I love simple strategies that can be executed seamlessly, and immediately improve ROI for clients. Click-to-call phone extensions do just that for PPC campaigns which are set up to show text ads to iPhone and other mobile devices with full Internet browsers.

Phone extensions appear as a clickable phone number beneath the main text ad that is visible to the user accessing Google search, Voice search, Google Mobile App or Google Maps. The phone extension allows users to call your business with a single click. The user appreciates the ease with which she can establish the connection and is less likely to abort the response.

Hospitals I work with as the media strategist have been eager to integrate a mobile tactic into their media plans this year. I’m interested as well, but have not gotten stellar results with tactics implemented so far. While the mobile advertising industry is growing in leaps and bounds, finding a mobile tactic the hospital consumer will respond to has been tricky.

A majority of consumers of hospital services are ages 45 and older and have not been early adopters of Smartphones. However, they are among the leading edge of consumers who fueled the steep sales increase of Smartphones in 4Q’9. These babes in the wood are exploring the vast array of apps and features available with some trepidation. The easier it is for her to get connected and get the information she needs, the better.

During a meeting I recently attended, a participant recommended picking the low hanging fruit. The recommendation is valid in that we don’t always need to over think solutions to marketing challenges. Simple tactics like click-to-call can start generating leads today and buy us the time needed to imagine and develop the big ideas that will solve the bigger challenges facing clients.