it’s having a big impact on paid search roi€¦ · 8 call-related strategies to optimize paid...
TRANSCRIPT
The Plague of Paid Search ROIThanks to smartphones and click-to-call, paid search ads generate billions of calls to
businesses each month. Whether the call is generated from a call extension, call-only ad, or
website visit, marketers are spending more of their PPC budget to drive these conversions.
But all too often, they end up in a voicemail box.
Inbound Calls Are Extremely Valuable Conversions
Marketers Spend Billions on Paid Search to Drive These High-Value Phone Leads
Calls convert to revenue 10x–15xmore than web leads
Calls will influence $1 trillionin US consumer spending this year
increase in calls from US mobile search ads
from 2015 to 2017
US Mobile Search Ads Drive Calls(IN BILLIONS)
MOBILE SEARCH AD SPEND
CALLS FROM MOBILE SEARCH ADS
26.1
46.2
32.7
39.1
2015 2016 2017 2018
$14.17
$20.28
$25.06
$29.87
of voicemail messages from callers signaled buying intent
Most Calls That Go to Voicemail Are a Missed Revenue Opportunity
— Businesses are missing the most calls on the weekends
— More calls are missed on Fridays than any other weekday
— Businesses answer the most phone calls during the 11AM hour
— Voicemail rates immediately start to go up at 5PM at the end of the business day
MIDWEST
16.4%
NORTHEAST
19.0%
SOUTH
16.8%
WEST
19.5%
Where Do Businesses Miss the Most Paid Search Call Conversions?
No Industry Is Safe From the Plague of Unanswered Calls
The Northeast and West doa worse job answering calls
According to Google, mobile searchers are:
40% more likely to call a business
51% more likely to make a purchase
When Are Businesses Missing the Most Paid Search Call Conversions?
% of Calls to Voicemail By Day
Calls Generated on the Weekend Often Go Unanswered
DT UNIVERSITY STUDY FINDS...
Nearly 1 of every 5 calls generated by paid search advertising goes to voicemail
8 Call-Related Strategies to Optimize Paid Search ROI
Don’t run call-only ads whenyou aren’t open or staffed to answer calls.
Understand how your paid search campaigns drive qualified callers to each location.
Optimize spend for the ads and keywords driving the most good calls at the lowest costs.
Route each caller to the best agent or location right away to convert them to customers.
Analyze conversations for unanswered rates, caller buying intent, agent performance, and call outcome.
Follow up with good callerswho leave voicemail messages right away.
Retarget good callers who didn’t convert with tailored, relevant digital ad campaigns.
Target lookalike audiences resembling callers who converted to customers.
It’s Having a Big Impact on Paid Search ROI
Even During Business Hours (Monday–Friday):
CHILDHOOD EDUCATION
HOMESERVICES
AUTO OEMs& DEALERS
FINANCIAL SERVICES
23.6% 20.7% 19.3% 18.0%44.4% 57.8% 55.0% 55.0%
SENIOR CARE MANUFACTURING RETAIL HEALTHCARE
16.9% 12.0% 6.6% 6.1%48.2% 54.0% 64.6% 50.1%
— Industry voicemail rates range from 6.1%–23.6%
— Voicemail buying intent rates range from 44.4%–64.6%
VOICEMAIL RATE
VOICEMAIL BUYING INTENT RATE
CHILDHOOD EDUCATION
HOMESERVICES
AUTO OEMs & DEALERS
FINANCIAL SERVICES
SENIORCARE
MANUFAC–TURING
RETAIL HEALTHCARE
Sources: eMarketer | BIA/Kelsey | DT University | Google
How Much Budget Are You Wasting on Voicemail Calls?
— Unanswered weekend calls are as high as 89% in some industries
% OF CALLS TO VOICEMAIL ON WEEKDAYS
% OF CALLS TO VOICEMAIL ON WEEKENDS
% of Calls to Voicemail By Hour
Missed Opportunityphone
Missed Opportunityphone
2:44PM0:43
12:19PM1:03
Missed Opportunitymobile
Edit
Greeting
7:33AM0:18
Missed Opportunityphone6:03AM
1:14
Voicemail
Missed Opportunityphone8:11PM
0:34Missed Opportunityphone
4:39PM0:15
Missed Opportunityphone3:57PM
1:43Missed Opportunityphone
2:29PM:45
Missed Opportunityphone1:11PM
0:06
100%
4:22 PM
Voicemail
Keypad
Contacts
Recents
Favorites