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.
MAKING THE CALL:
Call Tracking for PPC

Presenters:

» Amanda West-Bookwalter of Hanapin Marketing
» Angelo Tsakonas of If...
Presenters
• Amanda West – Bookwalter
–
–
–
–

Account Manager
Speaker at SMX East
Speaker at HeroConf
@amanda_westbook

•...
The Topic

Making The Call
Join the Conversation
•

Include the hashtag #thinkppc in your Twitter tweets.

•

Or use the webinar question box to send...
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A.
B.
C.
D.

Less than 1 year
1-3 years
3-5 years
5+ years
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a)
b)
c)
d)

I manage it myself.
I’m part of a team tha...
Live Poll Question #3
Do you provide a phone number in your PPC ads or
landing page for people to call?
#thinkppc
a) Yes
b...
Call Tracking: What Is It?
SEO and PPC

Email Marketing

Your Website

Social Media

800-555-1111

800- 5552222

555-3333
...
Do you Need Call Tracking?

?
What Level of call tracking do You Need?
Lump All Leads/Sales Together
To Measure PPC?

Separate lead/sale
values or types...
Which Leads Are Most Valuable to Sales?
Integrate Call Extensions
• Set-up click-to-calls for mobile with your tracking #
for proper mobile PPC optimizations
• Bu...
Calls Are Very Important in Mobile Search

70% of mobile searchers call a business
directly from search results.

61% of m...
PPC and Call Tracking

Understand
which PPC
keywords, ads,
and landing pages
generate phone
calls
Call Tracking Reports
CRM Integration to Track ROI
Google Universal Analytics
A/B Testing PPC Landing Pages for Call Tracking
> Test which PPC landing page variation generates more phone leads
and rev...
Turn Web Conversions into Fast Phone Calls
When a lead fills out your form

a call is made to your agents

A lead is 22x m...
Give Your Keywords Full Credit
• Track at the keyword level
• Get the raw search query, the keyword matches, the
source, a...
Call Tracking Leads
If You Score Web
Leads Before Passing
to Sales…

Why Not Phone
Leads?
Score and Qualify Phone Leads with IVR
Interactive
Voice
Response

Marketing drives phone leads.

Enables a caller to inte...
How to Utilize an IVR
• Allows callers to self-select what type of lead/sale
they are
• Gives the phone operator insight i...
Route Call from PPC to Right Agent Right Away

> > Route to agent’s phones: home, office, cell,
softphone, Skype
> > Ring ...
Not All Call Tracking Vendors Are Created Equal
Be sure to ask any call tracking vendor if they offer:
•
•
•
•
•
•

Full a...
Need Help?
Would you like help with your PPC accounts and
management?
I’m interested in:
o FREE Solutions Blueprint: We lo...
Live Q&A Time!
Have more questions?
Thank you for attending our Call Tracking webinar!

•

Get a free Solutions Blueprint from Hanapin Ma...
Upcoming SlideShare
Loading in …5
×

Webinar "Making the Call"

1,721 views

Published on

Hanapin does a webinar with Ifbyphone discussing call tracking in PPC

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Webinar "Making the Call"

  1. 1. MAKING THE CALL: Call Tracking for PPC Presenters: » Amanda West-Bookwalter of Hanapin Marketing » Angelo Tsakonas of Ifbyphone
  2. 2. Presenters • Amanda West – Bookwalter – – – – Account Manager Speaker at SMX East Speaker at HeroConf @amanda_westbook • Angelo Tsakonas – Product Manager – Search Marketing Team Lead – @gelo_us
  3. 3. The Topic Making The Call
  4. 4. Join the Conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  5. 5. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years
  6. 6. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed.
  7. 7. Live Poll Question #3 Do you provide a phone number in your PPC ads or landing page for people to call? #thinkppc a) Yes b) No c) Not yet, but we are planning to
  8. 8. Call Tracking: What Is It? SEO and PPC Email Marketing Your Website Social Media 800-555-1111 800- 5552222 555-3333 555-4444 Content Syndication White Papers Tradeshows Webinars 555-5555 555-6666 555-7777 555-8888
  9. 9. Do you Need Call Tracking? ?
  10. 10. What Level of call tracking do You Need? Lump All Leads/Sales Together To Measure PPC? Separate lead/sale values or types No strict CPA or ROAS goals, just volume goals Lots of in-depth optimizations Strict ROAS or CPA Goals Management is more top level with few indepth optimizations 1 # for each account 1 # for each campaign or ad group Keyword level tracking
  11. 11. Which Leads Are Most Valuable to Sales?
  12. 12. Integrate Call Extensions • Set-up click-to-calls for mobile with your tracking # for proper mobile PPC optimizations • Buy specific static numbers from your vendor to input into your extensions. Assign these to specific ad groups for insight into ad group extension performance. Try only picking the ad groups with the most mobile click-to-call contacts.
  13. 13. Calls Are Very Important in Mobile Search 70% of mobile searchers call a business directly from search results. 61% of mobile searchers say it’s important that businesses give them a phone number to call. 33% of mobile searchers said they would be less likely to refer a brand to others if it didn’t offer an option to call. Source: Google and Ipsos Research Study, September 2013
  14. 14. PPC and Call Tracking Understand which PPC keywords, ads, and landing pages generate phone calls
  15. 15. Call Tracking Reports
  16. 16. CRM Integration to Track ROI
  17. 17. Google Universal Analytics
  18. 18. A/B Testing PPC Landing Pages for Call Tracking > Test which PPC landing page variation generates more phone leads and revenue
  19. 19. Turn Web Conversions into Fast Phone Calls When a lead fills out your form a call is made to your agents A lead is 22x more likely to convert if contacted within 5 minutes of filling out a web form Get them on the phone fast by triggering a call to your agent and to the lead
  20. 20. Give Your Keywords Full Credit • Track at the keyword level • Get the raw search query, the keyword matches, the source, and the keyword type for each call • Count each call as a conversion when measuring leads, integrate with PPC data for optimizations
  21. 21. Call Tracking Leads If You Score Web Leads Before Passing to Sales… Why Not Phone Leads?
  22. 22. Score and Qualify Phone Leads with IVR Interactive Voice Response Marketing drives phone leads. Enables a caller to interact with an automated menu via telephone keypad or voice recognition. Callers are sent to an IVR to answer qualifying questions. High-scoring calls connect with sales. Others can go to voicemail.
  23. 23. How to Utilize an IVR • Allows callers to self-select what type of lead/sale they are • Gives the phone operator insight into what the caller is calling in about to better assist them • Shows PPC managers what kind of calls are being generated without listening to every call.
  24. 24. Route Call from PPC to Right Agent Right Away > > Route to agent’s phones: home, office, cell, softphone, Skype > > Ring agents simultaneously or sequentially > > Route to top-performing agents first > > Route based on your business hours > > Route by PPC ad campaign > > Route by product line
  25. 25. Not All Call Tracking Vendors Are Created Equal Be sure to ask any call tracking vendor if they offer: • • • • • • Full attribution down to the keyword level The ability to track SEO as well as PPC Customizable session times Negative keyword matching Real-time reporting Customizable phone routing options once the call comes in • Integrations with web analytics, CRM, and bid management technologies • Support from Google-certified experts
  26. 26. Need Help? Would you like help with your PPC accounts and management? I’m interested in: o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend). o Save $250 on Ifbyphone's call tracking! Call Ifbyphone at 877-975-8507 by December 1, 2013 to sign up for our Interact Package and we'll waive the $250 startup fee. Please be sure to mention "PPC Webinar". o Both: Can’t choose? That’s ok! You can have them both! o None: It’s okay if you’re not interested, we are glad that you joined us!
  27. 27. Live Q&A Time!
  28. 28. Have more questions? Thank you for attending our Call Tracking webinar! • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mowebinar! Thank you for attending our Clinic in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-signup Get a free Solutions Blueprint from Hanapin Marketing at • • Save $250 on Ifbyphone's call tracking! Call Ifbyphone (for877accounts December $20K/mo in ad up for 975-8507 bygreater than 1, 2013 to signspend): our Interact http://www.hanapinmarketing.com/solutions-blueprint-sign-up Package and we'll waive the $250 startup fee. Please be sure to • mentionus at #thinkppc with your feedback or questions Tweet "PPC Webinar". Or Contact us Directly: • • Tweet us at #thinkppc with your feedback or questions • Webinar Feedback: • Or Contact us Directly: marketing@hanapinmarketing.com • Hanapin Marketing: marketing@hanapinmarketing.com • Ifbyphone: sgriffiths@ifbyphone.com

×