Most companies want to be able to get the most bang for their buck when it comes to advertising. Call tracking is a method that allows this to happen. By finding out how your customers heard about your company, you’ll be able to focus where to invest your advertising budget. No company knows this more than Google. They know that sometimes advertising can annoy people and are working to deter this practice.

Follow Your Customers interactions

Google consistently observes how people interact with their product. As a result, of this interaction, they consistently modify how their search engine works. This allows them to better help users to find what they are looking for faster, and more efficiently.

Google knows that more people search on mobile than on desktop. Therefore it would make sense that they would want to best cater to the mobile experience. We’ve even mentioned that optimizing your website for mobile users will help to drive people to your website, because Google will reward your website with a higher search ranking.

Pop-Ups Punished by Google

Some advertising can get quite annoying. “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible,” says Google product manager Doantam Phan. Therefore, Google announced that they will be lowering the ranking of these web pages that use mobile pop-up advertisements. Pages with mobile pop-ups, called “interstitials” by Google won’t be ranking as highly when these changes take effect after January 10, 2017

Google explained which types of practice companies should avoid including:

  • Pop-up ads that cover the content of a user’s website.
  • Most standalone interstitials users must dismiss before accessing the maincontent. Age restrictive interstitials, such as the user needing to prove they are 21 to continue, would be immune.
  • Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

For now, websites that require users to login before continuing, and banner ads that take up a reasonable amount of space, would not be subject to these changes.

Location, Location, Location

Location and advertising have always been synonymous with each other. That very concept is the reason call tracking works in the first place. One of the ways that advertisers are working to get in touch with a more mobile-driven market is by geofencing. Geofencing is a location-based digital marketing tool that allows marketers to target smartphone users based on their geographic area.  The trick is to get the customer to look at their phone.

One company that employs this well is Target. In several markets, Target tested a “Target Run” feature that would allow customers to find deals based off their location in the store. The app was capable of showing offers for promoted items that located in store or digital coupons. Customers would even be able to view Target’s Pinterest while shopping. Best of all, Target offers free wi-fi so that customers don’t even have to dip into their data plans in order to be able to use it.

When it comes to advertising companies like Google and Target know how to adapt based on how their customers interact with them. This makes them excellent role models to emulate then it comes to setting up your own marketing campaigns. Call tracking solutions can allow you to better find out how customers found your company and how to better serve them.