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#SMX #24b @JuliaStead
Julia Stead, Dir. of Demand Gen, Invoca
BEYOND THE CLICK:
How to Drive Better ROI and More
Revenue W...
#SMX #24b @JuliaStead
The world has gone mobile…
EMAIL
51% of Emails are
Opened on Mobile
SEARCH
Mobile Search to
Overtook...
#SMX #24b @JuliaStead
And it’s changing consumer behavior
vs.
This is a computer.
This is a phone.
….and it’s changing con...
#SMX #24b @JuliaStead
Search conversion points have shifted
61%
of mobile searches result in
a call
70+ Billion
inbound ca...
#SMX #24b @JuliaStead
66% of advertisers consider calls the most
valuable type of lead
#SMX #24b @JuliaStead
Calls are driving a HUGE amount of revenue
Calls convert at a much higher rate than web leads.
1-2%
...
#SMX #24b @JuliaStead
“57% of sales teams prefer receiving inbound
calls to web leads, but only 22% of marketers
use PPC c...
#SMX #24b @JuliaStead
Mobile Basics: Optimizing for Calls
Basics: Click-to-call ads
•  Including a phone number increases ...
#SMX #24b @JuliaStead
Mobile Basics: Optimizing for Calls
Must-haves:
•  Always add numbers on landing pages, forms
•  Inc...
#SMX #24b @JuliaStead
70% of our calls from paid search come from a landing page,
not the ad.
31%
69%
Call directly from a...
#SMX #24b @JuliaStead
Mobile Basics: Optimizing for Calls
Don’t have a mobile optimized site yet
and are worried about dri...
#SMX #24b @JuliaStead
You may be surprised…
White papers drive
10% of our calls.
58%23%
10%
3%
3% 3%
Web
Content
Product
O...
#SMX #24b @JuliaStead
Without insight into call conversions……
Marketers are at risk of optimizing against themselves.
Digi...
#SMX #24b @JuliaStead
With calls, quality has a huge impact on ROI and revenue.
#SMX #24b @JuliaStead
Checklist for optimization
ü  Are your campaigns driving prospect vs customer service calls?
- Set ...
#SMX #24b @JuliaStead
Track calls the same as online conversions
Real-time
call data
Ø  Calls come in, leads created in r...
#SMX #24b @JuliaStead
How call intelligence has changed SEM at Invoca
[CATEGOR
Y NAME],
[VALUE]
[CATEGOR
Y NAME]
[VALUE]
C...
#SMX #24b @JuliaStead
Close the loop on ROI
Track all call leads from PPC as they progress through the funnel
Look at oppo...
#SMX #24b @JuliaStead
Close the loop on ROI
ü  Which keywords, products or
services are driving revenue?
- Modify your ke...
#SMX #24b @JuliaStead
We’re getting credit for more pipeline
Over last 3 months,
calls drove 67% of
pipeline generated
fro...
#SMX #24b @JuliaStead
Drive a more targeted cross-channel experience
Ø  Get real-time data synced into your sales and bid...
#SMX #24b @JuliaStead
•  Deliver a better mobile experience by letting your prospects call
•  Get full credit for the ROI ...
#SMX #24b @JuliaStead
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Beyond The Click: How to Drive Better ROI and More Revenue With Call Intelligence

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Attribution Beyond The Last Click. PRESENTATION: BEYOND THE CLICK: How to Drive Better ROI and More Revenue With Call Intelligence - Given by Julia Stead, @juliastead, Director of Demand Generation - Invoca. #SMX #24B

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Beyond The Click: How to Drive Better ROI and More Revenue With Call Intelligence

  1. 1. #SMX #24b @JuliaStead Julia Stead, Dir. of Demand Gen, Invoca BEYOND THE CLICK: How to Drive Better ROI and More Revenue With Call Intelligence
  2. 2. #SMX #24b @JuliaStead The world has gone mobile… EMAIL 51% of Emails are Opened on Mobile SEARCH Mobile Search to Overtook Desktop Search in 2015 ADS Mobile Ad Spending Growing at 3x Non-Mobile Digital Spending SOCIAL 100% of Facebook’s Revenue Growth is Coming from Mobile
  3. 3. #SMX #24b @JuliaStead And it’s changing consumer behavior vs. This is a computer. This is a phone. ….and it’s changing consumer behavior
  4. 4. #SMX #24b @JuliaStead Search conversion points have shifted 61% of mobile searches result in a call 70+ Billion inbound calls via mobile search by 2016 Conversions from search have shifted
  5. 5. #SMX #24b @JuliaStead 66% of advertisers consider calls the most valuable type of lead
  6. 6. #SMX #24b @JuliaStead Calls are driving a HUGE amount of revenue Calls convert at a much higher rate than web leads. 1-2% for clicks 30-50% for calls Calls are driving a HUGE amount of revenue
  7. 7. #SMX #24b @JuliaStead “57% of sales teams prefer receiving inbound calls to web leads, but only 22% of marketers use PPC call extensions.”
  8. 8. #SMX #24b @JuliaStead Mobile Basics: Optimizing for Calls Basics: Click-to-call ads •  Including a phone number increases click through rates by 6-8% •  70% of mobile searchers have used the call button
  9. 9. #SMX #24b @JuliaStead Mobile Basics: Optimizing for Calls Must-haves: •  Always add numbers on landing pages, forms •  Include all types of offers (eBooks, Social Pages, etc) •  Use mobile-responsive landing pages
  10. 10. #SMX #24b @JuliaStead 70% of our calls from paid search come from a landing page, not the ad. 31% 69% Call directly from ad (Call Extensions) Call from landing page You may be surprised…
  11. 11. #SMX #24b @JuliaStead Mobile Basics: Optimizing for Calls Don’t have a mobile optimized site yet and are worried about driving prospects to a poor mobile experience? Test out Call-only ads
  12. 12. #SMX #24b @JuliaStead You may be surprised… White papers drive 10% of our calls. 58%23% 10% 3% 3% 3% Web Content Product Offer Whitepaper eBook Blog Other
  13. 13. #SMX #24b @JuliaStead Without insight into call conversions…… Marketers are at risk of optimizing against themselves. Digital Attribution ü Clear Conversion Data ü Claim Credit for Results ü Optimize SEM and SEO efforts to get more The “False Negative” v  No Conversion Data v  No Credit for Results v  Cancel campaigns that are driving low digital conversions
  14. 14. #SMX #24b @JuliaStead With calls, quality has a huge impact on ROI and revenue.
  15. 15. #SMX #24b @JuliaStead Checklist for optimization ü  Are your campaigns driving prospect vs customer service calls? - Set appropriate IVR filtering & routing rules to match caller with right recipient ü  What time of day, device (mobile vs landline) and from which regions are they calling from? - Adjust bidding strategy based on time of day, device, and region
  16. 16. #SMX #24b @JuliaStead Track calls the same as online conversions Real-time call data Ø  Calls come in, leads created in real time Ø  All attribution data is captured in a call log in Salesforce, that data is passed in real time to call center/sales rep Ø  Marketing Program/Campaign and caller details are updated in Salesforce and pushed back into Google Analytics & Adwords Link call-in lead back to the keyword, ad group, campaign that drove the call.
  17. 17. #SMX #24b @JuliaStead How call intelligence has changed SEM at Invoca [CATEGOR Y NAME], [VALUE] [CATEGOR Y NAME] [VALUE] Cost/Conversion without calls: $156.52 Cost/Conversion with calls: $104.92 Calls make up 33% of our qualified conversions
  18. 18. #SMX #24b @JuliaStead Close the loop on ROI Track all call leads from PPC as they progress through the funnel Look at opportunity revenue compared to individual SEM program spend (including offer, landing page, keyword), evaluate true ROI. Sync opportunity data (opportunity stage, pipeline, revenue) back to Marketo Pre MQL MQL SQL
  19. 19. #SMX #24b @JuliaStead Close the loop on ROI ü  Which keywords, products or services are driving revenue? - Modify your keyword bidding strategy, ad copy, and landing pages
  20. 20. #SMX #24b @JuliaStead We’re getting credit for more pipeline Over last 3 months, calls drove 67% of pipeline generated from our paid search
  21. 21. #SMX #24b @JuliaStead Drive a more targeted cross-channel experience Ø  Get real-time data synced into your sales and bid management systems Ø  Leverage this offline conversion data for more accurate re-targeting across all digital channels
  22. 22. #SMX #24b @JuliaStead •  Deliver a better mobile experience by letting your prospects call •  Get full credit for the ROI of offline conversions •  Measure call quality, not quantity •  Leverage filtering, routing and retargeting data •  Look beyond conversions – focus on revenue
  23. 23. #SMX #24b @JuliaStead THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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