Mobile advertising brings extraordinary success to Defender Direct

Friday, January 14, 2011 | 10:41 AM

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Defender Direct sells affordable security systems to individuals who want to keep their homes and loved ones safe. To stay ahead of their competition and to ensure client satisfaction, Defender Direct staffed their call centers with consultants educated on the intricacies of their security systems. To drive more calls to their call centers, Defender Direct decided to implement Click-to-call mobile ad campaigns.

Driving calls to the call center is critical to Defender Direct’s business model and a primary goal of their marketing efforts. With this in mind, Defender Direct turned to mobile advertising to generate new, better qualified leads. Google suggested their Click-to-call mobile search ad unit, which prominently highlights the business phone number in the ad result (see example below).

click to enlarge image

First, Defender Direct ran a Click-to-call campaign targeted to WAP mobile phones, giving users the option to place a call directly to their call center or visit their mobile site. After this campaign performed exceedingly well, Defender Direct’s next move was to target high-end devices with full Internet browsers including the iPhone and Android platforms. The results were impressive.  ROI for Defender Direct mobile campaigns exceeded the ROI for their desktop campaigns by a factor of two. By running Click-to-call campaigns on both WAP and high end devices, Defender Direct succeeded in driving more qualified leads to their call centers.

With an overwhelming 75-80% of Defender Direct’s online advertising clicks coming from mobile devices, they have now allocated a quarter of their total online advertising budget to this platform. This campaign is an excellent example of how advertisers can take advantage of new opportunities in mobile to successfully reach their business goals in different and unique ways. To learn more about this ad format, please read our Click-to-call Best Practices post.

Posted by Dalia Mitra, Google Mobile Ads Marketing Team

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3 comments:

Hashid said...

Hi admob, I have been an advertiser & publisher on Admob for around 2 years by now. I have a very important point to bring in your notice. So many advertising are advertising subscription links, which when a user clicks is payable to the user. These links does not wait for any confirmation! Most of the visitors on my site complain because of this, unexperienced users click on these links and they get charged, they inturn blame our site, which does not have any payable content. So I request admob to keep an option for the publishers to filter such subsciption ads if required. Please do reply to this asap.

January 16, 2011 at 2:12 AM

Anonymous said...

Hi Hashi,

Please send your feedback to support@admob.com.

Thanks.

January 17, 2011 at 3:47 PM

Unknown said...

thanks for shearing, and one thing is want to ask is this also applicable to Business mobile phones

January 20, 2011 at 2:53 AM

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