cmo series: adopting a mobile first search strategy
TRANSCRIPT
CMO SERIES: Adopting a Mobile First Search
Strategy
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OUR SPEAKERS
Anthony Maroon, Product Strategy Lead
for Mobile Search
Dan Williams, Chief Revenue Officer
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It’s a mobile-first world
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With a smartphone in every pocket, it’s easier than ever for consumers to find and call your business
80% smartphone penetration
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Mobile has changed the gameProprietary + Confidential
Immediacy of action
High expectations
Unscripted decisions
62% of smartphone users are more likely to take
action right away
77% of those who encounter a mobile site that wasn't optimized don’t push through
Mobile users are 20% more likely to make an
impulse purchase
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Don’t rely on your mobile site alone
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162B calls from mobile search expected
in 2019100B messages sent
daily
Enable customers to engage across multiple channels so you can better assist the sale
Proprietary + ConfidentialPeople connect with brands in different ways
Stat: Smartphone or omni-channel shoppers have 30% higher lifetime value Source: IDC FutureScape: Worldwide Retail 2015 Predictions. November 2014
The on-the-go mobile consumer doesn’t have a single way they prefer to connect with businesses. They will use the channel most convenient for them
in the moment.
Website App Phone Call
In Person Messaging
Text ads App install and
engagement ads
Call Extensions
Local search ads
Messaging extensions
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Calls are growing
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2010
2012
2014
2016 2018
Calls to US businesses from mobile search growing from 38B in 2014 to 73B in 2018
73B
BIA/Kelsey, May 2014
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People often prefer to call and are increasingly doing so
70%Of people have called
from mobile search results
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Your customers are already calling - make it easier for them
20% of users call after visiting the site
70% of users have called from mobile
search
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Real-Life Moments
I-WANT-TO-TALK-TO-A-REAL-PERSON
MOMENTS
Esurance adds mobile click-to-call ads to help consumersengage in whatever ways suit their needs in the moment.
I’ll-GIVE-THEM-A-CALL
MOMENTS
1000Bulbs.com used website call conversions to understand
the full customer journey and increase sales at scale.
Whenever a flight is canceled, Red Roof Inn isthere to serve a traveler’s moment of need.
LOOKS-LIKE-I’M-STAYING-THE-NIGHTMOMENTS
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CPA
Conversion Volume
Reduce CPA while increasing conversions
Calls increase performance and profitConversational sales turn your call center into a profit center
27%More mobile sales
200%Greater basket
size
10x CvRon calls vs
mWeb
42%Lower blended
CPA
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Pro Tips
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Imported Conversions
Connect with consumers who want to speak to someone right away.
Calls from ads
Let consumers do some research before calling you.
Calls from landing page
Type of ConversionsSource of Conversions
Further increase performance through call measurement
Duration Conversions
The simplest of our conversion products will report a conversion for calls that exceed a certain amount of time.
A more advanced version of our measurement solution, this ties your CRM data with call data for conversion accuracy.
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Improve your call center experience to drive results
Create a seamless online-
to-offlineexperience
Prioritize your most valuable
callersUse contextual
user signals
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Call Context Click-to-Message
Expand your strategy
Ad Creative
Platinum Agent
Google Backend
Keyword
Phone Number
Api Call
Lower Tier Agent
Routing
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3 DAY BLINDS
• 38 year old custom window treatment manufacturer and retailer
• Provide design, measurement, support & installation
• Business evolution near completion
MARKETING CHALLENGES
• Higher ticket considered purchase• Not a consumed product • No retail stores• No ecommerce• Not nationwide
70% of all 3 Day Blinds appointments are scheduled over the phone!
Consumers prefer to call to schedule an appointment, vs. using the online scheduler.
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• We utilize all call features in our SEM ads: Call Only, Call Extensions, Click to Call.
• We know that appointments booked over the phone through an SEM ad are more valuable than an online scheduled appointment.
THE POWER OF CALL FOCUSED ADVERTISING
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TECHNOLOGY POWERING CALL ONLY CAMPAIGNS
50% of all paid search generated appointments come from calls
Handling Search Calls – 3DB Tech/Tool
ecosystem
Google Adwords – All Call features utilized in ads &
full call tracking in UI
Invoca – All keywords tracked
to phone call
Bing – All Call features utilized in
ads
Google Analytics – Invoca integration allows for full call
tracking
Optimizely – Invoca integration allows
for full call tracking – allowing us to
make fully informed decisions
Call Center – 24/7 call center
presence and priority queues for calls from search
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REAL-TIME TRACKING + OPTIMIZATION WITH INVOCA
• We track and listen to all calls using Invoca, and disposition them for optimization purposes.
• We can optimize to Device, Geo, Audience custom targets, Creative/Messaging, Product interest, Offer, and more.
TESTING MOBILE CTAS WITH OPTIMIZELY
28
• Testing the Call to Action on the mobile LP:
“Schedule My Free Consultation” vs.
“Check Availability”
• We use Invoca to test in Optimizely
Original Test
CREATING A BETTER CALL EXPERIENCE
29
• All intent driven media channels, like SEM/SEO, Mobile Click to Call & Cost Per Call campaigns route through Priority 1.
• The agent knows the
channel and keyword that drove the call.
• The agent can modify the script to create the best, most relevant customer experience – all in real time.
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KEYS TO SUCCESS• Build a winning foundation• Process, Procedure & Culture• Analytics – demand actionable, meaningful data• Attribution – agree to disagree• Consistency and disciplined approach to data and
decision making
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Q&A
Anthony Maroon, Product Strategy Lead
for Mobile Search
Dan Williams, Chief Revenue Officer