Convirza | Acquisio Webinar - How to Optimize Your Digital Campaigns Using Call Analytics

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How to Optimize Your Digital Campaigns Using Call Analytics

WEBINAR housekeeping

• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

SPEAKERS

Gerry Routledge• Acquisio's Senior Sales Engineer• Former member of the Acquisio Product

Design team• Former Acquisio client

McKay Allen• Director of Content and Communications at

LogMyCalls• Spoken at SMX, LeadsCon, Social Media

Strategies Summit, and elsewhere• World class sprinter

POLL QUESTION

What You’ll See in Acquisio

For Session-Based Call Tracking

• Call tracking metrics available at the keyword level.

• Conversation Analytics metrics available at the keyword level.

• All metrics aggregate up through the ad group, campaign and account levels of Acquisio.

• Metrics appear in reporting and can be used as source data in Campaign Automation

For One-to-One Call Tracking

• Call tracking metrics aggregated at campaign or campaign group level

• Metrics appear in reporting.

Visualize Call Metrics in the Workbench

Customize Your Data Views

Integrate Call Data into PPC Reporting

View Call Detail Reports

Actionable, Clickable Call Details Reports

Combine PPC and Call Data in Bid Rules

How Do I Get Connected?

1. Open a Convirza account and let them know you want to connect to Acquisio

2. Obtain API credentials for Acquisio access to Convirza

3. Contact your Acquisio Account Manager to arrange setup details

4. Selection of Call Analytics fields that will appear in Acquisio

5. Encoding of Destination URLs (if session-based)

6. Historical data can be imported at Account-level

7. Keyword-level data becomes available when URL-encoding is activated

POLL QUESTION

Businesses spent $73B to generate phone calls in 2013.

Source: BIA Kelsey, 2013

90% of customer conversations still take place on the phone

30B calls will be made to businesses this year from

mobile search.

64% of local businesses say calls are the best leads they

receive.

Call Tracking

Get Credit for the conversions you produce

Organic Search

Display Mobile Paid Search Direct Mail

Which sources, channels, campaigns, and keywords,

generate phone calls…and which don’t.

Mobile searchers want to call you.

Nearly 70% of mobile local searches result in phone calls.

Far too few businesses attempt to drive calls. They

prefer form fills.

Landing Page Home Page Mobile Landing Page Call Extensions

Put phone numbers everywhere.

Callers are 10x more likely to turn into customers than

form fills.

There is valuable gold buried inside phone conversations.

• Analyzes calls• Analyzes words and phrases in the call

conversation itself – both sides• Volume, rate of speech• Able to determine what happened on

the call

Conversation AnalyticsHow It Works

Conversation AnalyticsConversation Analytics tells you what happens ON the call.

Conversation AnalyticsConversation AnalyticsBusiness Intelligence for the phone.

1. Conversion Rate

o Conversion: Appointment Set, Sale Made, Reservation Made, Commitment to Buy

o On 29% of the calls analyzed, one of these things occurred

2. Lead ScoreDetermines the difference between a qualified lead and an unqualified lead, based on the words and phrases said on the call.

Great Leads – 80-100Good Leads – 60-79

4. Missed Opportunities

POLL QUESTION

For More information please contact:

Acquisio: [email protected] 866 493 9070

LogMyCalls: [email protected](855) 889-3939

Thank you!