Bridging the Paid Search Gap
WEBINAR:
April 2, 2014
2© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Overview
 Introductions
 The Paid Search Landscape
 The...
3© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
 Introductions
 The Paid Search Landscape
 The Business...
4© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Meet the Panelists
 ABID CHAUDHRY
Senior Director of Indu...
5© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Meet the Panelists (continued)
 ERIC HOLMEN
CMO, Invoca
...
6© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Meet the Panelists (continued)
 JANELLE LAGUETTE
Digital ...
7© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
About BIA/Kelsey
 Information on the Market
 Industry an...
8© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
About Invoca
Integrated & Partnered with Leading
Technolog...
9© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
 Introductions
 The Paid Search Landscape
 The Business...
10© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Mobile Searchers Mean Business
11© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
DESKTOP
MOBILE
Projected Search Growth for 2014
+84%
-2.4%
12© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Source: Google Adwords, Sept. 2013
Purchase Immediacy Key...
13© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
 Introductions
 The Paid Search Landscape
 The Busines...
14© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Inbound Phone Calls Significantly
More Valuable Than Clic...
15© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
 Introductions
 The Paid Search Landscape
 The Busines...
16© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Customers Are Calling.
How Does Marketing Measure Them?
...
17© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
A Marketer’s Current Toolset
$300 Billion
+
online/offlin...
18© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
46.3%
28.3%
12.3%
10.6%
2.5%
0% 10% 20% 30% 40% 50%
Frequ...
19© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17,...
20© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
1 in 5 Calls is High Quality.
Advertisers Need to Know Wh...
21© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
 Introductions
 The Paid Search Landscape
 The Busines...
22© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Call Tracking & Analytics
Programmatic Marketing Automati...
23© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Knowing precisely where calls come from – which
exact key...
24© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Optimizing to Death… Literally
AFTER INBOUND CALL INTELLI...
25© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
How It Works: Pre-Call
Buyer searches a keyword.
Google s...
26© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Once a call starts heading into the funnel over Invoca, w...
27© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Who Gets the Call?
AFTER INBOUND CALL INTELLIGENCE
 Call...
28© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Integrated natively, off-the-shelf APIs, and custom
APIs,...
29© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
How It Works: In-call
Real-time scoring integration and r...
30© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Beyond Keyword Tracking…
Completely optimize your Marketi...
31© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Over 60,000 publishers already on the platform creating
q...
32© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Inbound Call Revenue Calculator
???
33© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Inbound Call Revenue Calculator
34© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
How much potential
value from inbound calls
are you missi...
35© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Engaging Going Forward
Upcoming Research & Activities
U.S...
36© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
How much potential
value from inbound calls
are you missi...
THANK YOU
Abid Chaudhry
Sr. Director, Industry Strategy & Insight
BIA/Kelsey
achaudry@biakelsey.com
Eric Holmen
CMO
Invoca...
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Bridging the Paid Search Gap

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Kelsey Analyst Abid Chaudhry teams up with Digital Marketing & eCommerce Consultant Janelle Laguette and Invoca CMO Eric Holmen. Learn how to maximize your paid search efforts and close the loop on conversions with call based intelligence.

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  • Last point – in comparison to call tracking, you need the complete solution.
  • Poll:
  • Display poll results
  • What if we split this into 4 slides
  • Display poll results.
  • Buyer can click-to-call from the Google ad (or click-through to a campaign landing page).
  • A millisecond into a new inbound call we know:Where they came fromSome path-to-purchaseSome previous web visits (cookies)Find out moreDip your CRM/Customer fileDip your Opportunity/Prospect FileDip 3rd party dataAsk them (IVR)Score Them for Sales QualificationRoute Them to the Right Person or Team
  • Display poll results
  • What Lives in Invoca should be shared with your core marketing systemsCRM – to match up Opportunities and OwnersMarketing Automation and Database – to close the loop on your marketing decision making, optimization, and ‘credit’Tag Management – to make tracking calls as transparent as tag management integrationCMS – to track calls through their digital life and tell the complete storySearch, agency, web analytics, everything.
  • Routing to the right destination(The “optimal team” gets this lead.)Digital data collected to this point plus data from CRM, MA syncs, and IVR prompts create a score and routing map.Sync with any CRM and MA system through off-the-shelf integrations or custom APIs.Lead status and conversion data is sync'd with marketing tech and Invoca then shared on a common dashboard for complete campaign and buyer visibility.
  • Display poll results
  • What if we split this into 4 slides
  • Bridging the Paid Search Gap

    1. 1. Bridging the Paid Search Gap WEBINAR: April 2, 2014
    2. 2. 2© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Overview  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking  And now, speaker introductions We’ll be tweeting during the webinar - join the discussion and send us questions! @Invoca #PaidSearchGap
    3. 3. 3© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking
    4. 4. 4© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Meet the Panelists  ABID CHAUDHRY Senior Director of Industry Strategy & Insight, BIA/Kelsey  Expert on local media and advertising  Worked with small businesses and publishers to create new, innovative ways to advertise and market local products and services online  Held various roles within local media companies, focusing on product management, marketing and strategy  Managed both $100M+ product portfolios and fledgling startup businesses
    5. 5. 5© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Meet the Panelists (continued)  ERIC HOLMEN CMO, Invoca  20+ years experience in SaaS Digital Marketing  Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply  Multiple patent holder for marketing processes and innovations
    6. 6. 6© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Meet the Panelists (continued)  JANELLE LAGUETTE Digital Marketing & eCommerce Consultant  Digital Marketing & eCommerce Consultant  10+ years in Digital Marketing  Former Director of Search & Strategic Marketing at Citrix  Member Google Tech Council
    7. 7. 7© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap About BIA/Kelsey  Information on the Market  Industry and Market Forecasts, SMB Research, Consumer Studies, Market Data  Information on the Competition  Competitive Intelligence  Innovation & Best Practices  Reports, Advisory, Conferences  Insights & Analysis  Concierge Service, Advisory & Custom Research  Funding  Investment Banking & Mezzanine Funding Delivering Services That Drive Growth & Revenue RESULT Accelerating our clients’ business growth & financial bottom line
    8. 8. 8© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap About Invoca Integrated & Partnered with Leading Technology Solutions, Including: Hundreds of Customers, Including: Invoca is the Leader in Inbound Call Intelligence Helping marketers connect the dots between online and offline activity, so they can make more informed decisions and better optimize their marketing spend
    9. 9. 9© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking
    10. 10. 10© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Mobile Searchers Mean Business
    11. 11. 11© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap DESKTOP MOBILE Projected Search Growth for 2014 +84% -2.4%
    12. 12. 12© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Source: Google Adwords, Sept. 2013 Purchase Immediacy Key in Mobile Search 55% 70%of mobile searchers report they click to Among purchase related conversions that result from mobile search, happen within an hour of the initial search call directly from the mobile search results page on their device
    13. 13. 13© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking
    14. 14. 14© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Inbound Phone Calls Significantly More Valuable Than Clicks Calls convert at a much higher rate than clicks and at a higher average order value  1-2% of clicks convert to customers  30-50% of calls convert to customers Education Home services Insurance Financial Svcs $100+ $5-$10 $50-100 $3-$5 $50-75 $2-$4 $30-50 $1-$3 Source: Google, 2012; Invoca, 2013 What Advertisers Are Willing To Pay For CALLS vs. CLICKS
    15. 15. 15© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking
    16. 16. 16© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Customers Are Calling. How Does Marketing Measure Them?  How do you know which keywords, media & purchase paths are delivering the best inbound phone calls?  How would you know a qualified phone call from an unqualified one?  Can you differentiate between customers needing support & buyers looking for information as a call is coming in?
    17. 17. 17© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap A Marketer’s Current Toolset $300 Billion + online/offline ad spend driving 30 Billion + inbound sales calls to Fortune 5000 advertisers and SMBs Bid Management Tag Management Google AdWords Analytics Marketing Automation CRM Track ONLINE Efforts
    18. 18. 18© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap 46.3% 28.3% 12.3% 10.6% 2.5% 0% 10% 20% 30% 40% 50% Frequently Occassionally Rarely No Not sure Track Sources of Business Leads Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 494
    19. 19. 19© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568 Quality Assessment of Lead Sources 33.6% 41.8% 64.3% 38.4% 38.7% 22.5% 28.0% 19.5% 13.2% 0% 20% 40% 60% 80% 100% Calls Online Form SEM Poor/Fair/NA Good Excellent Excellent Good Fair/Poor/NA
    20. 20. 20© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap 1 in 5 Calls is High Quality. Advertisers Need to Know Which Ones. % of calls from search for a typical business 21% 52% 8% 19% Accidental Call Short Sales Call Call with basic information request Invoca Clients Have Similar Patterns Call with Basic Information Request High-Quality Sales Call By a New Lead Source: BIA/Kelsey 2012
    21. 21. 21© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap  Introductions  The Paid Search Landscape  The Business of Calls  The Problem of Call Attribution  The Solution – Inbound Call Tracking
    22. 22. 22© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Call Tracking & Analytics Programmatic Marketing Automation Integrations & Synchronizations Expanded Channel Distribution: Get More Four Key Components:
    23. 23. 23© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Knowing precisely where calls come from – which exact keyword, ad, channel, and content – and knowing who the buyer is in their purchase path. More than call tracking – marketing analytics. ATTRIBUTION: Call Tracking & Analytics Four Components of Value
    24. 24. 24© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Optimizing to Death… Literally AFTER INBOUND CALL INTELLIGENCE  Revisited old pruned keywords  Found some where MORE valuable because they were generating inbound calls, but disappearing from search  Returned an immediate pipeline to sales BEFORE INBOUND CALL INTELLIGENCE  Tracking tens of thousands of keywords and long-tail keywords, with phone number in ad  ‘Pruning’ keywords when they don’t perform Largest tech company in their category: heavy Salesforce.com users
    25. 25. 25© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap How It Works: Pre-Call Buyer searches a keyword. Google search ad appears with a unique Invoca number populated directly into the ad. Call Invoca inbound calls 888-675-2007 1 2 3
    26. 26. 26© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Once a call starts heading into the funnel over Invoca, we derive and apply data, run data-dips, score the call, and determine optimal routing rules. After the call, we run re-targeting online based on the call disposition – true multi-channel real-time automation. INTELLIGENCE: Programmatic Marketing Automation Four Components of Value
    27. 27. 27© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Who Gets the Call? AFTER INBOUND CALL INTELLIGENCE  Callers are filtered for quality and intent  Calls are handled differently depending on hours, geographical location, user profile  Best callers speak to sales, faster BEFORE INBOUND CALL INTELLIGENCE  All calls transferred to main switchboard  Delays while caller listens to menu options  Unqualified callers waste time of sales team Real-time filtering & routing to match the right callers with the right recipients
    28. 28. 28© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Integrated natively, off-the-shelf APIs, and custom APIs, Invoca delivers two-way integrations with the widest set of marketing automation, CRM, and marketing technology partners to complete our customers true multi-channel marketing. INTEGRATIONS: CRM, MA & Analytics Four Components of Value
    29. 29. 29© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap How It Works: In-call Real-time scoring integration and routing inbound calls  Scoring  Detailed Data  Additional Qualification  Salesforce  Marketo  Eloqua  Tealium  Ensighten  Marketing Tech Sync Integrations With: Routing to the Right Destination milliseconds forthecompletetechprocess Marketer has visibility into the entire process to make informed decisions how best to optimize their marketing/advertising spend to drive more, better inbound calls. How It Works: Post-call
    30. 30. 30© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Beyond Keyword Tracking… Completely optimize your Marketing Automation with custom parameters to follow your users across their entire journey
    31. 31. 31© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Over 60,000 publishers already on the platform creating quality inbound calls for advertisers. We connect the advertiser to the distribution partners. EXPANSION: Channel Distribution Four Components of Value
    32. 32. 32© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Inbound Call Revenue Calculator ???
    33. 33. 33© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Inbound Call Revenue Calculator
    34. 34. 34© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap How much potential value from inbound calls are you missing? Visit www.invoca.com to request a demo or call (877) 503-2439. Your Turn to Try Invoca Inbound Call Revenue Calculator: http://www.invoca.com/paid-search-gap
    35. 35. 35© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap Engaging Going Forward Upcoming Research & Activities U.S. Local Media Forecast (2014-2018)  Comprehensive, 5-year view of the local media landscape LEADING IN LOCAL: The National Impact - Atlanta | May 7-9  Examine the latest innovations and digital strategies for targeting local markets and customers Save $200 on registration with code: SEARCH GROUNDBREAKING EVENT FOCUSED ON National Brands. Local Marketing. Visit www.biakelsey.com to view recent research, reports and upcoming conferences or call (800) 331-5086.
    36. 36. 36© 2014 BIA/Kelsey. All Rights Reserved. @Invoca #PaidSearchGap How much potential value from inbound calls are you missing? Visit www.invoca.com to request a demo or call (877) 503-2439. Q&A Invoca Inbound Call Revenue Calculator: http://www.invoca.com/paid-search-gap
    37. 37. THANK YOU Abid Chaudhry Sr. Director, Industry Strategy & Insight BIA/Kelsey achaudry@biakelsey.com Eric Holmen CMO Invoca eholmen@invoca.com Janelle Laguette Digital Marketing & eCommerce Consultant jlaguette@yahoo.com

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