Driving Sales with Paid Search and Click-to-Call

PAID SEARCH STRATEGIES FOR CLICK-TO-CALL: PROVEN TACTICS TO DRIVE CALLS & SALES IN 2016

#ClicktoCallTips

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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

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WHY MOBILE IS SO CRITICAL TO PAID SEARCH

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64% of US adults today own

smartphones

>80% of US adults ages 18-49 own

smartphones

U.S. SMARTPHONE OWNERSHIP TODAY

Source: Pew, 2015

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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

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MORE MOBILE SEARCHES = MORE INBOUND CALLS

Copyright © B

BIA/Kelsey 2014

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38 billion calls from US mobile

searches in 2014

73 billion calls expected from US

mobile searches in 2018

Source: BIA/Kelsey, Google

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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  

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PAID SERCH AD FORMATS TO DRIVE CALLS

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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

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TAKE ADVANTAGE OF CALL EXTENSIONS

• 70% of searchers used call extensions to call businesses

• Ads with call extensions get 8% more clicks

Source: Google

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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

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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

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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.  

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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

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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

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LOCAL SEARCH ADS FOR MULTI-LOCATION BUSINESSES

Source: Google 2015

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TARGETING STRATEGIES FOR MOBILE SEARCH ADS

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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

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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  

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OPTIMIZE MOBILE WEBPAGES TO DRIVE CALLS

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#1 FOCUS ON YOUR CALL TO ACTION

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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%

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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%

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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

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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

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FOCUS ON YOUR CALL TO ACTION

Incentive No Incentive

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Incentive No Incentive

43.4%  

FOCUS ON YOUR CALL TO ACTION

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FOCUS ON YOUR CALL TO ACTION

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FOCUS ON YOUR CALL TO ACTION

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FOCUS ON YOUR CALL TO ACTION

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#1 FOCUS ON YOUR CALL TO ACTION

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#2 INTENT MATTERS

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INTENT MATTERS

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INTENT MATTERS

?  

?  

?  

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INTENT MATTERS

?  

?  

?  

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INTENT MATTERS

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INTENT MATTERS…A LOT!

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INTENT MATTERS

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INTENT MATTERS

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#2 INTENT MATTERS

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#3 FOCUS ON YOUR BREAKPOINTS

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CALL ATTRIBUTION ELIMINATES BLACK HOLE

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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

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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

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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

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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

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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

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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

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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

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CONTROL THE IN-CALL EXPERIENCE TO DRIVE SALES

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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

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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

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ANALYZE CONVERSATIONS FOR INSIGHTS

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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?

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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  

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RUN SEARCHES THROUGH CAPTURED CONVERSATIONS

Conversation Insight Search  conversaMons  from  any  campaign  to  find  calls  where  words  or  phrases  were  spoken  

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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

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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

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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

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