimate winner in this battle will be the consumer who is able to find the solution they need and connect with the person who can provide answers – the true point of click to call.