This document discusses how AI and call intelligence can help drive more revenue from paid search. It notes that mobile search now drives billions of calls annually, and calls convert to revenue at 15x the rate of digital conversions. AI can provide real-time attribution and closed-loop reporting for call conversions to optimize bidding. It can also analyze calls to identify existing vs new customers and inform post-call experiences. Using AI in this way can decrease call acquisition costs by 41% according to one client. The document promotes an AI solution that can detect predefined call outcomes out of the box or be customized for specific brands.

1. Drive More Revenue
from Paid Search with
AI + Call Intelligence
Julia Stead, VP Marketing

2. 134%
57%
Paid search is now mobile first.
57%
SEARCHES ARE
NOW MOBILE
134%
YOY GROWTH IN
MOBILE SEARCH AD
SPENDSource: BIA Kelsey 2016

3. Mobile search drives BILLIONS of calls.
65%
of consumers would
rather contact a
business by phone
than filling out a form
Source: BIA Kelsey 2016, Invoca The State of Mobile Experience, 2016
0
10
20
30
40
50
60
70
2016 2017 2018 2019 2020
Calls from Mobile Search

4. Digital Conversion
For high consideration
purchases, it’s frustrating to
provide enough details and
get answers via a form.
Call Conversion
The easiest, most effective
way to communication is a
call.
Which journey do your customers prefer?

5. Optimizing for calls is hard.
Getting real-time, closed loop attribution for call conversions has basically been
impossible.
Focus has been on optimizing spend for digital conversions – at the expense of
the massive revenue potential driven from calls.
15xrate at which calls convert
into revenue compared to
digital conversions.

6. Until now.

7. Artificial Intelligence is Transforming
Consumer Engagement.
81% of leading marketers agree that capability in
machine learning will be critical to provide
personalized experiences along the customer
journey.
Enter AI.

8. How it works.

9. How it works.
Signal met

10. Challenges That
AI Solves

11. Challenge:
Zero visibility into conversions from call only
campaigns
• Relying on call duration as
conversion proxy = not accurate

12. Solution:
• Set up Signals to identify when a
conversion occurs – a quote
inquiry completed, a new policy
purchased, etc.

13. • This data is pushed back into
AdWords in real time.

14. Challenge:
Tying calls back to actual
conversions, in a timely
manner. Closing that loop in
a reasonable timeframe, to
optimize bidding and spend
strategy.

15. Solution:
• Leverage AI to determine when a
conversion occurs, in real time,
and push that data back into
AdWords
• Immediately optimize bid strategy
for call conversions, reducing
wasted spend on non-converting
keywords

16. Challenge:
Optimizing for acquisition - determining purchase vs customer inquiry
calls and optimizing bid strategy to drive new customers.
Existing customer
filing a claim
New customer
policy purchase
-$
$$$

17. Solution:
• Leverage voice insights from
each call to determine whether
the caller is an existing customer.
• Pass this data back to AdWords
to inform bid strategy.

18. Challenge:
Creating a more relevant post-call
digital experience:
Should you be retargeting, or
suppressing, based on what happened
during the call?

19. analyzes data and the
conversation to segment calls
Leverage that audience
to create follow-up action
Build audiences
Solution:
Use Signals for Better Targeting and Personalization
Quote – Hot Prospect
Phone Purchase
Retarget in Google Display network
Suppress Paid Search Ads

20. “By identifying client calls and then applying
machine learning bidding strategies in DoubleClick
search, we were able to decrease the average
CPA of a call by 41%. This is a significant
increase in bidding efficiency.”
~ Global Professional Services Client

21. Out of the Box Voice AI for Every Marketer.
HOME SERVICES INSURANCE LENDING
TELECOM TECHNOLOGY AUTOMOTIVE
GENERAL
Appointment Scheduled
Lead Generated
New Customer Activation
Purchase Made
Quote Inquiry
Auto Quote Inquiry
Home Quote Inquiry
Policy Purchased
Claim Filed
Purchase Made
Quote Inquiry
Promotion Mentioned
Gathering Product Info
Purchase Made
Quote Inquiry
Appointment Scheduled
Appointment Scheduled
New Car Inquiry
Used Car Inquiry
Quote Placed
Home Mortgage Inquiry
Mortgage Loan Quote Inquiry
Home Refinance Inquiry

22. “Build Your Own” Voice AI for
Sophisticated Brands.
Collect
Training Data
Convert
Speech to Text
Train Predictive
Classifiers
Validate and Test Provide Feedback
and Refine

23. Learn more:
Invoca.com/demo