#SMX #12C @KelleyLiefer
Measuring & Analyzing Call Conversions
How to Measure, Attribute & Use Call Data in Digital
#SMX #12C @KelleyLiefer
Measuring & Analyzing Call Conversions
How to Measure, Attribute & Use Call Data in Digital
#SMX #12C @KelleyLiefer
Smartphones have changed the way consumers engage with digital marketing. Instead of filling out web forms, consumers often call.
Why Phone Calls Matter to Marketers:Digital Marketing Drives Conversations
#SMX #12C @KelleyLiefer
Calls Are Conversions Driven by Digital Channels
76 BILLIONcalls to US businesses
in 2014.
48B Over 48 billion call conversions from search ads in 2017.
19B Over 19 billion call conversions from Facebook ads in 2017.
29B Nearly 29 billion call conversions from display ads in 2017.
162 BILLIONcalls expected from digital marketing in
2019.
#SMX #12C @KelleyLiefer
#SMX #12C @KelleyLiefer
Consumers that research purchases online often call to engage with businesses. These calls happen throughout the customer journey and are critical for turning prospects into loyal customers.
The New Customer Journey:Shoppers Research Online, but Convert by Calling
1 2 3 4 5 6Consumer
SEARCHES for a service on their
smartphone
VISITS a business's website and finds phone number of closest location
CALLS that location and
becomes a sales prospect
Prospect laterSEES retargeted
display ad for that business
REVISITS the website and
finds number of closest location
CALLS the location again and becomes a
customer
RESEARCH PURCHASE
#SMX #12C @KelleyLiefer
#SMX #12C @KelleyLiefer
Dangers of Not Attributing Calls From Marketing
You struggle to prove
marketing ROI
You misallocate marketing
spend
You lose customers and
revenueYou could be missing
attribution on 50% or more of the conversions from
your marketing.
You could inadvertently cut spend on high-performing
channels, ads, and keywords.
By ignoring your call channel, you could face
lower conversion rates and higher customer churn.
#SMX #12C @KelleyLiefer
Measuring & Optimizing for Call Conversions in PPC
#SMX #12C @KelleyLiefer
Modify your columns to include DT integration
metrics.
Attributing Calls Back to Paid SearchCalls from
Landing Pages
Calls from Call Extensions
When viewing your Google AdWords performance, make sure to bring offline conversions (calls) into every view: Campaign, Ad Group, Keyword, and Ad Copy.
#SMX #12C @KelleyLiefer
Optimize Your PPC Bids & Budgets By Device
Calls from Landing Pages
Calls from Call Extensions
To view by device: Click “Segment”
then “Device Type”
To improve your CPA, modify device bid based on types of conversions and the device your conversions are coming from. Segment top performing keywords on mobile device into campaigns with high mobile bids.
#SMX #12C @KelleyLiefer
Keyword-Level Call Attribution
Calls from Landing Pages
Calls from Call Extensions
Segment top performing keywords into their own campaign and ad group to dedicate budget and monitor first page bids.
#SMX #12C @KelleyLiefer
Optimizing Your Local Search Ads to Drive Calls
4
1
2
More than 2xmobile local searches expected in 2019 from
2014.
Local numbers get
3 timesas many calls as
toll-free numbers.
Up to 53% of mobile shoppers have
called a business. 3
1. Use call extension with local phone number.
2. Include location extension.
3. Include incentive to call.
4. Mention location in ad text and URL.
#SMX #12C @KelleyLiefer
Measuring & Optimizing for Call Conversions in Display
#SMX #12C @KelleyLiefer
Display Spend Has Surpassed Search Spend
of all programmatic display ads in 2017 will
be seen on mobile.
75%
#SMX #12C @KelleyLiefer
Display Lifts Conversions From Lower Funnel Channels
Conversion rates jump 59%
when search relates to a display ad.
6.3% lift in mobile searches from Facebook
ads.
27% perform a search after
viewing display ad.
#SMX #12C @KelleyLiefer
Display Strategies to Drive Mobile Conversions
Mobile Display Tactics Audience Targeting Creative Messaging
• Programmatic
• Native
• Click-to-Call
• Go beyond just retargeting on mobile
• Target your impressions to prospect audiences that mirror your best customers and ideal target market
• A/B testing by device as well as by audience
• Customize your creative to suit the audience's needs
#SMX #12C @KelleyLiefer
Use Call Data to Target Lookalike Audiences
Integrate call data with data management platforms (DMPs) and demand-side platforms (DSPs).
Find purchase-ready audiences with characteristics that match past callers.
#SMX #12C @KelleyLiefer
Create Audience Exclusions
Don’t waste impressions!
EXCLUDE Customers Who:§ Converted online
§ Converted over the phone
§ Current customers by understanding their “reach out”
§ Called for customer support
§ Hit login page of site
#SMX #12C @KelleyLiefer
Cross-Channel Targeting Strategies
Custom Audience Target web form leads with
special search, FB, or display ads encouraging them to call.
Lookalike/Similar AudiencesTarget new audiences with
display ads resembling customers who have called you.
Retarget Past CallersTailor ads and bids to target
people who have visited your site and called.
#SMX #12C @KelleyLiefer
Integrating 1st Party Call Data with Mar-tech Tools
Audience Targeting and ExclusionsFind purchase-ready audiences with characteristics that match past callers or retarget website visitors who called but didn’t convert.
View-Through Call Attribution
Full Customer JourneyUnderstand how display, and upper funnel channels, fuels customers who end up calling from direct, SEO, social, or paid source.
Feed both online and offline call data into DSPs,
DMPs, and multi-touch attribution
platforms.
#SMX #12C @KelleyLiefer
View Through Call Attribution to Prove ROI
Often times conversions influenced by display do not occur when a lead sees the ad, but later through a different channel.
#SMX #12C @KelleyLiefer
Increase Conversions by Driving Calls from Ads
Use click-to-call ad technology to drive customer acquisition from mobile display.
#SMX #12C @KelleyLiefer
SEE YOU AT THE NEXT #SMX
THANK YOU!