measuring and analyzing call conversions by kelley schultz

#SMX #12C @KelleyLiefer

Measuring & Analyzing Call Conversions

How to Measure, Attribute & Use Call Data in Digital


Smartphones have changed the way consumers engage with digital marketing. Instead of filling out web forms, consumers often call.

Why Phone Calls Matter to Marketers:Digital Marketing Drives Conversations


Calls Are Conversions Driven by Digital Channels

76 BILLIONcalls to US businesses

in 2014.

48B Over 48 billion call conversions from search ads in 2017.

19B Over 19 billion call conversions from Facebook ads in 2017.

29B Nearly 29 billion call conversions from display ads in 2017.

162 BILLIONcalls expected from digital marketing in

2019.


Consumers that research purchases online often call to engage with businesses. These calls happen throughout the customer journey and are critical for turning prospects into loyal customers.

The New Customer Journey:Shoppers Research Online, but Convert by Calling

1 2 3 4 5 6Consumer

SEARCHES for a service on their

smartphone

VISITS a business's website and finds phone number of closest location

CALLS that location and

becomes a sales prospect

Prospect laterSEES retargeted

display ad for that business

REVISITS the website and

finds number of closest location

CALLS the location again and becomes a

customer

RESEARCH PURCHASE


Dangers of Not Attributing Calls From Marketing

You struggle to prove

marketing ROI

You misallocate marketing

spend

You lose customers and

revenueYou could be missing

attribution on 50% or more of the conversions from

your marketing.

You could inadvertently cut spend on high-performing

channels, ads, and keywords.

By ignoring your call channel, you could face

lower conversion rates and higher customer churn.


Measuring & Optimizing for Call Conversions in PPC


Modify your columns to include DT integration

metrics.

Attributing Calls Back to Paid SearchCalls from

Landing Pages

Calls from Call Extensions

When viewing your Google AdWords performance, make sure to bring offline conversions (calls) into every view: Campaign, Ad Group, Keyword, and Ad Copy.


Optimize Your PPC Bids & Budgets By Device

Calls from Landing Pages


To view by device: Click “Segment”

then “Device Type”

To improve your CPA, modify device bid based on types of conversions and the device your conversions are coming from. Segment top performing keywords on mobile device into campaigns with high mobile bids.


Keyword-Level Call Attribution

Calls from Landing Pages


Segment top performing keywords into their own campaign and ad group to dedicate budget and monitor first page bids.


Optimizing Your Local Search Ads to Drive Calls

4

1

2

More than 2xmobile local searches expected in 2019 from

2014.

Local numbers get

3 timesas many calls as

toll-free numbers.

Up to 53% of mobile shoppers have

called a business. 3

1. Use call extension with local phone number.

2. Include location extension.

3. Include incentive to call.

4. Mention location in ad text and URL.


Measuring & Optimizing for Call Conversions in Display


Display Spend Has Surpassed Search Spend

of all programmatic display ads in 2017 will

be seen on mobile.

75%


Display Lifts Conversions From Lower Funnel Channels

Conversion rates jump 59%

when search relates to a display ad.

6.3% lift in mobile searches from Facebook

ads.

27% perform a search after

viewing display ad.


Display Strategies to Drive Mobile Conversions

Mobile Display Tactics Audience Targeting Creative Messaging

• Programmatic

• Native

• Click-to-Call

• Go beyond just retargeting on mobile

• Target your impressions to prospect audiences that mirror your best customers and ideal target market

• A/B testing by device as well as by audience

• Customize your creative to suit the audience's needs


Use Call Data to Target Lookalike Audiences

Integrate call data with data management platforms (DMPs) and demand-side platforms (DSPs).

Find purchase-ready audiences with characteristics that match past callers.


Create Audience Exclusions

Don’t waste impressions!

EXCLUDE Customers Who:§ Converted online

§ Converted over the phone

§ Current customers by understanding their “reach out”

§ Called for customer support

§ Hit login page of site


Cross-Channel Targeting Strategies

Custom Audience Target web form leads with

special search, FB, or display ads encouraging them to call.

Lookalike/Similar AudiencesTarget new audiences with

display ads resembling customers who have called you.

Retarget Past CallersTailor ads and bids to target

people who have visited your site and called.


Integrating 1st Party Call Data with Mar-tech Tools

Audience Targeting and ExclusionsFind purchase-ready audiences with characteristics that match past callers or retarget website visitors who called but didn’t convert.

View-Through Call Attribution

Full Customer JourneyUnderstand how display, and upper funnel channels, fuels customers who end up calling from direct, SEO, social, or paid source.

Feed both online and offline call data into DSPs,

DMPs, and multi-touch attribution

platforms.


View Through Call Attribution to Prove ROI

Often times conversions influenced by display do not occur when a lead sees the ad, but later through a different channel.


Increase Conversions by Driving Calls from Ads

Use click-to-call ad technology to drive customer acquisition from mobile display.


SEE YOU AT THE NEXT #SMX

THANK YOU!