Drive More Revenue from Paid Search with AI + Call Intelligence

Julia Stead, VP Marketing

134%

57%

Paid search is now mobile first.

57%SEARCHES ARE NOW MOBILE

134%YOY GROWTH IN MOBILE SEARCH AD SPEND

Source: BIA Kelsey 2016

Mobile search drives BILLIONS of calls.

65% of consumers would

rather contact a

business by phone

than filling out a form

Source: BIA Kelsey 2016, Invoca The State of Mobile Experience, 2016

0

10

20

30

40

50

60

70

2016 2017 2018 2019 2020

Calls from Mobile Search

Digital Conversion

For high consideration

purchases, it’s frustrating to

provide enough details and

get answers via a form.

Call Conversion

The easiest, most effective

way to communication is a

call.

Which journey do your customers prefer?

Optimizing for calls is hard.

Getting real-time, closed loop attribution for call conversions has basically been impossible.

Focus has been on optimizing spend for digital conversions – at the expense of the massive revenue potential driven from calls.

15xrate at which calls convert

into revenue compared to

digital conversions.

Until now.

Artificial Intelligence is Transforming Consumer Engagement.

81% of leading marketers agree that capability in

machine learning will be critical to provide

personalized experiences along the customer

journey.

Enter AI.

How it works.

How it works.

Signal met

Challenges That AI Solves

Challenge: Zero visibility into conversions from call only campaigns

• Relying on call duration as

conversion proxy = not accurate

Solution:

• Set up Signals to identify when a conversion occurs – a quote inquiry completed, a new policy purchased, etc.

• This data is pushed back into AdWords in real time.

Challenge:

Tying calls back to actual conversions, in a timely manner. Closing that loop in a reasonable timeframe, to optimize bidding and spend strategy.

Solution:

• Leverage AI to determine when a conversion occurs, in real time, and push that data back into AdWords

• Immediately optimize bid strategy for call conversions, reducing wasted spend on non-converting keywords

Challenge:

Optimizing for acquisition - determining purchase vs customer inquiry calls and optimizing bid strategy to drive new customers.

Existing customer

filing a claim

New customer

policy purchase

-$

$$$

Solution:

• Leverage voice insights from each call to determine whether the caller is an existing customer.

• Pass this data back to AdWords to inform bid strategy.

Challenge:

Creating a more relevant post-call digital experience:

Should you be retargeting, or suppressing, based on what happened during the call?

analyzes data and the

conversation to segment calls

Leverage that audience

to create follow-up action

Build audiences

Solution: Use Signals for Better Targeting and Personalization

Quote – Hot Prospect

Phone Purchase

Retarget in Google Display network

Suppress Paid Search Ads

“By identifying client calls and then applying machine learning bidding strategies in DoubleClick search, we were able to decrease the average CPA of a call by 41%. This is a significant increase in bidding efficiency.”

~ Global Professional Services Client

Out of the Box Voice AI for Every Marketer.

HOME SERVICES INSURANCE LENDING

TELECOM TECHNOLOGY AUTOMOTIVE

GENERAL

Appointment Scheduled

Lead Generated

New Customer Activation

Purchase Made

Quote Inquiry

Auto Quote Inquiry

Home Quote Inquiry

Policy Purchased

Claim Filed

Purchase Made

Quote Inquiry

Promotion Mentioned

Gathering Product Info

Purchase Made

Quote Inquiry

Appointment Scheduled

Appointment Scheduled

New Car Inquiry

Used Car Inquiry

Quote Placed

Home Mortgage Inquiry

Mortgage Loan Quote Inquiry

Home Refinance Inquiry

“Build Your Own” Voice AI for

Sophisticated Brands.

Collect

Training Data

Convert

Speech to Text

Train Predictive

Classifiers

Validate and Test Provide Feedback

and Refine

Learn more:Invoca.com/demo