Season's Greetings from Freespee

It’s that time of the year again – looking back at accomplishments, setting sights for the upcoming year and spending some relaxing, quality time with friends and family.

It’s been another big year for Freespee – thanks to you and people spending more and more time browsing internet on their smartphones. This converts to increased click-to-call usage: 128% higher on mobile than on desktop advertising. During 2012 Freespee has:
  • Tripled the call traffic managed by our platform
  • Started to work directly with advertisers, who are all as excited as us when they see how successful mobile click-to-call campaigns can drive revenue
  • Introduced a self-serve offer, which can be used by small business owners. Anyone is welcome to use Freespee: there is even a 100% free version for start-ups!
The year 2012 was also when we invested heavily in Freespee Ads, a new product that has been running in stealth mode, where the ambition is to make it possible for any marketer to run mobile display advertising that converts like search. In the beginning of 2013, we will start inviting new clients to run their campaigns – if you have a mobile app, please sign-up and we’ll get in touch with you as soon as we can.
Forget everything you have learnt so far about advertising targeting. This is pure mathematics and programmatic buying!
We look forward to working with you in 2013 to further explore the exciting world of mobile advertising.

Wish you all Merry Christmas & Prosperous New Year 2013!

Picture: Freespee headquarters in Uppsala, Sweden

Facebook Introduces 'Nearby' – Local Search With Click-to-Call

This week Facebook brought a new feature to its mobile apps to discover businesses close to your location, adding to the ranks of YP apps, Foursquare, Yelp et al. The search results are enriched by, without a doubt, the largest social graph available – so you know which places your friends like to go.

It’s still too early to say how popular this feature will be among consumers, but it can indeed be a game-changer. Advertisers can already get insights into the incremental phone leads the feature creates – with Freespee Analytics Premium edition. The call analytics include both mobile and desktop traffic, further improving the visibility of social media marketing ROI.

Free Version Of Freespee Analytics Rolling Out Across Europe

While tens of thousands of companies already enjoy the benefits of Freespee call analytics, there are even more of those who haven’t yet tried it out.

To help you get started, we have launched a 100% free, limited edition of Freespee Analytics for mobile click-to-call tracking!

The self-service sign-ups will be rolled out country by country. Whether your country is already eligible, you can find out on the sign-up form at www.freespee.com. If we’re not yet live in your market, please enter your email address and we’ll get back to you as soon as we can. Publishers, ad networks, and agencies should contact us directly.
In case your business is located outside of Europe & North America, you can always use the Freespee Mobile App Tracking SDK to add call tracking to your native iPhone and Android applications.
We have also improved the advertiser price list to make it easier to choose between the different editions. Please note that the pricing can vary between countries.
Whether you install our script on a desktop or mobile website, the free version measures calls from visitors who access the site with their smartphones. It’s very easy to get started – no risk and no need to enter your credit card information.
Later you can easily upgrade to the Premium edition – starting at 19€/month (VAT 0%), you will get even more features. Why not give it a try!

How to add a click-to-call button to Google mobile search ads

google adwords

Internet browsing on smartphones is exploding so fast globally, it’s hard to keep up. Once again it’s important to remember that you can’t transfer your marketing strategy from desktop to mobile without adjusting it. Or you can – Google actually makes it very easy to extend ads to mobile devices – but you definitely shouldn’t, because you will only get poor performance.

Why? The reason is simply that even if you have a mobile-optimized website (most companies still don’t), user interaction will be different than on desktop browsing.

Forms and complicated e-commerce menus simply don’t work. People are used to getting what they want with just a few clicks and without typing lots of text.

But help is at hand, and it’s the native mobile ad format: click-to-call.

Here’s what it looks like on your phone, and how you can add it to your own ads:

Without the Call Extension

  • This is what a standard ad looks like when extended directly from the desktop to mobile
  • There’s no way to call the advertiser directly, instead the user has to click to go to the website first
  • Make sure your website is mobile-optimized and includes working click-to-call links or buttons

Call Extension + Web link
AdWords / Add call extension:
“Both my website and the phone number”

  • The user has two options: click through to the website or call the advertiser directly
  • This is the best option if you have a mobile-optimized site
  • The phone number is hidden until the user clicks the button
  • It’s a great way to differentiate yourself from your competitors!

Call Extension only
AdWords / Add call extension:
“Just the phone number”

  • This is the best option if you just want to drive calls from advertising and don’t have a mobile-optimized website that converts well
  • Your phone number is visible on the headline – the user can click the headline or the click-to-call button

Important: The campaign needs to be targeted to smartphones only (not desktop or tablets), otherwise this doesn’t work!
Now it’s time to try it for yourself!
1. Log in to AdWords, edit your existing campaign or create a new one. You can add a Call Extension during the campaign creation phase or add it afterwards by going to the Ad extensions tab and selecting New extension.

Next, select options (described above) and enter a phone number.
Note that you should always use a call tracking number to measure campaign performance. Currently Google only offers call forwarding number in the US, the UK and Germany to enable Call Metrics. Without call analytics, you will only know how many people have clicked the phone number (call attempt) and not how many calls actually took place (connected calls).

Using Freespee Analytics in combination with Google advertising, you will get many benefits, including:

  • Measure phone calls from both the ad as well as your landing page
  • Get statistics beyond the click: how many calls took place, which of them were connected and how many calls were left unanswered
  • Record the calls for conversion and customer service improvements
  • Callers’ full phone numbers (which Google’s Call Metrics does not provide)
  • Missed call notifications by email and/or SMS
  • Campaign-specific voice messages or voicemail
  • Call tracking numbers for countries Google doesn’t yet support
  • And much more!

Sign-up for Freespee Analytics to get started! If you have any questions, please don’t hesitate to contact me at juhani.polkko@freespee.com.