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
Webinar "Making the Call"
MAKING THE CALL:
Call Tracking for PPC
» Amanda West-Bookwalter of Hanapin Marketing
» Angelo Tsakonas of Ifbyphone
• Amanda West – Bookwalter
Speaker at SMX East
Speaker at HeroConf
• Angelo Tsakonas
– Product Manager
– Search Marketing Team Lead
Join the Conversation
Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1
How long have you been in PPC?
Less than 1 year
Live Poll Question #2
How do you manage your account(s)?
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.
Live Poll Question #3
Do you provide a phone number in your PPC ads or
landing page for people to call?
c) Not yet, but we are planning to
Call Tracking: What Is It?
SEO and PPC
What Level of call tracking do You Need?
Lump All Leads/Sales Together
To Measure PPC?
values or types
No strict CPA or ROAS
goals, just volume goals
Lots of in-depth
Strict ROAS or CPA
Management is more
top level with few indepth optimizations
1 # for each account
1 # for each campaign
or ad group
Keyword level tracking
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.
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
PPC and Call Tracking
and landing pages
A/B Testing PPC Landing Pages for Call Tracking
> Test which PPC landing page variation generates more phone leads
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
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
Call Tracking Leads
If You Score Web
Leads Before Passing
Why Not Phone
Score and Qualify Phone Leads with IVR
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.
How to Utilize an IVR
• Allows callers to self-select what type of lead/sale
• 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.
Route Call from PPC to Right Agent Right Away
> > Route to agent’s phones: home, office, cell,
> > 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
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
Customizable phone routing options once the call
• Integrations with web analytics, CRM, and bid
• Support from Google-certified experts
Would you like help with your PPC accounts and
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!
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):
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
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
• Or Contact us Directly: firstname.lastname@example.org
• Hanapin Marketing: email@example.com
• Ifbyphone: firstname.lastname@example.org