the secret to adwords, facebook, and display roi: phone call conversions

#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


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.


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?


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


Like most websites, Arbor has 2 conversion options

Arbor calls you

You call Arbor

But marketing was only

measuring web forms


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


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


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


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


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


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


Drive calls from Facebook with Call Now buttons


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


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


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


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


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


Use caller data as exclusions

Don’t waste impressions!

Exclude audiences who: ● Already called you ● Current customer ● Called from Careers page


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


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?


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


Some examples


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


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


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?


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?


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


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.”


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


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?


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



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



Listen to the recording of the

call

Read the transcription with

key words highlighted


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%


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


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]