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Webinar "Making the Call"
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Webinar "Making the Call"

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Hanapin does a webinar with Ifbyphone discussing call tracking in PPC

Hanapin does a webinar with Ifbyphone discussing call tracking in PPC

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  • Kayla
  • Kayla
  • Kayla
  • ANGELOIfbyphone practices content marketing like many companies. Things like email marketing, social media, white papers, PPC and SEOWe unique trackable phone numbers in all of our marketing – online and offlineFor example, if someone who sees this webinar wants to learn more and calls the number on the bottom of this slide, the call source will be recorded as VBMA webinar in our CRM.
  • ANGELOHere is some data around something many of you probably just know in your gut: a phone lead is more valuable than any other type of lead – in person, email, social…Because if I can get someone on the phone I can cose them, I can support them, I can turn them into a raving fan that generates referrals for my business. So they get extra TLCBrings to mind the Tony Shieh of Zappos quote: call with a customer more valuable than a 30 second superbowl adSo we do a variety of things to make sure we always get two people talking, as quickly as possible, and with the right information
  • ANGELOThese are all examples of rules-based routing we’ve used in the past
  • ANGELOMany companies today spend a significant amount of their marketing budget on Google PPC campaigns. But if you can’t track phone leads from your ads and landing pages, you are missing a key metric that should help you more intelligently manage your PPC strategy. Ifbyphone enables you to attribute calls back to the PPC keywords they used to find you. It can do the same for organic SEO.
  • ANGELOThis is the view of our keyword level tracking campaigns for PPC, SEO and web referral traffic…Here you can see we have numbers associated with different Google adwords campaigns and SEO searches
  • ANGELOMarketing: pull in data into SFDC, see reports that track phone leads all the way through the sales funnel: leads, opportunities, accounts, conversion rates, revenue, ROIWithout phone leads the picture is distorted: understating leads, overstating CPLGet this emailed to me every morning. This data here includes phone and other conversion channels -- this is now wallpaper for me: it’s just here
  • ANGELOKeyword level call tracking. See your call data directly in GA, to closely track which campaigns, ad groups and keywords and driving phone calls as well as clicksDo something similar for bid management: see all data from different sources: Google, Bing, Facebook, etc. Set up rules to auto adjust bids to optimize paid search around phone leadsMention upcoming GUA webinar in a couple weeks on 9/12
  • ANGELOYou can also use call tracking to perform A/B testing. See which variation generates more phone calls for sales.
  • ANGELOMarketing wants to drive large volumes of inbound calls to sales. But not every inbound call is ready to talk to a sales rep. And forcing Sales managers to waste time with callers who aren’t true opportunities takes time away from real selling.
  • ANGELONot every lead is ready to go to sales for a conversation. That’s why many marketers include extra fields on their web registrations forms to automate lead scoring and qualification. High-scoring leads get passed automatically to sales, while others get put into web nurturing. Inbound IVRs are ideal for qualifying phone leads. The IVR will ask callers the questions you determine work best to qualify them for your particular campaign.For example, if you are using the BANT (budget, authority, need, timeline) model to qualify leads, you can pose those questions to learn if callers are really ready to buy. Or you can ask your sales managers what questions they care about when qualifying leads, then pose those questions to callers.Leads that score high enough are passed from the IVR directly to sales for an immediate conversation. Others can hear a custom marketing message and be given the option of leaving a voicemail for sales. You can also send them to a second IVR if that works best for your campaign.It’s the same principle you use when inserting qualifying questions on your web forms. But the IVR results are better because leads passed to sales get connected in conversation immediately. With web leads you have to wait for a sales rep to open the lead, dial the number, and hopefully get the lead on the phone. That could take several call attempts, if it happens at all. With IVR, the conversation is instantaneous, and the lead doesn’t grow cold.
  • ANGELOThese are all examples of rules-based routing we’ve used in the past
  • Kayla
  • Transcript

    • 1. MAKING THE CALL: Call Tracking for PPC Presenters: » Amanda West-Bookwalter of Hanapin Marketing » Angelo Tsakonas of Ifbyphone
    • 2. Presenters • Amanda West – Bookwalter – – – – Account Manager Speaker at SMX East Speaker at HeroConf @amanda_westbook • Angelo Tsakonas – Product Manager – Search Marketing Team Lead – @gelo_us
    • 3. The Topic Making The Call
    • 4. Join the Conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
    • 5. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years
    • 6. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed.
    • 7. Live Poll Question #3 Do you provide a phone number in your PPC ads or landing page for people to call? #thinkppc a) Yes b) No c) Not yet, but we are planning to
    • 8. Call Tracking: What Is It? SEO and PPC Email Marketing Your Website Social Media 800-555-1111 800- 5552222 555-3333 555-4444 Content Syndication White Papers Tradeshows Webinars 555-5555 555-6666 555-7777 555-8888
    • 9. Do you Need Call Tracking? ?
    • 10. What Level of call tracking do You Need? Lump All Leads/Sales Together To Measure PPC? Separate lead/sale values or types No strict CPA or ROAS goals, just volume goals Lots of in-depth optimizations Strict ROAS or CPA Goals Management is more top level with few indepth optimizations 1 # for each account 1 # for each campaign or ad group Keyword level tracking
    • 11. Which Leads Are Most Valuable to Sales?
    • 12. Integrate Call Extensions • Set-up click-to-calls for mobile with your tracking # for proper mobile PPC optimizations • Buy specific static numbers from your vendor to input into your extensions. Assign these to specific ad groups for insight into ad group extension performance. Try only picking the ad groups with the most mobile click-to-call contacts.
    • 13. Calls Are Very Important in Mobile Search 70% of mobile searchers call a business directly from search results. 61% of mobile searchers say it’s important that businesses give them a phone number to call. 33% of mobile searchers said they would be less likely to refer a brand to others if it didn’t offer an option to call. Source: Google and Ipsos Research Study, September 2013
    • 14. PPC and Call Tracking Understand which PPC keywords, ads, and landing pages generate phone calls
    • 15. Call Tracking Reports
    • 16. CRM Integration to Track ROI
    • 17. Google Universal Analytics
    • 18. A/B Testing PPC Landing Pages for Call Tracking > Test which PPC landing page variation generates more phone leads and revenue
    • 19. Turn Web Conversions into Fast Phone Calls When a lead fills out your form a call is made to your agents A lead is 22x more likely to convert if contacted within 5 minutes of filling out a web form Get them on the phone fast by triggering a call to your agent and to the lead
    • 20. Give Your Keywords Full Credit • Track at the keyword level • Get the raw search query, the keyword matches, the source, and the keyword type for each call • Count each call as a conversion when measuring leads, integrate with PPC data for optimizations
    • 21. Call Tracking Leads If You Score Web Leads Before Passing to Sales… Why Not Phone Leads?
    • 22. Score and Qualify Phone Leads with IVR Interactive Voice Response Marketing drives phone leads. Enables a caller to interact with an automated menu via telephone keypad or voice recognition. Callers are sent to an IVR to answer qualifying questions. High-scoring calls connect with sales. Others can go to voicemail.
    • 23. How to Utilize an IVR • Allows callers to self-select what type of lead/sale they are • Gives the phone operator insight into what the caller is calling in about to better assist them • Shows PPC managers what kind of calls are being generated without listening to every call.
    • 24. Route Call from PPC to Right Agent Right Away > > Route to agent’s phones: home, office, cell, softphone, Skype > > Ring agents simultaneously or sequentially > > Route to top-performing agents first > > Route based on your business hours > > Route by PPC ad campaign > > Route by product line
    • 25. Not All Call Tracking Vendors Are Created Equal Be sure to ask any call tracking vendor if they offer: • • • • • • Full attribution down to the keyword level The ability to track SEO as well as PPC Customizable session times Negative keyword matching Real-time reporting Customizable phone routing options once the call comes in • Integrations with web analytics, CRM, and bid management technologies • Support from Google-certified experts
    • 26. Need Help? Would you like help with your PPC accounts and management? I’m interested in: o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend). o Save $250 on Ifbyphone's call tracking! Call Ifbyphone at 877-975-8507 by December 1, 2013 to sign up for our Interact Package and we'll waive the $250 startup fee. Please be sure to mention "PPC Webinar". o Both: Can’t choose? That’s ok! You can have them both! o None: It’s okay if you’re not interested, we are glad that you joined us!
    • 27. Live Q&A Time!
    • 28. Have more questions? Thank you for attending our Call Tracking webinar! • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mowebinar! Thank you for attending our Clinic in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-signup Get a free Solutions Blueprint from Hanapin Marketing at • • Save $250 on Ifbyphone's call tracking! Call Ifbyphone (for877accounts December $20K/mo in ad up for 975-8507 bygreater than 1, 2013 to signspend): our Interact http://www.hanapinmarketing.com/solutions-blueprint-sign-up Package and we'll waive the $250 startup fee. Please be sure to • mentionus at #thinkppc with your feedback or questions Tweet "PPC Webinar". Or Contact us Directly: • • Tweet us at #thinkppc with your feedback or questions • Webinar Feedback: • Or Contact us Directly: marketing@hanapinmarketing.com • Hanapin Marketing: marketing@hanapinmarketing.com • Ifbyphone: sgriffiths@ifbyphone.com