The results are in: Callstream Analysis works. In live campaigns over a several week period, mTrax (mtrax.com) used Callstream Analysis to improve mobile search results by 2.4x. How did mTrax do this? mTrax set up paid mobile search listings for a several local service businesses over a six week period in Jan-Feb, 2012. These businesses included towing, plumbing, bail bonds, dry cleaning, and other small businesses in several mid-sized cities nationally.
• Get clients to the top page of paid mobile search results in their areas.
• Get quality calls within their budget.
• Improve performance over time, to deliver more quality calls, for the same low price.
The mTrax Solution
mTrax set up mobile search listings with 150+ relevant keywords for each client on Google, Yahoo, and Microsoft. The mobile listings were set up exclusively with click-to-call capability. mTrax included call logging and tracking, so that granular call data was available. Most importantly, mTrax used call meta data to track cost/second, the key driver for call quality.
The mTrax approach, named Callstream Analysis, delivered observable performance improvements. Mobile search listings appeared on the top page of search results for every handset in a 20-mile radius in each business’ area. By utilizing the cost/second metric, mTrax captured the key drivers of call quality and budget management, in one metric. mTrax was able to look at budget, the number of calls received, and the length of each call, all in one metric. Previous analysis has shown that call length correlates to call quality and sale success over large numbers of inbound calls.
Over a six week period in Jan-Feb, 2012, Callstream Analysis resulted in a reduction of cost/second from $.26/second down to $.11/second, representing a 2.4x improvement. mTrax continued to deliver a low cost/second after the initial six week period, bringing more quality calls to the local small business clients.
“Mobile search is the ultimate direct response advertising tool,” said mTrax CEO Dev Bhatia “and generating local calls is its killer app. However, small businesses have found it very difficult to track and quantify success in mobile search. Callstream Analysis fills this gap, proving transparency to the market. Our clients now get to see exactly how mobile search advertising drives results, and we get to use callstream data to rapidly improve performance.”
mTrax (mtrax.com) enables Small Businesses to launch and manage local mobile search listings on Google, Yahoo, and Microsoft. The Company aggregates and simplifies mobile search, and provides a complete mobile toolkit to its Small Business clients. mTrax is a recognized leader in local mobile search and was the leading online vote-getter at the 2012 Irvine Enterpreneur Forum.
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