winning at mobile ppc (beyond mcommerce) the $1 trillion click-to-call economy by john busby

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Winning at Mobile PPC (beyond mCommerce)

The $1 Trillion Click-to-Call Economy

John Busby, SVP Consumer Insights @ Marchex


Here’s what we know: Mobile advertising is already bigger than desktop and exploding.

More than

2Xin next 4 years

0

10

20

30

40

50

60

70

2014 2015 2016 2017 2018

Desktop Mobile

$18.9B

$57.5B

eMarketer US Digital Ad Spending by Format, March 2015 (US)


And consumers are interacting with mobile ads in different ways, many of them not conducive to “mCommerce”

0

10

20

30

40

50

60

70

Made a purchase from a business in-store

Called the business Made a purchase from a business online

Visited the website of a business

36%!

61%

22%!

54%!Which of the following actions have you taken after a mobile search? Google Mobile Movement Study 2014

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, 2014Base: Smartphone Users Who Access Local Content (47,57)


For marketers, this has created a major blind spot:The “marketing technology stack” isn’t designed for phone calls or store visits.

??Offline

Sale

Online

Unable to credit offline conversions

Able to credit online conversions

Sale

Calls or Store visit

Online Transactions

$300B

Online Transactions

$1.5T

AD


What may surprise you:Click-to-Call commerce will reach $1 trillion in 2015 and double by 2019!

Calls Driven to Businesses From Smartphones, by Format

93B annual calls from mobile today, growing to 162B by 2019

Ann

ual C

alls

(bill

ions

)

Search Traditional Display Landing Pages Native Social



Mean Purchase Value Of Products Purchased By Click-To-Call Calls Happen Around High Value, High Consideration Purchases



Sale/Appointment and Product Discussion Rates for Selected Industries

Sale/Appt Other Product Inquiries



Marchex 2015

Click-To-Call Commerce, United States


Google has two ad formats that support phone calls.

Enhanced Campaigns Call-Only Campaigns


Duration 6:13 min

Type Click-to-call

Keyword ?

Desktop or Mobile ?

Outcome ?

Enhanced Campaigns

These formats produce the following data:

Search Ad


In order to optimize phone calls as you would mCommerce, the following questions need to be answered.

Which ad or keyword

generated the call?

Did the phone call convert to a sale?

How do I optimize my media to get

more quality conversations?

Mobile App Call Center Reporting Dashboard


Which ad generated the call?Really answering this question requires two types of measurements.

Search Ad

Landing page

Call extensions

Calls from landing pages

40%

Calls from extensions

60%


Which ad generated the call?The “tracking pixel” for a phone call is a unique phone number placed in an ad.

Provision call tracking lines Embed tracking numbers in campaign assets

Analyze results

800.525.5555

1 2 3


Which ad generated a phone call?Dynamic Tracking solves for Landing Pages, Algos solve for Click-to-Call

Dynamic tracking

Business Call Center

Time signals

Click to Callsignal

Call extension

Landing page

LP Distribution


Did the call convert into a sale?Enter Conversational Analytics

Demographics35-45, $80K, Children

“Wireless Camera” “Streaming Video”

PII automatically removed from recorded call.

Consumer Selects “1” In IVR Hold time “Confirmation Number”

LocationSeattle, WA 98122

ProfileProfessional, Business Travel

Caller HistoryPreviously called,didn’t purchase


How do I optimize my media? Generally, this is done through integrations, or natively in a user interface.

User Interface:Marchex UI, includes private label

Integrations:Partnerships with leading search, analytics,

and CRM platforms.

API:Customize your integration using APIs.

call.searchDescriptionSearch all calls logged for an account. Use a struct to refine the search using the options defined below. While the key-value pairs are optional, a struct is required even if it is empty.Parametersaccid, struct → assto, call_boundary, callerid, cmpid, dispo, end, grpid, keyword, start, status, subacctResultarray → struct → acct, answer_offset, assigned_to, call_end, call_id, call_start, call_status, caller_name, caller_number, cmpid, disposition, forwardno, grpid, inbound_ext, inboundno, keyword, rating, recorded, revenue, ring_duration

ad.configureDescriptionCreate a new campaign with several settings configured or update an existing campaign by specifying a campaign id. During creation, any values not explicitly set are assigned defaults consistent with new campaign creation.Parametersaccount_id, struct → ask_extn, call_postback, campaign_id, campaign_name, enable_early_audio, forw_timeout, group_id, group_name, inboundno, precall_postback, record_calls, timezone, use_vmail, business_hrs → array → (day_start, day_end, override), forwards → array → (hrsmode, matchrule, number, step_order, weight), playfiles → (afterhourfile, aftrhr_exten_file, busnhr_exten_file, errorfile, playfile, rejectfile, vmailfile, whisperfile)Resultcampaign_id


Optimization methodology for measuring search performance

In addition: Compare Call Conversions, Web Conversions, Cost Per Call Conversion and Cost Per Web Conversion between “Before” and “After” periods.

Primarily: Compare Total Conversions and Cost Per Total Conversion (CPA) between “Before” and “After” periods.

Before MCAFS call tracking

7/6: complete call attribution begins 7/13 – 7/19 8/10 - 8/6Call Conversions

andTotal CPA unknown

*Holiday Week*Ongoing optimizations byCOMPANY

7/20 - 8/9

“Before” period for lift analysis

“After” period for lift analysis


Example from advertiser’s “category” bids… Total weekly conversions increased by 16% while CPA decreased by 6%. This was driven by a 71% increase in call conversion and a 37% decrease in cost per call conversion.

8K $18.00

4,520

1,955

5,164

1,613

5,741

1,739

5,155

1,773

5,297

1,929

5,762

2,0187K

6K

5K

4K

3K

2K

1K

0K $0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

7.6 – 7.12 7.13 – 7.19 7.20 – 7.26 7.27 – 8.2 8.3 – 8.9 8.10 – 8.16

Con

vers

ion

Cou

nt

Cos

t Per

Con

vers

ion

CallWeb

Call Web

Date Ranges % Difference in Conversions % Difference In Cost Per Conversion % Difference in Conversions % Difference In Cost Per

Conversion

July 13 – July 19 – – – –

August 10 – August 16 25% -18% 12% -8%


Some keywords are more likely to drive web conversions, while others are more likely to convert through calls. Make keyword specific changes to emphasize the path with the best ROI.

Emphasize Calls

Emphasize Landing Page Visits


Test call-focused campaigns for keywords that drive call conversions and web-focused campaigns for keywords that drive web conversions.

Emphasize Calls

Emphasize Landing Page Visits


Click campaign creative vs. Web campaign creative


Generally speaking, we find that geo-targeted brand campaigns can be more cost-effective

700

Tota

l Cal

l Con

vers

ions

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100

0 $0

$20

$40

$60

$80

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Cos

t Per

Cal

l Con

vers

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Core Brand Broad – Landing

Page Test

Cost Per Call ConversionTotal Call Conversions

Savings – Brand

Core Brand Broad

Core Brand Exact – Phoenix

Texas – Brand

Virginia – Brand

Pennsylvania – Brand

Core Brand Broad – Phoenix

Kentucky – Brand

Ohio – Brand


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA MARCH 1-3, 2016