Google has been named 2019’s largest digital ad platform in the world according to eMarketer. There were plenty of changes to keep up with in 2019. It’s time to use these changes to your brand’s advantage and be ahead of your competition. Join our seasoned ecommerce experts from DialogTech, Feedonomics and client Omega as we breakdown top tips for 2020 such as how offline data can boost paid search strategies, how to adapt to AI-marketing and considering micro-conversions. Stay ahead of the curve with data-backed predictions for Google advertising in 2020.

1. 2020 Digital Performance
Marketing Panels
THE FUTURE OF AMAZON, PAID SEARCH, EMAIL MARKETING, AND PAID SOCIAL

2. 2020 Digital Performance Marketing Panels
Today
11AM PT / 2PM ET
The Future of Amazon & Marketplaces
Feat. South Bay Board Co., Jungle Scout and eComEngine
1PM PT / 4PM ET
The Future of Paid Search
Featuring Omega, DialogTech and Feedonomics
The Future of Amazon, Social Media, Email Marketing, and Paid Search
Tomorrow
11AM PT / 2PM ET
The Future of Email Marketing
Featuring Heap, The Vitamin Shoppe and Sailthru
1PM PT / 4PM ET
The Future of Paid Social
Featuring Etsy

3. 3
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speakers
Aaron Levy
Group Director, SEM
Alana Dritz
Strategist, Paid Search
Blair Symes
Sr. Director of Content Marketing
Brian Roizen
Cofounder & Chief Architect
Murilo Favari
Vice President, Marketing

6. 6
1. Auto bidding
2. Tying online & offline performance
3. Automation / AI
4. Data (aggregation)
5. Predictions for 2020 and key takeaways
6. Live Q&A
Paid Search Roundtable Agenda

7. Auto bidding

8. From Search to Phone Call: The Customer Journey Is Calling
61 billion
calls to businesses
from search in 2019
Source: BIA/Kelsey
113%
increase in calls from
search since 2014
Source: BIA/Kelsey
Callers to
businesses convert
30% faster
Source: Forrester
Callers to
businesses spend
28% more
Source: Forrester

9. Percent of Consumers Who Say They Called After a Search
93%
ACCOUNTING
58%
AUTO PARTS
73%
AUTO REPAIR
61%
AUTO SALES
38%
BANKING
64%
CABLE TV
70%
CRUISE LINES
86%
DENTAL SERVICES
55%
FLORISTS
70%
FUNERAL HOMES
33%
FURNITURE
39%
HOME
REMODELING
92%
HOSPITALS
61%
HOTELS &
RESORTS
84%
HVAC REPAIR
78%
INSURANCE
45%
INTERNET
PROVIDERS
24%
JEWELERS
67%
LAWN CARE
75%
LAWYERS
58%
LOCKSMITHS
67%
MASSAGES
13%
MATTRESSES
67%
MORTGAGES
70%
MOVING
COMPANIES
70%
PEST CONTROL
60%
REAL ESTATE
70%
SENIOR CARE
75%
TAX RETURNS
35%
TRAVEL AGENCIES
Sources: LSA, DialogTech

10. But Not Every Call You Pay to Generate from PPC Is a Good Lead
Percentage of Calls Thats Are Not Good Sales Leads
64%
APPLIANCE REPAIR
61%
ARBORISTS
80%
AUTO PARTS
68%
AUTO SALES
50%
AUTO SERVICE
83%
BUSINESS SERVICES
74%
DENTAL
78%
FINANCIAL SERVICES
84%
HEALTHCARE
86%
ROOFING
74%
SENIOR CARE
80%
SELF-STORAGE
88%
TECHNOLOGY
56%
TOURISM
Source: DialogTech
Are You Wasting
Budget Driving the
Wrong Types of
Calls?
● Caller is not a sales lead
● Caller hangs up
● Location didn’t answer
● Spam calls

11. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
Good
A call happened from
keyword A
after a visit to
landing page B on a
desktop
from Emily Tran in
Chicago from number
630-450-0361
Better
A call happened from
keyword A
after a visit to
landing page B on a
desktop
from Emily Tran in
Chicago from number
630-450-0361
who was a quality lead
and booked an
appointment for a
higher-priced service
Best

12. Improve Smart Bidding Results with Call Value Data in Google Ads
1. Bad calls are separated out from
actual sales-related calls so Google
doesn’t count non-sales calls as
conversions to optimize for
2. Google can take into account each
call’s lead score (value) and if they
converted to optimize for what
drives the most valuable phone calls
How This Data Helps
Passing not just volumes of calls, but data on lead
quality and conversions, helps Google smart bidding
optimize for what drives the best results

13. Tying online & offline performance

14. Connecting the Online Search to the Offline Phone Conversation
1. Attribution on what
generated the call and who
the caller is
2. AI analyzes and scores
conversations for lead
quality, call outcome & more
3. Call data is
activated across
your martech stack
4. Take action to
drive better
business results
Caller Profile Data
● Caller name
● Caller phone number
● Caller location
What Drove the Call
● Marketing channel
● Ad & campaign
● Search keyword
● Webpages viewed
● Webpage called from
● Location or call center
called
CONVERSATION INSIGHT SCORE
“I’m interested in
getting pricing.”
Sales
Lead
+3
“I need to make a
decision this
week.”
High
Urgency
+2
“Can you send me
a quote?”
Quote
Requested
+3
CALL
OUTCOME:
Sales
Conversion
8 out of
10
• Measure the impact of
inbound calls on lead
generation and revenue
• Optimize ad spend and
strategy to drive more
high-converting calls and
customers
• Segment callers into the
best retargeting and
lookalike audiences
based on their
conversation
Unlock and Activate Powerful Insights from Phone Conversations for Smarter Marketing

15. Put Callers in the Right Audiences Based on Their Conversations
Put callers who didn’t convert into
retargeting campaigns
Put callers who bought products into
upsell or cross-sell campaigns
Use your best callers to find more
valuable lookalike audiences
Suppress callers from seeing ads
that aren’t relevant to them

16. Automation / AI

17. Examples of Insights AI Provides Marketers from Phone Conversations
“My dishwasher
isn’t working.”
“My dishwasher is
out-of-warranty.”
“I need repair help
next weekend.”
“How much do you
charge for repair?”
“I’m not ready to
make an
appointment.”
INSIGHT:
Price Sensitive
BUYING INTENT:
High
LEAD VALUE:
High
SALES LEAD:
Yes
OUTCOME:
No Conversion
PHONE
CONVERSATION
INSIGHTS
FROMAI
LEAD SCORE: 7
DialogTech Customer Example: GE Appliances

18. AI Uncovers Previously Hidden Insights to Improve ROI
• Better Optimizations: They now optimize for
what drives the most calls that convert to sales
conversions. In the first 5 months, they
increased quality phone leads by an additional
42%.
• Issues with IVR: AI showed that a high
percentage of callers were hanging up during
the IVR -- it was too long. Shortening the IVR
saw an immediate 50% decrease in abandoned
calls.
• Unanswered Calls: Detected that callers from a
search campaign were routed to an unmanned
phone line. Correcting this issue eliminated
wasted ad spend and helped connect hundreds
of callers a week to call center agents.
Sample report from DialogTech — not actual customer data
DialogTech Customer Example: GE Appliances

19. Data (aggregation)

20. Common Challenges We Hear for Calls from Paid Search
1. “I need to track consumers who called from each
keyword through to a sale (or failed sale) to measure
return on ad spend for that keyword.”
2. “We cannot identify keywords that generate expensive
phone leads but very profitable sales. Or conversely,
we cannot identify keywords that generate very
inexpensive phone leads but result in few sales.”
3. “Am I spending budget to generate a large number of
phone leads that aren’t converting? And if so, is the
problem a caller experience issue?”

21. Optimize for the Keywords and Webpages Driving the Best Calls
Top & Bottom Keywords
● Measure not just volumes of calls from keywords,
but number of sales opportunities and conversions
● Optimize to drive the most value at the lowest cost
Top & Bottom Conversion Pages
● Understand what webpages are driving the highest
volume of valuable calls
● Make more intelligent optimizations to drive growth

22. Understand How Well Locations & Call Centers Convert Callers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and help correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

23. Understand How Well Locations & Call Centers Convert Callers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and help correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

24. Understand How Well Locations & Call Centers Convert Callers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and help correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

25. Predictions for 2020

26. Key Takeaways
Advertisers should take advantage of automation as much
as possible while continuously testing and applying manual
intervention where necessary
Better optimized product data feeds allow you to improve
campaign performance.
Prepare your business for what’s coming, not what’s
already happened. The most successful search marketers
will adopt to the new data driven + automated world.
Phone calls are popular and valuable conversions from paid
search -- AI provides marketers with new insights from
phone conversations you can use to improve results

27. Get a Free Feed Audit Today
hello@feedonomics.com

28. Interested in Call Analytics? Visit DialogTech.com to Learn More
Request a personal walkthrough of the
DialogTech conversation intelligence platform
Access best practice guides, on-demand
webinars, and customer success stories

29. Schedule Your 1:1
Paid Search
Strategy Evaluation

30. Live Q&A
Aaron Levy
Group Director, SEM
Alana Dritz
Strategist, Paid Search
Blair Symes
Sr. Director of Content Marketing
Brian Roizen
Cofounder & Chief Architect
Murilo Favari
Vice President, Marketing

31. 2020 Digital Performance Marketing Panels
Timeline

32. 2020 Digital Performance Marketing Panels
Today
Tuesday, December 17th @ 11AM PT / 2PM ET
The Future of Amazon & Marketplaces
Feat. South Bay Board Co., Jungle Scout and eComEngine
Tuesday, December 17th @ 1PM PT / 4PM ET
The Future of Paid Search
Featuring Omega, DialogTech and Feedonomics
The Future of Amazon, Social Media, Email Marketing, and Paid Search
Tomorrow
Wednesday, December 18th @ 11AM PT / 2PM ET
The Future of Email Marketing
Featuring Heap, The Vitamin Shoppe and Sailthru
Wednesday, December 18th @ 1PM PT / 4PM ET
The Future of Paid Social
Featuring Etsy, and AspireIQ

33. THANK YOU!