The Plague of Paid Search ROI Thanks to smartphones and click-to-call, paid search ads generate billions of calls to businesses each month. Whether the call is generated from a call extension, call-only ad, or website visit, marketers are spending more of their PPC budget to drive these conversions. But all too often, they end up in a voicemail box. Inbound Calls Are Extremely Valuable Conversions Marketers Spend Billions on Paid Search to Drive These High-Value Phone Leads Calls convert to revenue 10x–15x more than web leads Calls will influence $1 trillion in US consumer spending this year increase in calls from US mobile search ads from 2015 to 2017 US Mobile Search Ads Drive Calls (IN BILLIONS) MOBILE SEARCH AD SPEND CALLS FROM MOBILE SEARCH ADS 26.1 46.2 32.7 39.1 2015 2016 2017 2018 $14.17 $20.28 $25.06 $29.87 of voicemail messages from callers signaled buying intent Most Calls That Go to Voicemail Are a Missed Revenue Opportunity — Businesses are missing the most calls on the weekends — More calls are missed on Fridays than any other weekday — Businesses answer the most phone calls during the 11AM hour — Voicemail rates immediately start to go up at 5PM at the end of the business day MIDWEST 16.4% NORTHEAST 19.0% SOUTH 16.8% WEST 19.5% Where Do Businesses Miss the Most Paid Search Call Conversions? No Industry Is Safe From the Plague of Unanswered Calls The Northeast and West do a worse job answering calls According to Google, mobile searchers are: 40% more likely to call a business 51% more likely to make a purchase When Are Businesses Missing the Most Paid Search Call Conversions? % of Calls to Voicemail By Day Calls Generated on the Weekend Often Go Unanswered DT UNIVERSITY STUDY FINDS... Nearly 1 of every 5 calls generated by paid search advertising goes to voicemail 8 Call-Related Strategies to Optimize Paid Search ROI Don’t run call-only ads when you aren’t open or staffed to answer calls. Understand how your paid search campaigns drive qualified callers to each location. Optimize spend for the ads and keywords driving the most good calls at the lowest costs. Route each caller to the best agent or location right away to convert them to customers. Analyze conversations for unanswered rates, caller buying intent, agent performance, and call outcome. Follow up with good callers who leave voicemail messages right away. Retarget good callers who didn’t convert with tailored, relevant digital ad campaigns. Target lookalike audiences resembling callers who converted to customers. It’s Having a Big Impact on Paid Search ROI Even During Business Hours (Monday–Friday): CHILDHOOD EDUCATION HOME SERVICES AUTO OEMs & DEALERS FINANCIAL SERVICES 23.6% 20.7% 19.3% 18.0% 44.4% 57.8% 55.0% 55.0% SENIOR CARE MANUFACTURING RETAIL HEALTHCARE 16.9% 12.0% 6.6% 6.1% 48.2% 54.0% 64.6% 50.1% — Industry voicemail rates range from 6.1%–23.6% — Voicemail buying intent rates range from 44.4%–64.6% VOICEMAIL RATE VOICEMAIL BUYING INTENT RATE CHILDHOOD EDUCATION HOME SERVICES AUTO OEMs & DEALERS FINANCIAL SERVICES SENIOR CARE MANUFAC– TURING RETAIL HEALTHCARE Sources: eMarketer | BIA/Kelsey | DT University | Google How Much Budget Are You Wasting on Voicemail Calls? — Unanswered weekend calls are as high as 89% in some industries % OF CALLS TO VOICEMAIL ON WEEKDAYS % OF CALLS TO VOICEMAIL ON WEEKENDS % of Calls to Voicemail By Hour Missed Opportunity phone Missed Opportunity phone 2:44PM 0:43 12:19PM 1:03 Missed Opportunity mobile Edit Greeting 7:33AM 0:18 Missed Opportunity phone 6:03AM 1:14 Voicemail Missed Opportunity phone 8:11PM 0:34 Missed Opportunity phone 4:39PM 0:15 Missed Opportunity phone 3:57PM 1:43 Missed Opportunity phone 2:29PM :45 Missed Opportunity phone 1:11PM 0:06 100% 4:22 PM Voicemail Keypad Contacts Recents Favorites