Learn how to capture customers with click-to-call, best practices and easy tips in getting started, and boosting results with deeper call intelligence.
3. Today’s Topics:
• Capturing customers with Click-to-Call
• Best practices and easy tips in getting
started
• Boosting results with deeper call
intelligence
5. 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
6. 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
11. 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
12. 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
13. 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
16. CLOSED LOOP ROI REPORTING
API integration pushes data in real-time
17. CLOSED LOOP ROI REPORTING
View calls alongside other web metrics:
18. Tie call conversions back to ad spend
• Measure campaign, ad group, keyword that drove the
call.
• See which keywords, products or services drive revenue.
Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”
As for stats, we can definitely talk to:
- 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms
- 1/3 of our Mortgage calls come from Google click to call
- Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer
- Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
As for stats, we can definitely talk to:
- 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms
- 1/3 of our Mortgage calls come from Google click to call
- Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer
- Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
As for stats, we can definitely talk to:
- 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms
- 1/3 of our Mortgage calls come from Google click to call
- Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer
- Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”