10 Local Strategies to Drive More Customers from AdWords & Facebook
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As mobile-first consumers move between online and offline channels, you must optimize campaigns at every touchpoint to make it easy for them to convert however and wherever they want. Join this ThinkTank webinar, presented by Blair Symes and Katie King of DialogTech, as they take a deep dive into 10 strategies to localize paid search and Facebook ads to generate more conversions and revenue.
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10 Local Strategies to Drive More Customers from AdWords & Facebook
- 3. 65% of US digital ad spend this year is search or Facebook Search and Facebook dominate digital ad spend $25.8 $33.3 $37.4 $42.2 $8.1 $11.9 $15.2 $18.5 $59.8 $72.1 $82.9 $93.2 2015 2016 2017 2018 US Digital Ad Spend (in billions) Search Ads Facebook Ads Total Digital Spend
- 4. Local ad spend growing for search and Facebook Sources: eMarketer, BIA/Kelsey $37.4 $51.4 $14.7 $19.4 2017 2020 US Search Ad Spend (in billions) Total Spend Local Spend $15.2 $27.4 $3.7 $7.6 2017 2020 US Facebook Ad Spend (in billions) Total Spend Local Spend Nearly 40% of search ads are local Local search spend was 4x local Facebook spend in 2017 But local Facebook spend to more than 2x from 2017 to 2020 Local Facebook & Google ads to be 48% of all local digital advertising in 2018
- 5. That’s because consumers shop locally Insurance 44% expect agent to be within 5 miles Financial 56% expect location to be within 5 miles Hotels 50% of same-day bookings made within 30 miles of hotel Automotive 53% expect dealer to be within local driving distance Health Care 60% choose doctors because of convenient location Senior Living 96% of seniors move to facilities in their own state Retail 57% expect location to be within 5 miles Smartphone users 3x more likely to make purchase based on location proximity than tablet users Sources: Access, BIA/Kelsey, Healthgrades, xAd, Priceline 93% of consumers travel 20 minutes or less when shopping for everyday purchases
- 6. Local mobile searches = Offline conversions US local search volumes by device (in billions) Sources: BIA/Kelsey, Google 18% of local searches on smartphone lead to a purchase within a day vs. 7% of non-local searches According to Google, mobile searchers are: 57% more likely to visit a store 40% more likely to call a business 51% more likely to make a purchase
- 7. Higher mobile ad spend = More call conversions Sources: eMarketer, BIA/Kelsey $20.2 $24.2 $28.0 $32.4 $36.3 $12.4 $16.0 $20.7 $24.8 $28.9 2016 2017 2018 2019 2020 $0.0 $10.0 $20.0 $30.0 $40.0 $50.0 $60.0 inBillions Calls to US businesses in 2017 48 billion calls from mobile search ads 19 billion calls from mobile social ads 74% increase in calls to US businesses from mobile ads from 2016 to 2020 US mobile ad spend & call conversions (in billions)
- 15. 2. Create location-specific ad copy § Ensure the language in your ads speak to the location you are targeting § Use language that encourages consumers to call your business 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings Source: Google
- 16. 2. Create location-specific ad copy § For Facebook, let’s look at a B2B example: Using location-specific targeting for events or trade shows § Your ads should include content about what event you’re exhibit at, like booth number
- 20. 3. Schedule your ads during open business hours 1 of every 5 calls generated by paid search ads goes to voicemail 57% of voicemail messages from callers signaled buying intent Source: DT University
- 26. 5. Utilize call extensions & call-only ads 70% of mobile searchers have called a business directly from search results Source: Google Call Extensions
- 35. Data-driven steps to optimize your digital ad ROI 1. You Invest in Digital Campaigns 2. You Generate Conversions Online Phone Call In Person 3. You Measure Their Value 4. You Determine Next Actions 5. You Optimize for What Works Best Not a Sales Lead Sales Lead Sales Opportunity Appointment New Customer Repeat Customer Retarget Lookalikes Exclude Marketing Channels Campaigns & Ads Search Keywords Web Page Variations
- 36. Works well when everything’s online 1. You Invest in Digital Campaigns 2. You Generate Conversions 3. You Measure Their Value 4. You Determine Next Actions 5. You Optimize for What Works Best Online Phone Call In Person Not a Sales Lead Sales Lead Sales Opportunity Appointment New Customer Repeat Customer Retarget Lookalikes Exclude Marketing Channels Campaigns & Ads Search Keywords Web Page Variations
- 37. But what happens when people call? 1. You Invest in Digital Campaigns 2. You Generate Conversions 3. You Measure Their Value 4. You Determine Next Actions 5. You Optimize for What Works Best Online Phone Call In Person Not a Sales Lead Sales Lead Sales Opportunity Appointment New Customer Repeat Customer Retarget Lookalikes Exclude Marketing Channels Campaigns & Ads Search Keywords Web Page Variations ? ? ??
- 38. Capture attribution on call conversions A call analytics solution captures this data for you1. What Drove the Call • Marketing channel • Specific ad • Search keywords • Website interaction and page they called from 2. Caller Data • Name & phone number • Geographic location • New or repeat caller • Device
- 39. Compare local numbers vs toll-free numbers Version A: Toll-Free Number Version B: Local Number Local numbers drove 3x the calls Child tutoring provider with 750+ locations 70% of conversions are phone calls DIALOGTECH CUSTOMER EXAMPLE
- 40. Compare calls from SERP vs website For one logistics customer 90% of calls from call extensions in search ads for branded keywords were from job-seekers For one pest control customer 2x as many calls from call extensions converted to customers than calls from landing pages vs
- 41. Integrate call data with marketing & ad platforms Ad Platforms CRMOptimizationCall Analytics Marketing Channel Specific Ad Search Keywords Web Behavior Time/Day of Call Caller Location Analytics
- 42. Measure calls from marketing source to sale 2. Marketing team captures the channel, ad, keyword search, and webpage that drove the call. 1. Vehicle shopper visits website from search or digital ad and calls one of their 1,200 dealerships. 3. Call data passed to Adobe Analytics for complete online/offline tracking. 4. Calls and web forms tracked from source to vehicle sale in CRM. CRM One of the world’s biggest auto makers Marketing team drives leads to 1,200 US dealerships DIALOGTECH CUSTOMER EXAMPLE Callers Buy Vehicles Learned that calls convert to vehicle sales 10x more than web leads Website Drives Calls Learned that digital ads and website drove over 40,000 calls a month
- 44. Sources: OnBrand Group, American Express What happens on call impacts your ROI 84% of callers would cease doing business with a company after a negative caller experience 55% who intended to make a purchase have backed out because of poor customer service Caller Pain Points • Unanswered calls • Lengthy wait times • Caller passed from agent to agent • Agent not knowing why a caller is calling
- 45. Personalize the caller experience Connecting callers with the best location or agent right away increases customer conversion rates CALL ROUTING EXAMPLE: INSURANCE If you have call centers, route callers by the marketing source that drove the call Caller #1: Ran search for “cheap car insurance in IL” - Routed to Auto division Caller #2: Called from Home Insurance webpage - Routed to Home division Caller #3: Current customer - Routed to Claims & Customer Support CALL ROUTING EXAMPLE: RETAIL If you have multiple locations, route callers by their location or the day/time Caller #1: Called from downtown Cincinnati - Routed to closest store Caller #2: Called after hours - Routed to 24/7 call center Caller #3: Current customer - Routed to IVR to ask if they are checking on a delivery
- 46. Sleep Train’s marketing generates 10,000+ calls a month Qualify & assist callers with an IVR IVR Options Press 1 for the store nearest you Press 2 to order over the phone Press 3 to learn about financing • Mattress retailer with 300 stores • Purchased by Mattress Firm DIALOGTECH CUSTOMER EXAMPLE Call Center Local Store Have callers determine how best to route them Have IVR qualify callers and only route good leads to agents
- 47. Prioritize calls from your best converting programs If you know calls from specific marketing campaigns convert best, prioritize those callers so they are answered right away. VIP Call Queue Regular Call Queue
- 48. See the marketing source that drove call See info on the caller and their location Arm sales agents with insights on callers Marketing interaction generates a call Analytics on the caller presented to sales agent
- 50. Marketers need answers for what happens on calls: § What percentage of calls to each location go unanswered or to voicemail? § How many calls are good leads vs non-sales calls? § Which sources (channels/ads/keywords) drive the highest quality sales calls? § What days and times drive the most (and best) calls? § Are some locations better at converting calls? What are they doing differently? Know what happens on calls you generate
- 51. Two options for analyzing conversations Call Recordings & Transcriptions Calls to every location from your marketing are recorded and transcribed for you to review. Drill into calls to any location for marketing insights. AI & Machine Learning AI and machine-learning algorithms do the analytics for you, measuring caller intent, sales agent performance, conversion rates, and more. Removal References % Change From Prior Month Tree Trimming References % Change From Prior Month Treatment/Pests References % Change From Prior Month Lawn Care References % Change From Prior Month Quintile Locations Sales Conversion Rate Sales Opportunity Rate Avg. Lead Score CIPro Voicemail % 1 2 3 4 5 Grand .. 25.3% 37.8% 27.0% 25.8% 21.4% 15.6% 3.0 2.2 2.7 3.0 3.3 3.7 58% 48% 57% 57% 61% 65% 62% 44% 53% 62% 68% 75% 104 20 21 21 21 21 Location Performance by Sales Conversion Rate KPI Performance by City Region Calls Avg. Lead Score Sales Opportunity Rate Sales Conversion Rate Midwest South West Northeast Grand T.. 62% 64% 56% 59% 65% 58% 56% 58% 53% 61% 3.0 2.9 2.9 2.7 3.2 102,482 15,013 22,082 23,803 41,584 KPIs by Region ACME Location Location State/ Province Calls Sales Conversion Rate Avg. Lead Score Sales Opportunity Rate CIPro Voicemail % 133031 OH 138931 PA 131731 PA 732106 IL Top Locations ACME Location Location State/ Province Calls Sales Conversion Rate Avg. Lead Score Sales Opportunity Rate CIPro Voicemail % 136031 FL 676930 TN 138731 CO 138831 ME TX Bottom Locations 0.0 4.5 Avg. Lead Score Calls 1 1,000 2,000 3,000 4,444 Call Date 5/1/2017 12:00:00 AM to 4/..
- 52. AI analyzes conversations from 3,000+ calls a week to classify each one NEW CUSTOMER CURRENT CUSTOMER OTHER National marketing team proves to 450+ franchisees how many good sales calls they send them. Type of Call AI and machine learning analyzes calls for intent Lead Quality GOOD LEAD BAD LEAD or Senior care provider with 450+ locations DIALOGTECH CUSTOMER EXAMPLE
- 53. Understand if calls are converting and why National marketing team analyzes calls to underperforming locations to see: 1. Are more calls than normal going to voicemail? 2. Are they mentioning national offers on calls? 3. Are they getting bad phone leads? Then contacts location and makes recommendations Can drill into any call to analyze recordings and transcriptions List of all calls to the location in question Can see lead quality and call duration Child tutoring provider with 750+ locations 70% of conversions are phone calls DIALOGTECH CUSTOMER EXAMPLE
- 54. Put callers in the right audience segments Put callers who bought products into upsell or cross-sell campaigns Put callers who didn’t convert into retargeting campaigns Suppress callers from seeing ads that aren’t relevant to them Use your best callers to find more valuable lookalike audiences
- 55. Target callers with their own digital ad campaigns Put into ad campaigns for people who want to call Put into ad campaigns for people who converted online Calls are valuable signals to help you determine: • The keywords and bid amounts to target them • The best ad & landing page messaging for someone who likes to call
- 56. Tailor ads for consumers who want to call Call is the CTA in ad copy Includes call extension Example of a search ad optimized for calls Call as the prominent CTA
- 57. Lookalike audience drove 4x the calls from the next best targeting strategy How first-party call data improves lookalikes Know which customers converted by calling Target new lookalike audiences resembling your best callers with ads proven to drive calls Senior care provider with 450+ locations 70% of conversions are phone calls DIALOGTECH CUSTOMER EXAMPLE
- 59. Calls were a blind spot for Roy’s 60 • Roy’s is an upscale restaurant with 21 locations in the United States • Agency Roger West runs their paid search and display campaigns with the goal of driving reservations • Knew reservations were coming from calls but not which marketing channels were driving them • To drive more reservations at a lower CPL, they needed better data on calls • Began using DialogTech last year to analyze call conversions from source to outcome
- 60. Lessons learned from analyzing calls What They Learned Many reservation calls come from mobile paid search on Fridays between 2pm & 5pm 70% of calls that were 1 minute or longer included the words “reserve” or “reservation” Although more expensive, non- branded terms drive the most calls & reservations from 1st-time visitors Some locations had ring times over 20 seconds before calls were answered What They Did Focus mobile spend on high-converting times Optimize keywords, ad copy, and targeting based on what drives longer calls Justify the continued investment in more competitive non-branded keywords Coached locations to make answering calls promptly a priority
- 61. The results speak for themselves 62 461% increase in call conversions 434% increase in reservations 38% decrease in cost per reservation
- 63. Actionable marketing analytics for inbound calls MEASURE | ANALYZE | TARGET | PERSONALIZE | OPTIMIZE Actionable marketing analytics for inbound calls Visit dialogtech.com to schedule a personalized demo