Call Tracking and Analytics 101: Tactics to Improve Online/Offline Channel Efficiency
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Join Mike Boland, BIA/Kelsey’s Chief Analyst and VP of Content, and Ross Kaplan-Winn, Search Engine Marketing Manager at Top Level Management, as they offer a primer on how to use and benefit from call tracking and analytics. You’ll learn how to: 1. Use click-to-call to increase your AdWords effectiveness. 2. Utilize call tracking and still maintain SEO efficiency. 3. Understand the relationship between your online and offline channels.
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Call Tracking and Analytics 101: Tactics to Improve Online/Offline Channel Efficiency
- 1. Call Tracking and Analytics 101: Tactics to Improve Online/Offline Channel Efficiency Tuesday, March 8, 2016 1:00 EST (10:00 PST) Speakers: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
- 2. Turn Off Pop-Up Blockers Technical difficulties? Click on “Help?” link Use Q+A box Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time #DMDwc Viewing Tips
- 3. Today’s Presenters Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management Michael Boland Chief Analyst and VP, Content, BIA/Kelsey
- 4. Guiding Media. Inspiring Innovation. Leading Local. Call Commerce The What and the Why BIA/KelseyChief Analyst & VP, Content March 2016 Mike Boland
- 5. Brief Intro About Me About BIA/Kelsey 10-year industry analyst Former tech journalist (Forbes, Business 2.0) Focus areas: Mobile, Social, On- demand Frequent contributor to Huffington Post, Business Insider, the Guardian, Street Fight 30-year market research and analyst firm Squarely focused on local media & technology Conferences, Consulting, Content Authoritative daily newsletter, blog, video production, podcasts
- 6. Call Commerce: The New Ad Currency of the Smartphone Era
- 7. © 2014 BIA/Kelsey. All Rights Reserved. Where are we now? Let’s Start with Usage:
- 8. 8© 2015 BIA/Kelsey. All Rights Reserved. | Mobile Usage: The Starting Point 50% of mobile search queries have local intent (BIA/Kelsey) 79% U.S. Smartphone penetration (BIA/Kelsey) 51% of search query volume is on smartphones (Google)
- 9. 9© 2015 BIA/Kelsey. All Rights Reserved. | $14.2 $18.1 $22.4 $26.9 $31.5 $35.4$8.5 $11.3 $14.7 $18.6 $22.3 $26.7 $22.7 $29.5 $37.2 $45.5 $53.8 $62.2 $0 $10 $20 $30 $40 $50 $60 $70 2015 2016 2017 2018 2019 2020 Non-location Targeted Location Targeted US$Billions Note: Numbers are rounded. BIA/Kelsey Fresh Mobile Ad Revenue Forecast (U.S.) 43% 37%
- 10. 10© 2015 BIA/Kelsey. All Rights Reserved. | Mobile Ad Share by Format Traditional Display 18.6% Search 54.6% SMS 1.5% Video 5.0% Audio 1.8% Native Social 18.5% 2015 Traditional Display 21.0% Search 47.8% SMS 0.6% Video 5.8% Audio 2.1% Native Social 22.8% 2020
- 11. 11© 2015 BIA/Kelsey. All Rights Reserved. | Why Does That Matter?
- 12. 12© 2015 BIA/Kelsey. All Rights Reserved. | The Lesson: The intent is there… it just needs to be captured. (…but how?) © 2015 BIA/Kelsey. All Rights Reserved. |
- 13. 13© 2015 BIA/Kelsey. All Rights Reserved. | It’s All About Calls to Action Reservations/scheduling Ordering Messaging Click-to-call Real-time Inventory Photos Videos
- 14. 14© 2015 BIA/Kelsey. All Rights Reserved. | Drilling Down on Click-to-Call Smartphones drive voice and call activity Click-to-Call Example Hardware realties (voice input, dialer) High transaction intent Products that have complexity Autos Healthcare/medical Financial services Google Adwords Google Organic
- 15. 15© 2015 BIA/Kelsey. All Rights Reserved. | Not Just Search… All the Places a Phone Number Can Show Up
- 16. 16© 2015 BIA/Kelsey. All Rights Reserved. | … Including Social Apps: The Next Frontier • In the last 6 months alone, Google, Facebook, Pinterest and Instagram have launched “buy” buttons for ecommerce. • This is part of a push towards more action-oriented social content and app deep-linking. • Offline commerce is next, in many cases facilitated through voice and call buttons (Facebook is already there).
- 17. 17© 2015 BIA/Kelsey. All Rights Reserved. | © 2015 BIA/Kelsey. All Rights Reserved. | These calls are happening either way…. It’s a matter of channeling, tracking, analyzing and optimizing them. 17© 2015 BIA/Kelsey. All Rights Reserved. |
- 18. 18© 2015 BIA/Kelsey. All Rights Reserved. | © 2014 BIA/Kelsey. All Rights Reserved. Marketing This all happens on two levels… Service&Support • Driving call - based leads • Optimizing inbound call routing • Tracking ROI • Iterating campaigns using call data • Call Center Management • Rep/CSR Training • Call Routing • Quality control (i.e. reducing hold times)
- 19. 19© 2015 BIA/Kelsey. All Rights Reserved. | © 2014 BIA/Kelsey. All Rights Reserved. Trend #1 Marketing is Becoming more Empowered and Independent Why is this Important…? “Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.” --Forbes
- 20. 20© 2015 BIA/Kelsey. All Rights Reserved. | © 2014 BIA/Kelsey. All Rights Reserved. Trend # 2 Cloud/Saas Products are Enabling this Shift “Saas products delivered in the cloud will empower marketers to have more purchasing power and not go through the red tape of the IT department. It also democratizes previously-unavailable capacity to small businesses, given a low barrier subscription service that can scale up and down as needed… as opposed to capital requirements for on site technologies, servers, etc.” -- Mike Boland, BIA/Kelsey 2015 Why is this Important…?
- 21. 21© 2015 BIA/Kelsey. All Rights Reserved. | © 2014 BIA/Kelsey. All Rights Reserved. “How?” Given the What and Why…The Remaining Question:
- 22. Call Tracking 101 Businesses Need Phone Calls
- 23. Where Are Calls Coming From? Do we know where are calls coming from? • PPC • SEO • Direct Mail • Billboards
- 24. Are They Working? How do you know which marketing channels are working? • Google Analytics doesn’t report on phone calls • Customers misreport
- 25. Call Tracking Benefits DNI Email Offline Timeline
- 26. Call Tracking Benefits SimulcallSchedule Attribution
- 27. Ready To Start Tracking Calls? Scenario 1: Not Currently Tracking Calls (you should)
- 28. No Call Tracking Set Up Call Tracking Today… • For Your Business • Your Clients’ Businesses
- 29. Get Started 1. Sign up 2. Install tracking/DNI script. Send this to your developer to get started
- 30. Where To Use? • Local SEO • Click-to-call • Offline
- 31. SEO & Call Tracking NAP Consistency: Use the same tracking # for all LBLs Want to keep your number? You can transfer it to a call tracking provider
- 32. Mobile Click-To-Call Call Directly From Ads Main Benefit VS Google/Bing • Recording • Reporting
- 33. Offline Marketing Channels • Direct Mail • Company Vehicles • Billboards • Yard Signs • Radio • TV
- 34. No Keyword Call Tracking Scenario 2: Currently Tracking Some Calls Not able to see which keywords are driving calls from PPC.
- 35. Case Study: Problem I could see at least 50% of leads from PPC were phone calls Some locations were getting over 70% calls vs web forms
- 36. Case Study: Problem Optimization & recommendations based on incomplete data You can’t optimize AdWords on CTR
- 37. Case Study: Solution Implemented call tracking to the keyword level We could see exactly what was driving that 50%+ of leads through the phone
- 38. Case Study: Set Up Create Keyword Tracking Pools • A group of phone numbers that rotate based on the active users on your site
- 39. Case Study: Set Up Integrate call tracking software into Google Analytics
- 40. Case Study: Set Up Create Goals Based On Call Events
- 41. Case Study: Set Up Import Analytics Goals into AdWords
- 42. Case Study: Results Cost Per Lead: 3x Lower Without additional optimization
- 43. Case Study: Results Calls > Forms Attribute higher value to phone calls Optimization based on lead value
- 44. Bonus Provide More Value To Our Clients: • Reporting Dashboard • Email Notifications • Whisper Messages
Editor's Notes
- Paper written almost one year ago, so much has changed since then We’re entering what I call phase II, We’ve learned so much in phase I, there was lots of excitement, lots of investment, lots of unicorns, and much of that is sustainable, but there’s also a fair amount of market retraction and self – correcting we’re now seeing. So what are the lessons and takeaways from that?
- Overview. Most of the rest of the prsentation drills down so I won’t spend lots of time now. A few things I’ll mention are reservations, scheduling to capture interest right away, real time inventory. – mobile users aren’t searching on a product category level, they’re searching on an individual product, sku level. So if you have that information availabel and searchable, it will better serve your SEO goals when you will come up in consumer searches for those items. You won’t show up in the search results if the keywords aren’t on your mobile website. It’s all about the calls to action. On your desktop site, the calls to action might be burried further down the page or on a different page, you might want other pictures or marketing material or certifications up front. But for the reasons I just went over about mobile user intent, you want these calls to action front and center in the mobile version of your website.
- End saying that the complexity makes us want to talk to someone.
- This will empower those in the marketing organization to have more purchasing power and not have to go through the red tape of the IT dept. Good news for call monetization and its implementation
- In fact, they already get billions of calls.. (tie in from previous) – we need to show our marketing efforts are working
- Sure you can ask, but how often does that work?
- [GA] It can once you integrate with call tracking though.. After auditing several hundred calls, I’ve heard ”Google, ad, map, etc.” I’ve even heard people say direct mail when they clicked a PPC ad. Sure it could have been a combination but wouldn’t it be nice to know with a little more certainty?
- Quick rundown of possible features to look for.. (skip previously mentioned? Expand or slow down for time here) DNI, Email notifications, multiple campaign sources, see where the visitor goes on your site
- Schedule calls to ring different phones, ring multiple phones at once
- Don’t wait
- How? This simple..
- NAP: Name Address Phone Number – critical for local SEO LBLs: Local Business Listings – Yelp, Google Plus, Angies List, Bing, YP, etc. Look at “First time callers”
- Skip the landing page/website, reduces friction
- Wouldn’t it be great to know which of your offline channels are getting the best ROI? Underused for small companies Attribution can show how offline and online connect
- If you are investing even a few hundred dollars/month – knowing which keywords are driving calls will pay for itself within weeks.
- Only reporting at aggregate, not granular. Can’t optimize by time of day, day of week, location, etc.
- Remember: w/o keyword level tracking you can’t import your lead data into AdWords If you have multiple numbers or locations, you will need to create a keyword pool for each. In my case, I had about 30 locations with 40 different numbers – so there was a lot of set up.
- Decide on call duration to achieve goal (60 sec, 2min) – could be qualified lead, customer, etc.
- Create goal based on call events that are getting imported. Easy: just a few words to type in
- Remember: w/o keyword level tracking you can’t import your lead data into AdWords Side note: importing used to take up to 72 hours, now takes max of 9 hours.
- Calls convert at higher rate, more engaged, less likely to lose to competitors