Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Call Strategy By Susan Waldes


Published on

From the SMX East 2014 Conference in New York City, NY. SESSION: What SEMs Should Be Doing With Mobile . PRESENTATION: Mobile Call Strategy - Given by Susan Waldes, @SuzyVirtual, SVP Client Services - Five Mill. #SMX #22C

Published in: Mobile
  • Be the first to comment

  • Be the first to like this

Mobile Call Strategy By Susan Waldes

  1. 1. Mobile Call Strategy Susan Waldes, SVP Client Services at Five Mill SMX East NYC Oct 1st 2014 #SMX #22C @suzyvirtual
  2. 2. Mobile Conversions 3 Main Mobile Conversions @suzyvirtual #SMX #22C
  3. 3. Mobile Ad Call Adoption @suzyvirtual #SMX #22C research-studies.pdf
  4. 4. Mobile Local Ad Call Adoption @suzyvirtual #SMX #22C call_research-studies.pdf
  5. 5. Volume of Mobile Calls @suzyvirtual #SMX #22C call_research-studies.pdf *Sept, 2013
  6. 6. Mobile Device Call Adoption 100% of mobile device users use their mobile device to make phone calls. @suzyvirtual #SMX #22C Says me right now. Duh.
  7. 7. Phone Conversions and Marketing Are Not New @suzyvirtual #SMX #22C
  8. 8. Call Based Transactions @suzyvirtual #SMX #22C • Getting a plumber • Scheduling a doctors appointment- • Retaining an attorney • Making a dinner reservation • Ordering a taxi • Booking a hotel . A whole economic sector built on digital execution of traditionally phone-based transactions
  9. 9. Traditional Call Marketing • Local – Yellow Pages, Radio • Lead Gen – Direct Mail, TV • Commerce – the Direct Mail catalog Inbound calls by marketers are not “new” – mobile inbound calls driven by digital marketers are “new” @suzyvirtual #SMX #22C
  10. 10. Volume of Mobile Calls @suzyvirtual #SMX #22C
  11. 11. Why Do People Call? Don’t screw these 3 factors up @suzyvirtual #SMX #22C multiscreen/pdf/multi-screen-moblie-whitepaper_ research-studies.pdf
  12. 12. Ad Text @suzyvirtual #SMX #22C • Mobile preferred ad! – Use a mobile based CTA – Most important stuff in D1 – Use less than 60 characters in ad body – Consider different intent – fast, always on call, help YOU
  13. 13. Call Extension Google Search Partners @suzyvirtual #SMX #22C Call & Website Call Only
  14. 14. Call Extension • Use a Google forwarding number! • Consider “call only” or call and site • Think about your scheduling • Consider different numbers for mobile and desktop • Set the right duration for a “conversion” @suzyvirtual #SMX #22C
  15. 15. On The Mobile Page @suzyvirtual #SMX #22C • Create an AdWords conversion for on-page mobile calls • Use a phone number above the fold (or call button) • If ecomm consider using a “speakable” product ID
  16. 16. On The Phone @suzyvirtual #SMX #22C • Use an IVR • This is your other “landing page” • Consider multiple scripts/ funnels/experiences • Create a communication bridge with sales/customer service team
  17. 17. Optimize - Columns @suzyvirtual #SMX #22C • Use your call columns reporting (to ad group) • Device segments: below avg pos 2 on mobile means below the fold • Consider SKAGs
  18. 18. Optimize - Bidding @suzyvirtual #SMX #22C • You pay for a “click” but the user has to double verify to connect a call
  19. 19. Optimize - Details • The call details report • Pivot for insights • Adjust scheduling • Liaise with call team @suzyvirtual #SMX #22C
  20. 20. Optimize - Experience Call the number(s) @suzyvirtual #SMX #22C yourself
  21. 21. Next Steps – Third Party Analytics • Routing capabilities • Keyword capture • Who (person, dept, extension etc) answered the phone and what happened • Call recordings • Speech recognition @suzyvirtual #SMX #22C
  22. 22. Thank You!!! Susan Waldes, SVP Client Services at Five Mill fivem @suzyvirtual Call us! 415-796-3970