Example of pull quote messaging
Marchex
KW Attribution for Calls
Travis Fairchild
SVP, Distribution
tfairchild@marchex.com
Marchex is a leading advertising technology company
focused on Mobile and Calls.
= CALLS
100K+Customer scale
400M+Annual c...
3
Components Needed for Keyword Level Attribution for Calls1
5
6
What You Will Learn Today
Insights from Processing 1.5+ B...
4
Example of pull quote messaging
“Keyword Call attribution is a black
box. I need to understand how to
identify mobile co...
5
KW Attribution for Calls is a Black Box
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service ...
6
IVR is the First Call Event to Track
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mob...
7
¾ of all Calls are Customer Service Calls
1
2
“Please Press
1 for Sales.”
“Please press 2 if
you are an existing
custome...
8
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mobile
Ad
Call IVR
1
IVR is the First Ca...
9
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mobile
Ad
Call IVR
1 2
Recording
A Conve...
10
0
0.5
1
1.5
2
2.5
Over Indexed for “Fitness” and “View”
Featured Correlated with Reservations for Major Hotel Chains
11
Example of pull quote messaging
“I need to know the outcome of
phone calls, but we can’t record the
call for legal reas...
12
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mobile
Ad
Call IVR
1 2
Recording
Record...
13
Tracking a Conversation without a Recording
1465,911 calls from 1,432 accounts in 2013
Conversation Quality Varies by Keyword
15
Example of pull quote messaging
“I work with 20 publishers who
serve billions of impressions, I bid
on thousands of key...
16
Tying Call Events Back to Keyword
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mobil...
17
KW 1
KW 2
KW 3
KW 4
KW 5
KW 6
KW 7
KW 8
KW …
KW …
KW 1,000
Dynamic KWLT for Tail, CTN for Head
18
New Customer, Quality Conversation
3
Desktop
Ad
Landing
page
Web
site
Check
out
Click
Car Service
Call
Car Service Mobi...
19
Example of pull quote messaging
Results Are Dramatic
20
# of Quality Calls 30 Days Before and After
48
28
4 1
98
36
11 13
0
20
40
60
80
100
120
Homesecurity Security
Systems
S...
21
$440
$536
$1184
$1500
$384 $411
$661
$234
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
Homesecurity Security
Syst...
22
Example of pull quote messaging
Optimization
23
0
100
200
300
400
500
600
0%
5%
10%
15%
20%
25%
30%
35%
40%
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm...
24
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Conversions Generated By Hour of Day
Q1 2014
0
5000
1000...
25
Example of pull quote messaging
“I need to favor local agents vs. the
national call center based on
location of caller,...
26
National Avg. CPC
$47.32
State Avg. CPC
$62.17
National Avg. Position
2.3
State Avg. Position
5.4
National Quality Scor...
27
“Please Enter Your
Zip Code”
National Call Center Local Agents
Dynamic
IVR Data
Geo-Target the Call from National Campa...
28
Components Needed for Keyword Level Attribution for Calls1
• IVR
• Recording, Call DNA or Conversion Information
• Sing...
29
Example of pull quote messaging
Marchex
KW Attribution for Calls
Travis Fairchild
SVP, Distribution
tfairchild@marchex....
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Sponsor Lunch Presentation - Generating, Measuring and Optimizing Mobile Phone Calls from Search

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As mobile device usage rises, so does the number of phone calls into businesses coming from Search. With the majority of phone call content being a “black box”, how do you know which keywords are converting for your search program? Travis Fairchild, Senior Vice-President of Distribution for Marchex, will discuss how to evaluate consumer intent at the keyword level with the goal of lowering lead generation costs for phone calls. In this session you will learn:

- Best practices for call based ads
- Spam and misdial prevention
- How to optimize phone calls at the keyword level
- How to leverage post-call data in your search campaigns

Travis Fairchild, Vice President of Media and Distribution, Marchex

Travis leads the Marchex search team, publisher network, and overall media buying strategy. Travis also oversees the distribution of customer advertising across the company’s mobile and online partner sites. Travis has managed digital media lead generation for Fortune 100 advertisers in verticals such as insurance, cable and satellite TV, travel and home services for more than 10 years. Prior to Marchex, Travis co-founded the browser based technology company, Echospace, and assisted Internet start-ups to raise angel and institutional capital. Travis holds an MBA from the University of Washington.

Published in: Marketing, Technology, Business
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Sponsor Lunch Presentation - Generating, Measuring and Optimizing Mobile Phone Calls from Search

  1. 1. Example of pull quote messaging Marchex KW Attribution for Calls Travis Fairchild SVP, Distribution tfairchild@marchex.com
  2. 2. Marchex is a leading advertising technology company focused on Mobile and Calls. = CALLS 100K+Customer scale 400M+Annual call connections 30Patents granted & pending 420 / 50%Employees / % in Product & Engineering roles $175M+2014 Revenue estimate; profitable and debt free MCHXPublicly traded on Nasdaq
  3. 3. 3 Components Needed for Keyword Level Attribution for Calls1 5 6 What You Will Learn Today Insights from Processing 1.5+ Billion Phone Calls2 Search Optimization Strategies for Calls3
  4. 4. 4 Example of pull quote messaging “Keyword Call attribution is a black box. I need to understand how to identify mobile conversions so my team can leverage mobile search to drive sales.” Bridgestone, VP of of Marketing
  5. 5. 5 KW Attribution for Calls is a Black Box 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad
  6. 6. 6 IVR is the First Call Event to Track 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1
  7. 7. 7 ¾ of all Calls are Customer Service Calls 1 2 “Please Press 1 for Sales.” “Please press 2 if you are an existing customer.” 25% 75%
  8. 8. 8 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 IVR is the First Call Event to Track
  9. 9. 9 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 2 Recording A Conversation is the Web Site of a Call
  10. 10. 10 0 0.5 1 1.5 2 2.5 Over Indexed for “Fitness” and “View” Featured Correlated with Reservations for Major Hotel Chains
  11. 11. 11 Example of pull quote messaging “I need to know the outcome of phone calls, but we can’t record the call for legal reasons!” Starcom Lead for Bank of America
  12. 12. 12 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR 1 2 Recording Recording Outcomes without Recording
  13. 13. 13 Tracking a Conversation without a Recording
  14. 14. 1465,911 calls from 1,432 accounts in 2013 Conversation Quality Varies by Keyword
  15. 15. 15 Example of pull quote messaging “I work with 20 publishers who serve billions of impressions, I bid on thousands of keywords …. which ones are driving quality calls?” ADT, Director of Marketing
  16. 16. 16 Tying Call Events Back to Keyword 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR Dynamic KWLT 1 2 Recording 3
  17. 17. 17 KW 1 KW 2 KW 3 KW 4 KW 5 KW 6 KW 7 KW 8 KW … KW … KW 1,000 Dynamic KWLT for Tail, CTN for Head
  18. 18. 18 New Customer, Quality Conversation 3 Desktop Ad Landing page Web site Check out Click Car Service Call Car Service Mobile Ad Call IVR Dynamic KWLT 1 2 Recording 3 Quality Call
  19. 19. 19 Example of pull quote messaging Results Are Dramatic
  20. 20. 20 # of Quality Calls 30 Days Before and After 48 28 4 1 98 36 11 13 0 20 40 60 80 100 120 Homesecurity Security Systems Security Cameras Alarm System 81 158 = 95%+ Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
  21. 21. 21 $440 $536 $1184 $1500 $384 $411 $661 $234 $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 Homesecurity Security Systems Security Cameras Alarm System $915 $423 = -54% KW CPA 30 Days Before and After Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
  22. 22. 22 Example of pull quote messaging Optimization
  23. 23. 23 0 100 200 300 400 500 600 0% 5% 10% 15% 20% 25% 30% 35% 40% 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am HoldTimeinSeconds Abandon/SalesPercentage Average Hold Time Durations Abandon Rate Sales Rate Abandonment Rate is High in the Evening
  24. 24. 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Conversions Generated By Hour of Day Q1 2014 0 5000 10000 15000 Conversions Generated By Day of Week Q1 2014 Users are 100% more likely to convert on weekdays 90% of all conversions happen between 7am and 10pm Dayparting Trends for Calls
  25. 25. 25 Example of pull quote messaging “I need to favor local agents vs. the national call center based on location of caller, time-of-day, and many other signals!” VP, Allstate Digital Marketing
  26. 26. 26 National Avg. CPC $47.32 State Avg. CPC $62.17 National Avg. Position 2.3 State Avg. Position 5.4 National Quality Score 8/10 State Quality Score 6/10 State Targeting Can Be Expensive for Mobile
  27. 27. 27 “Please Enter Your Zip Code” National Call Center Local Agents Dynamic IVR Data Geo-Target the Call from National Campaigns
  28. 28. 28 Components Needed for Keyword Level Attribution for Calls1 • IVR • Recording, Call DNA or Conversion Information • Single CTNs for Head Terms, Dynamic KWLT for the Tail Insights from Processing 1.5+ Billion Phone Calls2 • ¾ of all Calls are Customer Service Related • ~ Half of Inbound Calls are “Good” Search Optimization Strategies for Calls3 • Daypart Weekdays/Weekends, Morning/Evening • Deliver Calls Locally, Target Search Nationally
  29. 29. 29 Example of pull quote messaging Marchex KW Attribution for Calls Travis Fairchild SVP, Distribution tfairchild@marchex.com

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