Mobile is now the default platform for both consumer and business interactions. Whether it is for email, ads, search, social, etc. Mobile search is a powerful driver of high value phone calls, but traditional digital marketing tools are leaving marketers in the dark when it comes to these powerful offline interactions - they don't speak phone. With Call Intelligence, marketers get closed-loop revenue attribution, automated lead treatment, in-depth caller detail, conversation intelligence, and deep integrations. It gives marketers the power to measure and optimize for phone calls the way they do for clicks.

1. Paid
Search 3.0
Using Call Intelligence to Increase
Conversion and Grow Revenue
Speakers:
Moderator:
Kyle Christiansen
VP Marketing, Invoca
Eric Pearch
Paid Search & Emerging Media,
Quicken Loans
Mel White
Editor, ClickZ

2. Meet the Speakers
• 15+ years experience in SaaS
Digital Marketing
• Former VP of Marketing at
Responsys
• Served in senior strategic product
marketing and management roles
at Zuora and at Salesforce.com
Kyle Christensen
VP Marketing,
Invoca
@Invoca #InvocaSearch

3. Meet the Speakers
• 10+ years experience in Digital
Marketing
• Manages one of the largest paid
search accounts in the nation
• Has specialized on digital strategy
for many large brands across tech,
financials services, retail and
automotive
Eric Pearch
Paid Search & Emerging
Media, Quicken Loans
@Invoca #InvocaSearch

4. Mobile Changes
Everything.

5. Mobile Is Now the Default Platform for both Consumer and
Business Interactions.
EMAIL
51% of Emails are
Opened on Mobile
SEARCH
Mobile Search to
Overtake Desktop
Search in 2015
ADS
Mobile Ad Spending
Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile
@Invoca #InvocaSearch

6. Mobile Is Now the Default Platform for both Consumer and
Business Interactions.
EMAIL
51% of Emails are
Opened on Mobile
SEARCH
Mobile Search to
Overtake
Desktop Search
in 2015
ADS
Mobile Ad Spending
Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile
@Invoca #InvocaSearch

7. Mobile Search Is Driving Tens of Billions of Additional Phone
Calls.
70+
Billion
Inbound phone calls via
mobile search by 2016.
61%
Of mobile product
searches result in a
phone call
@Invoca #InvocaSearch
Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.

8. Inbound phone calls convert at
the rate of traditional web leads
An average click through rate
increase of
8%
is seen by adding a phone
number to search ads
This Is a Really Good Thing.
10-15x
Source: Google, The Role of Click to Call in the Path to Purchase
@Invoca #InvocaSearch

9. But There’s a BIG Problem.

10. Half of the Interactions that Drive Purchases Are Invisible to
Traditional Search Marketing Tools.
DIGITAL
Intelligence
@Invoca #InvocaSearch
Forrester, “The New Path-To-Purchase” July 2014
CALL
Intelligence
50% of consumers move
offline to make purchases.
66% of consumers use digital
resources to discover and
explore purchases.

11. They Don’t Speak “Phone.”
Bid More. Bid Less.
false negative
@Invoca #InvocaSearch

12. Inbound Phone Calls: More Valuable and Higher Conversion
Education
Home services
Insurance
Financial Svcs
Value of Lead Types by Industry
Call
Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Conversion Rates by Lead Type
30-50%
For Calls
1-2%
For Clicks
Solution:
Call Intelligence

13. Call Intelligence Makes Inbound Phone Calls as Visible,
Measurable and Optimizable as Online Clicks.
@Invoca #InvocaSearch

14. How Quicken Loans Uses Call Intelligence:

15. There Are Several Tools Available to Search Marketers:
BEFORE
Google Call
Extensions
@Invoca #InvocaSearch
NOW
Google Call
Extensions
Google Website
Call Conversions
+
Panda Panda
Panda Panda
Panda Panda
Panda

16. These Tools Are a Great Starting Point for Basic Call
Tracking…
CALL TRACKING
Tie Calls to Paid Search Term
Assign Value to Call Based Upon
Duration
Get General Info About Callers
✔
✔
✔
@Invoca #InvocaSearch

17. These Tools Are a Great Starting Point for Basic Call
Tracking… But Not Great for Call Intelligence.
CALL TRACKING CALL INTELLIGENCE
Tie Calls to Paid Search Term
Assign Value to Call Based Upon
Duration
Get General Info About Callers
✔
✔
✔
@Invoca #InvocaSearch
Closed-Loop Revenue Attribution
✗
✗
Automated Lead Treatment
✗
In-Depth Caller Detail
✗
Conversation Intelligence
✗
Deep integrations

18. 5
Top Reasons
Marketers Should
Leverage Call
Intelligence

19. Improved SEM
Performance

20. $$
Improve SEM Performance
1
Identify the calls driving actual revenue by attributing sales
generated revenue back to the phone call that drove it.
@Invoca #InvocaSearch

21. Automated Lead
Treatment

22. Automated Lead Treatment
2
Route callers to different phone numbers based upon their caller
profile to create the customer experience most likely to generate a
sale.
@Invoca #InvocaSearch

23. Conversation
Intelligence

24. Optimize for the Right Callers
3
Identify the SEM efforts prompting the right customers to call by
accessing rich caller info. Even get insight into the conversation
itself!
Hi I would like to place an
order. My credit card
number is...
Hi I would like to talk to
customer support. My
account number is…
✔ ✗
@Invoca #InvocaSearch

25. Attribution
Beyond Paid Search

26. Attribution Beyond Paid Search
4
Tie calls back to the organic SEM efforts, like content marketing
and social media. Even attribute calls to different marketing
channels.
Organic Search Display Mobile Offline
@Invoca #InvocaSearch

27. Deep Integrations

28. 5 Deep Integrations
Create a seamless marketing experience for the customers who
choose to call by integrating call data with other marketing
technology systems.
@Invoca #InvocaSearch

29. To Recap…

30. 1
2
Improved SEM Performance
Automated Lead Treatment
3 Conversation Intelligence
4 Attribution Beyond Paid Search
5 Deep Integrations
@Invoca #InvocaSearch

31. Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSearch
?

32. Learn more:
Invoca.com
sales@invoca.com
866-572-5741