mastering click to-call to capture more customers and revenue
TRANSCRIPT
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Hosted by: Featuring guest analyst:
Mastering Click-to-Call to Capture More Customers and
Revenue
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Today’s Panelists
Julia SteadDirector, Demand Generation
Collin ColburnResearch Serving B2C Marketing Professionals
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Today’s Topics:
• Capturing customers with Click-to-Call
• Best practices and easy tips in getting started
• Boosting results with deeper call intelligence
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Join the conversation.
BEST PRACTICES:Measurement
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MEASUREMENT
Think beyond just the ad…
• Include strong call/phone number CTAs on your landing pages, especially for mobile campaigns
• Track and measure conversions from landing pages, not just click-to-call buttons
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70% of our calls from paid search come from a landing page, not the ad.
31%
69%
Call directly from ad (Call Extensions)
Call from landing page
MEASUREMENT
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VS
MEASUREMENT
Form response rate lift: -14.34%Call response rate lift: 37.89%
A B
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~70% call response rate improvement within two months
MEASUREMENT
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Not all conversions are created equal. Go beyond counting calls – look at call
outcomes.
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BEST PRACTICES:Caller Experience
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CALLER EXPERIENCE
Google Call Extensions and Forwarding Numbers treat every caller the same.
• Route callers to different agents based upon their caller profile and search queries
• More personalized caller experience = higher likelihood of converting
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Use data from call outcomes to better personalize your retargeting campaigns.How: Data from call – product offer page, keywords said, appointment booked/sale made – is synced to DMP and uploaded to retargeting ad platform.
CALLER EXPERIENCE
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Use data from call outcomes to better personalize your retargeting campaigns.Examples: • Caller makes a purchase. Stop retargeting them.
• Caller from Minneapolis asks about a specific NFL Sunday Ticket cable TV package but doesn’t purchase. Retarget them with NFL Sunday Ticket ads featuring the Vikings.
CALLER EXPERIENCE
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BEST PRACTICES:Closed Loop ROI Reporting
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Capture the analytics unique identifier
<script src="//js13.invoca.net/13/integration.js"></script><script type="text/javascript">
// Format the Visitor ID to remove [CS]v1| and [CE] function getSVI(id){ var block1 = id.split("|"), block2 = block1[1].split("[CE]"), theId = block2[0]; return theId; }
var invocaParams = {</script>
CLOSED LOOP ROI REPORTING
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CLOSED LOOP ROI REPORTINGAPI integration pushes data in real-time
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CLOSED LOOP ROI REPORTING
View calls alongside other web metrics:
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Tie call conversions back to ad spend• Measure campaign, ad group, keyword that drove the
call. • See which keywords, products or services drive revenue.
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Q&A
Julia SteadDirector, Demand Generation
Collin ColburnResearch Serving B2C Marketing Professionals
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Join the conversation.
www.invoca.com/demo855-795-9483