Small-business customers often prefer to call a business rather than contacting it online, so a click-to-call element could help take a Twitter ad campaign to the next level, Jane Intrieri writes. Integrating a click-to-call link takes advantage of the fact that more than half of Twitter's traffic comes from mobile devices. As a bonus, a click-to-call number can be used to track ad responses, providing important data on how your campaigns are performing.

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