#SEJThinkTank @DialogTech
The Secret to AdWords, Facebook & Display ROI:Phone Call Conversions
Blair Symes Director of Content Marketing
DialogTech
Blair works with marketers and digital agencies to help them drive more calls and customers
About the Speaker About DialogTech
The leading provider of marketing analytics for phone calls
#SEJThinkTank @DialogTech
What we will cover today1. Inbound calls are valuable conversions from AdWords,
Facebook, and display ads – and they are increasing.
2. There are digital ad strategies to help you drive calls.
3. Marketers should take a data-driven approach to calls, just like clicks.
4. There is real value for marketers to analyze and optimize the caller experience.
#SEJThinkTank @DialogTech
Why Calls Matter: You can’t measure and optimize digital ROI if you ignore phone calls
The ROI challenge with digital advertising
Source: eMarketer
90% say they struggle to tie conversions back to digital marketing
You Invest in Ad Campaigns They Generate Conversions
Online
Phone Call
In Person
Can You Measure Success?
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A quick story
Canada's largest cemetery and funeral services provider
WHO THEY ARENational marketing team responsible for driving conversions to 150+
locations across Canada
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Like most websites, Arbor has 2 conversion options
Arbor calls you
You call Arbor
But marketing was only
measuring web forms
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Huge lift in ROI just by getting credit for calls
“We've added callers from marketing to the mix and are attributing 150% more revenue.”CRM
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Most businesses want calls more than web leads
Source: Google, xAd, TravelClick, Kelley Blue Book, Sequence, DialogTech, McKinsey & Company
Insurance 75% of insurance shoppers call agent or contact center.
Financial Services 68% want to call while
researching purchases.
Education 40% want phone conversations to
learn about schools.
Senior Care 70% of marketing leads are phone calls.
Home Services 70% want to call businesses to purchase home services.
Real Estate 50% of home buyers and sellers call realtors to engage.
Automotive 25% of auto shoppers first
contact a dealership by calling.
Retail 51% want to call a store when buying home goods.
Travel & Hospitality 35% of hotel bookings are
from phone calls.
Health Care 88% of patients book appointments over the phone.
Telecom 39% make a purchase by calling.
Business with products or services that are
complex,
expensive, infrequent, or urgent
want phone calls
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Digital advertising now focuses on smartphones
Sources: Google, Adobe, comScore, Facebook, eMarketer
SEARCH Over 50% of searches are
mobile
FACEBOOK 87% access Facebook on
mobile
DISPLAY 71% of digital media time is
mobile
51% of global
website traffic comes from smartphones
69% of US search ad spend will be mobile in 2017
84% of Facebook ad spend
is now mobile
70% of US display ad spend
will be mobile in 2017
#SEJThinkTank @DialogTech
110% growth in calls to US businesses from digital ads targeting smartphones (2014 to 2019)
An explosion in phone calls from digital ads
Source: BIA/Kelsey
2014 2015 2016 2017 2018 2019
SearchDisplaySocialLanding pages
162billion145
billion129billion
108billion93
billion76 billion
VS
Click-to-call is easier and faster than filling out a web form
40 billion calls from US search
ads in 2016
12 billion calls from US social
ads in 2016
28 billion calls from US
display ads in 2016
#SEJThinkTank @DialogTech
Calls are often your most valuable conversions
Source: BIA/Kelsey
10x-15x Calls convert to revenue 10x-15x
more than web leads.
$1 Trillion Calls will influence $1 trillion in US
consumer spending this year.
Customers who initiate inbound
calls convert faster, spend
more, and have a higher retention
rate.
“#SEJThinkTank
@DialogTech
Secrets to Increasing ROI Optimize your digital ad campaigns to drive calls, not just online conversions
Test click-to-call in search ads
Call Extension
Call-Only Ad
I want clicks and calls I just want calls
70% of mobile searchers have called a business directly
from search results
Source: Google
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Use local search ads to drive calls
Google Maps AdLocal Search AdMulti-Location AdNearby Business Ads
Mobile searchers are:
40% more likely to call
a business
51% more likely to
make a purchase Source: Google
Consider increasing bids for searchers in your area
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Drive calls from Facebook with Call Now buttons
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Create display CTAs based on what you want
I want web forms and calls I want calls I want callsI want web forms and calls
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Provide call option on landing pages and website
Call option with web formsCall Now as the main CTA Put call button/number on every page
Include call button in header
Permanent footer call
button
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Secrets to Increasing ROI Targeting tactics to drive more calls and customers
Retarget past callers with call-focused ad campaignsIf someone
has a history of calling…
…target them with ads and
LPs encouraging them to call
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B2C cross-channel exampleConsumer sees banner ad Calls to get more info Later runs search Calls from ad to book
Banner ad with offer incentives action
LP with ”call now” as main CTA drives
call
Knows past caller is good lead – bids more
Includes option to call directly from ad
B2B content marketing exampleAdvertise content to generate initial interest Show ad with offer to incentive call from ad or LP
Special offer
Use email address to target via AdWords
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Drove 4x the calls
from campaigns that used caller data to
target lookalike audiences
Expand reach to new audiences likely to callTarget lookalike audiences
resembling customers who called
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Use caller data as exclusions
Don’t waste impressions!
Exclude audiences who: ● Already called you ● Current customer ● Called from Careers page
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Secrets to Increasing ROI Take the same data-driven approach to phone calls as you do online conversions
Data marketers capture from phone callsWhat Drove the Call
Marketing channel
Specific ad or program
Search keywords
Website interaction and page they called from
Quality of the Lead
Was the call a quality sales lead?
Did the call convert?
What was the value of the call?
Data can be used to measure digital ROI, improve targeting, and optimize ad spend for what’s really driving customers.
Caller Profile
Name & phone number
Geographic location
First-time or repeat caller
Time and day of call
#SEJThinkTank @DialogTech
ANSWER: With a call tracking solution
GOES BY MANY NAMES: call tracking | call attribution | call analytics
WHAT IT DOES: Provides actionable marketing analytics for inbound phone calls Some also provide ability to analyze and optimize the call experience
How can marketers get this data?
#SEJThinkTank @DialogTech
Integrate call data with your marketing & ad platforms
Measure and optimize for the entire customer journey – both online and over the phone
CRM Track calls through to sales
Google & Adobe Analytics View web & call data together
AdWords & Facebook View web & call data together
Bid Management Optimize for all conversions
Website Optimization Include calls in A/B tests
DMP Use call data in ad targeting
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Some examples
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Optimize for what drives the best conversions
WHAT YOU NOW KNOW: How your marketing drives not just calls and clicks, but customers
WHAT YOU CAN NOW DO: Optimize media spend, ad targeting, and website experiences for what drives the best conversionsEliminate what doesn’t
#SEJThinkTank @DialogTech
Secrets to Increasing ROI Marketers can have an impact on the caller experience – and that impacts ROI
Sources: OnBrand Group, American Express
Caller experience impacts marketing ROI
84% of callers would cease doing business with a
company after a negative caller experience
55% who intended to make a
purchase have backed out because of poor customer
service
Caller Pain Points
• Missed calls
• Lengthy wait times
• Caller passed from agent to agent
• Agent not knowing why a caller is calling
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Where are you sending calls?
Call Center(s) Office(s) Store(s) Dealership(s) Campus(es)
Are you routing calls to one or multiple locations?
Are locations answering calls 24/7?
Should calls for certain products or from certain geographies be routed differently?
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Use insights on callers to route them optimally
Caller’s location
Marketing source that drove call
Time of day
Caller’s answers to phone IVR
Agent skillset and performance
Caller history and lead status
You don’t have to route every caller
the same way.
What is the best call experience
based on what you know about that
caller?
#SEJThinkTank @DialogTech
B2B call routing example
Distributor of industrial components
WHO THEY ARE
Sales engineers taking calls in offices in 5 US
states
West Coast Callers
Routed to west coast offices
All Others
AM calls go to east coast offices
PM calls go to west coast offices
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Auto dealership call routing example
Call rings every salesperson’s desk and cell phone at once – first who answers gets lead
If no one answers in 30 seconds, caller is sent to receptionist
“We’ve increased our answer rate on calls by over 50%. We now have a 98% answer rate and have seen a 10% increase in revenue month-over-month.”
#SEJThinkTank @DialogTech
See the marketing
source that drove call
See info on the caller and their location
Arm sales agented with marketing insights on callersMarketing interaction generates a call Analytics on the caller presented to sales agent
#SEJThinkTank @DialogTech
Secrets to Increasing ROI Analyze the caller experience for marketing insights
When you spend budget on calls, you should know:
Was the call answered?
How long did it last?
Was it a sales lead?
What product are they calling for?
How did the sales agent perform?
Did the call convert?
#SEJThinkTank @DialogTech
Conversation analytics for marketers (example)
Step 1
Filter calls by a wide range of criteria:
• Location or agent that answered call
• Marketing source of call
• Day and time
• Call duration
• Words spoken on call
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Conversation analytics for marketers (example)
Step 2
See every call that fits your search, along with:
• Caller info
• What drove the call
• How long it lasted
• Was it a sales lead
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Conversation analytics for marketers (example)
Listen to the recording of the
call
Read the transcription with
key words highlighted
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Step 3
Drill into any call for more details:
• Did the agent say the right things?
• Was were they calling?
• Did the caller mention important keywords
Customer Success Story
WHO THEY ARE Sylvan is the leading test-prep tutoring firm with 750+ locations across North America.
ABOUT THEIR MARKETING They spend most of their national media budget on digital ads.
IMPACT OF SMARTPHONES 6 years ago the ratio of phone leads to web leads was 50/50. Now its 75% phone calls.
THEIR CHALLENGE They were only measuring how digital ads and keywords drove web leads. They had no insight into what drove calls.
“We had a huge blind spot. We didn’t know where 75% of our leads were coming from.”
How the marketing team took control of phone calls
Marketing Channel
Specific Ad
Search Keywords
Time/Day of Call
Caller Location
Can optimize for ads and keywords driving the most calls and clicks Last year they increased leads by 44% and decreased cost per lead by 12%
#SEJThinkTank @DialogTech
If any location is underperforming, Sylvan can see whyNational marketing team analyzes calls to
that specific location to see:
1. Are more calls than normal going to voicemail? 2. Are they mentioning national offers on calls? 3. Are they getting bad phone leads?
Can contact location and make recommendations Can drill into any call to analyze recordings and
transcriptions
List of all calls to the location in question
Can see lead quality and call duration
#SEJThinkTank @DialogTech
Get a personal walkthrough of the DialogTech platform
Measure & Optimize how your marketing drives
phone calls
Integrate call data into other marketing
and ad platforms
Analyze conversations for actionable
insights
Personalize the call experience to convert
more callers to customers
dialogtech.com | [email protected]