PAID SEARCH STRATEGIES FOR CLICK-TO-CALL: PROVEN TACTICS TO DRIVE CALLS & SALES IN 2016 #ClicktoCallTips
PAID SEARCH STRATEGIES FOR CLICK-TO-CALL: PROVEN TACTICS TO DRIVE CALLS & SALES IN 2016
#ClicktoCallTips
2
1. Research on mobile, paid search, and click-to-call
2. Paid search ad formats to drive calls
3. Mobile targeting options for paid search
4. Landing page optimization tips to drive ROI
5. Data to collect around calls and how to use it
6. Next steps and Q&A
AGENDA
Brendan Jackson Director of Marketing
Matt Althauser Head of Ad Partnerships
#ClicktoCallTips
3
WHY MOBILE IS SO CRITICAL TO PAID SEARCH
4
64% of US adults today own
smartphones
>80% of US adults ages 18-49 own
smartphones
U.S. SMARTPHONE OWNERSHIP TODAY
Source: Pew, 2015
#ClicktoCallTips
5
SEARCH HAS GONE MOBILE
Source: Google, eMarketer
Over 50% of searches are now on
mobile devices
Over 70% of US paid search spend
will be mobile in 2017
#ClicktoCallTips
6
MORE MOBILE SEARCHES = MORE INBOUND CALLS
Copyright © B
BIA/Kelsey 2014
Figu
This vo
percen
data in
phone
Figu
Leadin
ure 9: Call
olume results
nt) compared
n the previous
calls.
ure 10: Hi
ng in Local | P
l Volume t
s from mobile
to desktop lo
s section: Mob
gher Conv
Phone Calls: T
to Busine
e local search’
ocal searches (
bile users are
versions f
The New Ad C
esses Explo
(BIA
’s higher conv
(7 percent). T
e more “ready
from Mob
(BIA
Currency of th
odes
A/Kelsey 201
version rates i
The reasons si
y to buy,” and
bile Device
A/Kelsey, 201
he Smartphon
13)
in driving call
imply go back
mobile devic
es
13)
ne Era
11
ls (57
k to the
ces make
38 billion calls from US mobile
searches in 2014
73 billion calls expected from US
mobile searches in 2018
Source: BIA/Kelsey, Google
#ClicktoCallTips
7
CALLS ARE THE MOST VALUABLE CONVERSIONS
• 66% of sales managers rate phone leads as good or excellent, more than any other lead type
• Calls convert to revenue 10x more than web clicks
Source: BIA/Kelsey
38.4% 38.7%
26.1% 28.7% 19.2% 15.8%
28.0% 19.5%
28.0% 15.0%
9.5% 9.7%
66.4%
58.2% 54.1%
43.7%
28.7% 25.5%
Good Excellent
#ClicktoCallTips
8
PAID SERCH AD FORMATS TO DRIVE CALLS
9
CREATE MOBILE PREFERRED SEARCH ADS
• Ad copy should be optimize for mobile – use mobile ad extensions and CTAs (visit our mobile site, call now, etc)
• Ads should send searcher to mobile-optimized landing page
#ClicktoCallTips
10
TAKE ADVANTAGE OF CALL EXTENSIONS
• 70% of searchers used call extensions to call businesses
• Ads with call extensions get 8% more clicks
Source: Google
#ClicktoCallTips
11
DRIVE CALLS WITH MOBILE CALL-ONLY ADWORDS ADS
• Bid based on the value of a call
• Bid on keywords that generate calls
• Use ad language to incentive a call
• Only run ads during business hours
Source:: BIA/Kelsey
#ClicktoCallTips
12
MOBILE LOCAL SEARCH VOLUME IS EXPLODING
81.8 billion US local search queries
on mobile devices expected in 2015
23% growth in mobile local
searches from last year
More than 2x mobile local searches expected in 2019 from
2014
Source: Google 2015
#ClicktoCallTips
13
MOBILE LOCAL SEARCHES LEAD TO PURCHASES
Source: xAd “Path to Purchase” study conducted by Nielsen (2014)
65% want to complete
purchase within a day.
64% completed
purchase offline.
#ClicktoCallTips
14
OPTIMIZE SEARCH CAMPAIGNS FOR LOCAL
1. Use call extension with local phone number
2. Use call-centric ad language and calls to action
3. Enable location extension to drive in-store visits
4. Include discounts and promos to incentivize calls
5. Mention location in ad text and URL
40%-50% of mobile
searches have local intent
2 3
Local numbers get
3 times as many calls
as toll-free numbers
Source: Google, xAd
1
4
5 5
2
#ClicktoCallTips
15
GOOGLE “NEARBY BUSINESS” MOBILE ADS FOR LOCAL
100% increase in “near me” searches in last year.
80% of those “near me” searches occur on
mobile devices.
Source: Google 2015
#ClicktoCallTips
16
LOCAL SEARCH ADS FOR MULTI-LOCATION BUSINESSES
Source: Google 2015
#ClicktoCallTips
17
TARGETING STRATEGIES FOR MOBILE SEARCH ADS
18
Target a radius
GEO-TARGETING
1. Country
2. State
3. County
4. TV Markets
5. City
6. Zip Code
7. Radius (shown)
8. Congressional District
9. Airports
10. Universities
#ClicktoCallTips
19
Target a radius
REMARKETING & GOOGLE CUSTOMER MATCH
Remarketing Tailor ads and bids for searchers who
have previously visited your sit
Google Customer Match Tailor ads and bids for searchers whose email address you upload to Google
#ClicktoCallTips
20
OPTIMIZE MOBILE WEBPAGES TO DRIVE CALLS
21
#1 FOCUS ON YOUR CALL TO ACTION
22
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips
23
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips
24
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips
25
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips
26
FOCUS ON YOUR CALL TO ACTION
Incentive No Incentive
#ClicktoCallTips
27
Incentive No Incentive
43.4%
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips
28
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips
29
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips
30
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips
31
#1 FOCUS ON YOUR CALL TO ACTION
32
#2 INTENT MATTERS
33
INTENT MATTERS
#ClicktoCallTips
34
INTENT MATTERS
?
?
?
#ClicktoCallTips
35
INTENT MATTERS
?
?
?
#ClicktoCallTips
36
INTENT MATTERS
#ClicktoCallTips
37
INTENT MATTERS…A LOT!
#ClicktoCallTips
38
INTENT MATTERS
#ClicktoCallTips
39
INTENT MATTERS
#ClicktoCallTips
40
#2 INTENT MATTERS
41
#3 FOCUS ON YOUR BREAKPOINTS
42
CALL ATTRIBUTION ELIMINATES BLACK HOLE
43
CALLS ARE THE HARDEST CONVERSIONS TO TRACK
X Can’t attribute caller back to search engine, keywords, ad, or landing page
X Can’t attribute lead (and resultant pipeline and revenue) to paid search spend
X Can’t prove how your marketing dollars are helping generate revenue
A prospects runs a search on his
smartphone, clicks your ad,
and calls to engage
Who took call? What was
said? Did it convert to pipeline or revenue?
#ClicktoCallTips
44
UNTRACKED CALLS CREATE BLACK HOLE IN ROI DATA
ONLINE CONVERSION CALL CONVERSION
SAMPLE PAID SEARCH ROI DATA
Online Calls
Leads 4,428 +
Opportunities 388 +
Pipeline $450,000 +
Revenue $125,000 +
Total Budget $1,150,000
True ROI ???
If you can’t attribute calls to paid search campaigns,
you can’t prove ROI
#ClicktoCallTips
45
CALL ATTRIBUTION TECHNOLOGY CAPTURES CALL DATA
TRACK LEADS THAT CALLED FROM LANDING PAGES
TRACK LEADS THAT CALLED DIRECTLY FROM ADS
See the keywords, ads & landing pages that drove every caller Optimize for what’s working – Eliminate spend on what isn’t
#ClicktoCallTips
46
END-TO-END CALL ATTRIBUTION FROM SEARCH TO SALE
ü Gives you complete understanding and control of call channel
ü Works for any marketing source (search, social, display, email, video, offline)
You control where the call is
routed and capture the
conversation
You know who the caller is,
where they are calling from,
and when
You can attribute leads, pipeline, and revenue from calls
to the right marketing source
Attribute caller to exact marketing source (keyword search, ad, web session)
#ClicktoCallTips
47
CALL ATTRIBUTION ELIMINATES BLACK HOLE
ONLINE CONVERSION CALL CONVERSION
SAMPLE PAID SEARCH ROI DATA
Online Calls
Leads 4,428 + 6,235
Opportunities 288 + 1,288
Pipeline $450,000 + $3,750,000
Revenue $125,000 + $1,950,000
Total Budget $1,150,000
True ROI $2,075,000
Call attribution enables you to prove how every marketing
dollar spent impacts revenue
#ClicktoCallTips
48
OPTIMIZE BIDS BASED ON LOCATION & DAY/TIME
• Optimize bids & ad placements for the locations & days/time driving calls
• Ensure call centers and locations are staffed properly
#ClicktoCallTips
49
INTEGRATE CALL ATTRIBUTION WITH OTHER TOOLS
SEARCH & WEB ANALYTICS
BID MANAGEMENT
CRM
MARKETING
AUTOMATION
WEBSITE OPTIMIZATION
USE BOTH CALLS & CLICKS TO
OPTIMIZE ROI WITH:
#ClicktoCallTips
50
CONTROL THE IN-CALL EXPERIENCE TO DRIVE SALES
51
QUALIFY CALLERS AUTOMATICALLY WITH AN IVR
1. Your marketing drives inbound
callers
2. Callers first sent to IVR to identify intent
3. IVR routes sales-ready callers to
right sales staff
4. See IVR reports comparing sales vs.
non-sales calls
1. Qualify callers with customizable questions that you control
2. Filter out non-sales calls & spam from reaching sales agents
#ClicktoCallTips
52
ROUTE CALLER TO BEST PERSON TO CONVERT THEM
CALLER LOCATION
KEYWORD QUERY
AD VIEWED
WEB PAGES VIEWED
TIME OF DAY
DAY OF WEEK
CALLER ID
CREATE RULES TO ROUTE CALLER TO
BEST PLACE:
DATA CAPTURED AT TIME OF CALL:
CALL CENTER
OFFICE
DEALERSHIP
STORE
FRANCHISEE
CAMPUS
SALES AGENT
#ClicktoCallTips
53
ANALYZE CONVERSATIONS FOR INSIGHTS
54
MARKETERS LACK VISIBILITY INTO WHAT’S SAID ON CALLS
Caller From Search
Sales Agent
WHAT WORDS DO CALLERS USE?
DO SALES AGENTS FOLLOW SCRIPTS?
DID CALL CONVERT TO SALE & WHY?
ARE PROMOTIONS HAVING IMPACT?
#ClicktoCallTips
55
MEASURE CALL QUALITY AND OUTCOME FROM CAMPAIGNS
Call Duration Reports See which programs are driving the
longest conversaMons
CRM Integration Track callers through the sales funnel to
see what programs drive revenue
Call Recordings Listen to what’s said on every
conversaMon
#ClicktoCallTips
56
RUN SEARCHES THROUGH CAPTURED CONVERSATIONS
Conversation Insight Search conversaMons from any campaign to find calls where words or phrases were spoken
#ClicktoCallTips
57
GET DEEP INSIGHTS INTO WHAT HAPPENS ON CALLS
1. Understand if calls converted and why 2. Analyze lead quality for calls from campaigns, geographies, days of week, etc 3. Optimize bids & ads/landing page content with words consumers actually use
#ClicktoCallTips
58
SUMMARY
Paid search has gone mobile – it’s driving billions of call conversions
Use new ad formats and targeting/
bidding strategies to drive calls
Test, optimize, and personalize landing pages to improve
ROI
Understand what keywords and ads
drive calls – control how calls are routed
to boost sales
#ClicktoCallTips
59
NEXT STEPS AND Q&A
Call Attribution & Conversion Platform
Visit www.dialogtech.com or call 855.375.6934
to learn more
Thank You!
A/B Testing & Personalization Platform
Visit www.optimizely.com or call 800.252.9480
to learn more
#ClicktoCallTips