Your SlideShare is downloading. ×
Sponsor Lunch Presentation - Generating, Measuring and Optimizing Mobile Phone Calls from Search
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Sponsor Lunch Presentation - Generating, Measuring and Optimizing Mobile Phone Calls from Search

581
views

Published on

As mobile device usage rises, so does the number of phone calls into businesses coming from Search. With the majority of phone call content being a “black box”, how do you know which keywords are …

As mobile device usage rises, so does the number of phone calls into businesses coming from Search. With the majority of phone call content being a “black box”, how do you know which keywords are converting for your search program? Travis Fairchild, Senior Vice-President of Distribution for Marchex, will discuss how to evaluate consumer intent at the keyword level with the goal of lowering lead generation costs for phone calls. In this session you will learn:

- Best practices for call based ads
- Spam and misdial prevention
- How to optimize phone calls at the keyword level
- How to leverage post-call data in your search campaigns

Travis Fairchild, Vice President of Media and Distribution, Marchex

Travis leads the Marchex search team, publisher network, and overall media buying strategy. Travis also oversees the distribution of customer advertising across the company’s mobile and online partner sites. Travis has managed digital media lead generation for Fortune 100 advertisers in verticals such as insurance, cable and satellite TV, travel and home services for more than 10 years. Prior to Marchex, Travis co-founded the browser based technology company, Echospace, and assisted Internet start-ups to raise angel and institutional capital. Travis holds an MBA from the University of Washington.

Published in: Marketing, Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
581
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Example of pull quote messaging Marchex KW Attribution for Calls Travis Fairchild SVP, Distribution tfairchild@marchex.com
  • 2. Marchex is a leading advertising technology company focused on Mobile and Calls. = CALLS 100K+Customer scale 400M+Annual call connections 30Patents granted & pending 420 / 50%Employees / % in Product & Engineering roles $175M+2014 Revenue estimate; profitable and debt free MCHXPublicly traded on Nasdaq
  • 3. 3 Components Needed for Keyword Level Attribution for Calls1 5 6 What You Will Learn Today Insights from Processing 1.5+ Billion Phone Calls2 Search Optimization Strategies for Calls3
  • 4. 4 Example of pull quote messaging “Keyword Call attribution is a black box. I need to understand how to identify mobile conversions so my team can leverage mobile search to drive sales.” Bridgestone, VP of of Marketing
  • 5. 5 KW Attribution for Calls is a Black Box 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad
  • 6. 6 IVR is the First Call Event to Track 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1
  • 7. 7 ¾ of all Calls are Customer Service Calls 1 2 “Please Press 1 for Sales.” “Please press 2 if you are an existing customer.” 25% 75%
  • 8. 8 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 IVR is the First Call Event to Track
  • 9. 9 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 2 Recording A Conversation is the Web Site of a Call
  • 10. 10 0 0.5 1 1.5 2 2.5 Over Indexed for “Fitness” and “View” Featured Correlated with Reservations for Major Hotel Chains
  • 11. 11 Example of pull quote messaging “I need to know the outcome of phone calls, but we can’t record the call for legal reasons!” Starcom Lead for Bank of America
  • 12. 12 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 2 Recording Recording Outcomes without Recording
  • 13. 13 Tracking a Conversation without a Recording
  • 14. 1465,911 calls from 1,432 accounts in 2013 Conversation Quality Varies by Keyword
  • 15. 15 Example of pull quote messaging “I work with 20 publishers who serve billions of impressions, I bid on thousands of keywords …. which ones are driving quality calls?” ADT, Director of Marketing
  • 16. 16 Tying Call Events Back to Keyword 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR Dynamic KWLT 1 2 Recording 3
  • 17. 17 KW 1 KW 2 KW 3 KW 4 KW 5 KW 6 KW 7 KW 8 KW … KW … KW 1,000 Dynamic KWLT for Tail, CTN for Head
  • 18. 18 New Customer, Quality Conversation 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR Dynamic KWLT 1 2 Recording 3 Quality Call
  • 19. 19 Example of pull quote messaging Results Are Dramatic
  • 20. 20 # of Quality Calls 30 Days Before and After 48 28 4 1 98 36 11 13 0 20 40 60 80 100 120 Homesecurity Security Systems Security Cameras Alarm System 81 158 = 95%+ Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
  • 21. 21 $440 $536 $1184 $1500 $384 $411 $661 $234 $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 Homesecurity Security Systems Security Cameras Alarm System $915 $423 = -54% KW CPA 30 Days Before and After Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
  • 22. 22 Example of pull quote messaging Optimization
  • 23. 23 0 100 200 300 400 500 600 0% 5% 10% 15% 20% 25% 30% 35% 40% 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am HoldTimeinSeconds Abandon/SalesPercentage Average Hold Time Durations Abandon Rate Sales Rate Abandonment Rate is High in the Evening
  • 24. 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Conversions Generated By Hour of Day Q1 2014 0 5000 10000 15000 Conversions Generated By Day of Week Q1 2014 Users are 100% more likely to convert on weekdays 90% of all conversions happen between 7am and 10pm Dayparting Trends for Calls
  • 25. 25 Example of pull quote messaging “I need to favor local agents vs. the national call center based on location of caller, time-of-day, and many other signals!” VP, Allstate Digital Marketing
  • 26. 26 National Avg. CPC $47.32 State Avg. CPC $62.17 National Avg. Position 2.3 State Avg. Position 5.4 National Quality Score 8/10 State Quality Score 6/10 State Targeting Can Be Expensive for Mobile
  • 27. 27 “Please Enter Your Zip Code” National Call Center Local Agents Dynamic IVR Data Geo-Target the Call from National Campaigns
  • 28. 28 Components Needed for Keyword Level Attribution for Calls1 • IVR • Recording, Call DNA or Conversion Information • Single CTNs for Head Terms, Dynamic KWLT for the Tail Insights from Processing 1.5+ Billion Phone Calls2 • ¾ of all Calls are Customer Service Related • ~ Half of Inbound Calls are “Good” Search Optimization Strategies for Calls3 • Daypart Weekdays/Weekends, Morning/Evening • Deliver Calls Locally, Target Search Nationally
  • 29. 29 Example of pull quote messaging Marchex KW Attribution for Calls Travis Fairchild SVP, Distribution tfairchild@marchex.com

×