&
#CallTracking
Brought to you by:
www.wordstream.com/learn
How Savvy PPC Advertisers Generate
High-Quality Phone Call Lea...
www.wordstream.com/learn
Want to get smart in paid search?
#CallTracking
Ben Kasdon
Director of Product, WordStream
Meet The Experts
Jeff Braislin
Sr. Product Marketing Manager, Marchex
#CallTrac...
Agenda
•Go mobile to get more calls
•Measure your calls
•Dynamic phone number insertion
•Keyword-level call tracking
•Unde...
Poll: How much do you value phone calls?
#CallTracking
a) Phone calls are the most important lead
source for my business
b...
Calls to businesses are
worth, on average, 3x more
than clicks to websites!
#CallTracking
Calls Generate Quality Leads
65% of business consider phone calls to
be their highest quality lead source!
#CallTracking
Analysis Paralysis!
#CallTracking
a) Through a call analytics provider
b) Using the basic call tracking
provided by my search engine
c) By surveying my call...
Go mobile.
#CallTracking
0
10
20
30
40
50
60
70
Made a purchase from
a business in-store
Called the business Made a purchase from
a business online...
In 2015, click-to-call from mobile search
will produce more than 50 BILLION calls.
2009 2010 2011 2012 2013 2014 2015
Annu...
Woah! A Call Button.
#CallTracking
Call Extensions Change Everything
4. Captured Lead
2. Calls Business
2. Clicks On Ad
3% Avg.
Conversion
Rate
1. Sees Ad 1....
Smartphone users are
more likely to explore other
brands when they are
unable to call directly from
the search results.
#C...
Set Up Call Extensions
#CallTracking
Measure your calls.
#CallTracking
Calls Generate Lots of Conversions
43% of all
search-related
conversions
happen over the
phone.
#CallTracking
If you are not measuring
calls, you may be
underreporting your success!
#CallTracking
Search Call Sources
#CallTracking
1. Online (Mobile): Click on mobile ad phone number
2. Online (Mobile): Click on mobile ...
The majority of
search calls CANNOT
be tracked using
analytics provided by
your search engine.
#CallTracking
The solution!
#CallTracking
Common Call Tracking Methods
#CallTracking
But these methods
can be expensive,
take a lot of manual
work, and are prone
to costly errors.
#CallTracking
Keyword-Level Call Tracking and
Dynamic Phone Number Insertion
• Less expensive
• Automated/less manual work
• Beyond camp...
Marchex Call Analytics
An industry-leading data
platform that improves paid
media efficiencies for agency
clients by 20%+
...
How it Works
#CallTracking
PROBLEM
SEM firm managing search campaigns
for a home services client was only
tracking online form appointments —
results...
Stop paying for bad calls.
#CallTracking
Lots of Suspicious Calls…
#CallTracking
Lots of Accidental Calls…
48%
52%
74%
88%
52%
48%
26%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Voice Search Directo...
Lots of Spam Calls…
January 2012 April 2013 July 2013
Calls blocked (Millions)
Blocked Call %
October 2013
Marchex Clean C...
Call DNA
• Extract insights from ad-driven
calls
• Quickly understand consumer
intent and call quality from ad
campaigns
•...
65,911 calls from 1,432 accounts in 2013
Wrong #
2%
VoiceMail
4%
Hold Time
Abandon
4%
Hangup
17%
Short
Conversation
13%
Co...
Keyword:
Hotel Suite
Desktop
Ad
Landing
Page
Thank
You
WebsiteWebsite
Website
Keyword Attribution:
Conversion
Marchex Call...
Keyword:
Hotel Suite
Mobile
Ad ??
Keyword Attribution:
Conversion
Keyword:
Hotel Suite
Desktop
Ad
Landing
Page
Thank
You
W...
Marchex Call Analytics provides clients with first-of-its kind
click-to-call conversion transparency.
Mobile
Ad
Call
IVR
K...
Marchex Call Analytics helped advertiser increase new
customer calls & decrease cost per acquisition.
Call
Volume
CPA
Call...
Next Steps
• Set up call extensions
• Use call tracking on ads and dynamic number insertion on
landing pages
• Track calls...
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pa...
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How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]

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FACT: You do not know where half of your paid search conversions are coming from.

It’s true! 43% of all search conversions come from a phone call, not a click, an action which cannot be tracked through your search engine’s analytics! Thankfully phone calls make great leads – they are worth 3x more than clicks. But if you can’t track the origin of your calls, you will never know how to structure your campaigns to generate the most leads and conversions!

Join call tracking and mobile optimization experts from Marchex and WordStream and learn how to:

-Unlock the full value of PPC by tracking phone call leads and conversions
-Attribute phone call conversions down to the exact keyword
-Reduce the number of spam and accidental calls freeing up PPC budget
-Edge out your competitors’ ads on mobile to boost your conversion rate

For more information, visit www.wordstream.com

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How Savvy PPC Advertisers Generate Phone Call Leads [Webinar]

  1. 1. & #CallTracking Brought to you by: www.wordstream.com/learn How Savvy PPC Advertisers Generate High-Quality Phone Call Leads
  2. 2. www.wordstream.com/learn Want to get smart in paid search? #CallTracking
  3. 3. Ben Kasdon Director of Product, WordStream Meet The Experts Jeff Braislin Sr. Product Marketing Manager, Marchex #CallTracking
  4. 4. Agenda •Go mobile to get more calls •Measure your calls •Dynamic phone number insertion •Keyword-level call tracking •Understanding call quality •Next steps/best practices #CallTracking
  5. 5. Poll: How much do you value phone calls? #CallTracking a) Phone calls are the most important lead source for my business b) Phone calls are a very valuable lead source c) Phone calls are somewhat valuable d) Phone calls are not an important lead source for my business
  6. 6. Calls to businesses are worth, on average, 3x more than clicks to websites! #CallTracking
  7. 7. Calls Generate Quality Leads 65% of business consider phone calls to be their highest quality lead source! #CallTracking
  8. 8. Analysis Paralysis! #CallTracking
  9. 9. a) Through a call analytics provider b) Using the basic call tracking provided by my search engine c) By surveying my calls d) I don’t track calls Poll: So, how do you currently track calls? #CallTracking
  10. 10. Go mobile. #CallTracking
  11. 11. 0 10 20 30 40 50 60 70 Made a purchase from a business in-store Called the business Made a purchase from a business online Visited the website of a business A phone call is the most common response from a mobile search. 61% 36% 22% 54% Mobile Search Generates Tons of Calls #CallTracking
  12. 12. In 2015, click-to-call from mobile search will produce more than 50 BILLION calls. 2009 2010 2011 2012 2013 2014 2015 AnnualCallsinMillions PCs Mobile Devices Calls from Mobile Search Mobile Search Will Continue to Generate Tons of Calls #CallTracking 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0
  13. 13. Woah! A Call Button. #CallTracking
  14. 14. Call Extensions Change Everything 4. Captured Lead 2. Calls Business 2. Clicks On Ad 3% Avg. Conversion Rate 1. Sees Ad 1. Sees Ad 3. Visits Website Landing Page 3. Lead Captured! Desktop Search Conversion Funnel Mobile Search Conversion Funnel 10% increase in CTR for PPC ads with a phone number. #CallTracking
  15. 15. Smartphone users are more likely to explore other brands when they are unable to call directly from the search results. #CallTracking
  16. 16. Set Up Call Extensions #CallTracking
  17. 17. Measure your calls. #CallTracking
  18. 18. Calls Generate Lots of Conversions 43% of all search-related conversions happen over the phone. #CallTracking
  19. 19. If you are not measuring calls, you may be underreporting your success! #CallTracking
  20. 20. Search Call Sources #CallTracking 1. Online (Mobile): Click on mobile ad phone number 2. Online (Mobile): Click on mobile landing page phone number 3. Offline (Desktop): Call to PPC ad phone number 4. Offline (Desktop): Call to PPC landing page phone number
  21. 21. The majority of search calls CANNOT be tracked using analytics provided by your search engine. #CallTracking
  22. 22. The solution! #CallTracking
  23. 23. Common Call Tracking Methods #CallTracking
  24. 24. But these methods can be expensive, take a lot of manual work, and are prone to costly errors. #CallTracking
  25. 25. Keyword-Level Call Tracking and Dynamic Phone Number Insertion • Less expensive • Automated/less manual work • Beyond campaign level, down to the keyword • More data means more accuracy #CallTracking
  26. 26. Marchex Call Analytics An industry-leading data platform that improves paid media efficiencies for agency clients by 20%+ #CallTracking
  27. 27. How it Works #CallTracking
  28. 28. PROBLEM SEM firm managing search campaigns for a home services client was only tracking online form appointments — results were below expectations. SOLUTION Suspecting customers wanted to talk before setting an appointment, the agency started tracking phone calls. Increase in search ad budget to drive calls - while maintaining ROI targets — as a result they delivered 100% more leads. 22%RESULTS #CallTracking Case Study Search Marketing Agency Uses Call Analytics to Deliver 100% More Leads to Client
  29. 29. Stop paying for bad calls. #CallTracking
  30. 30. Lots of Suspicious Calls… #CallTracking
  31. 31. Lots of Accidental Calls… 48% 52% 74% 88% 52% 48% 26% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Voice Search Directories Display CallVolume Customer Service or Accidental Phone Calls New Prospect or Sale #CallTracking
  32. 32. Lots of Spam Calls… January 2012 April 2013 July 2013 Calls blocked (Millions) Blocked Call % October 2013 Marchex Clean Call blocked 61 MILLION spam calls. Seasonal Trends We estimate 1.5 billion spam calls during presidential elections alone. Call Spammers Spam calls are growing. 162% increase from 2013 to 2014. Call Tracking Numbers 15% of call tracking numbers are “dirty”, they receive more calls than average. #CallTracking
  33. 33. Call DNA • Extract insights from ad-driven calls • Quickly understand consumer intent and call quality from ad campaigns • Identify call patterns at scale to identify conversions #CallTracking
  34. 34. 65,911 calls from 1,432 accounts in 2013 Wrong # 2% VoiceMail 4% Hold Time Abandon 4% Hangup 17% Short Conversation 13% Conversation 55% #CallTracking Use Call DNA to Assess Call Quality
  35. 35. Keyword: Hotel Suite Desktop Ad Landing Page Thank You WebsiteWebsite Website Keyword Attribution: Conversion Marchex Call Analytics solves a major problem with mobile click-to-call search. There are many tools to measure desktop search conversions, yet… #CallTracking
  36. 36. Keyword: Hotel Suite Mobile Ad ?? Keyword Attribution: Conversion Keyword: Hotel Suite Desktop Ad Landing Page Thank You WebsiteWebsite Website Keyword Attribution: Conversion Marchex Call Analytics solves a major problem with mobile click-to-call search. There are many tools to measure desktop search conversions, yet… #CallTracking
  37. 37. Marchex Call Analytics provides clients with first-of-its kind click-to-call conversion transparency. Mobile Ad Call IVR Keyword Level Tracking 1 2 3 Keyword: Hotel Suite Keyword Attribution: Conversion Keyword: Hotel Suite Desktop Ad Landing Page Thank You WebsiteWebsite Website Keyword Attribution: Conversion #CallTracking
  38. 38. Marchex Call Analytics helped advertiser increase new customer calls & decrease cost per acquisition. Call Volume CPA Call Volume CPA Call Volume CPA Change Home Security 480 $440 980 $384 104% -15% Security Systems 280 $536 360 $411 28% -23% Security Cameras 90 $1184 110 $661 22% -44% Alarm Systems 10 $1500 130 $234 1200% -84% 810 $915 1580 $423 95% -54% BEFORE AFTER DELTA4 Keywords from a Home Security Campaign Total Calls/ CPA New Customer Calls Up 95%, CPA Down 54% #CallTracking
  39. 39. Next Steps • Set up call extensions • Use call tracking on ads and dynamic number insertion on landing pages • Track calls to the keyword level, not just the campaign • Evaluate keyword performance • Evaluate call quality • Block suspicious calls • Optimize PPC budget to drive more of your highest quality calls #CallTracking
  40. 40. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages #CallTracking

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