From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world

1. Bid Optimization in a Mobile-First World:
Why you can’t afford to ignore calls
Kelley Schultz | Digital Marketing Lead | DialogTech

2. Today we’ll answer 3 questions:
 How is mobile search impacting customer calls?
 How do I drive more callers from search?
 How can I use call data to optimize my PPC
performance?
2

3. QUESTION 1:
How is mobile search
impacting customer calls?

4. 4
US smartphone ownership today
Source: Pew Research, 2015.
64%
66%
63%
85%
79%
54%
27%
61%
70% 71%
50%
71% 72%
84%
All Male Female 18-29 30-49 60-64 65+ White, non-
Hispanic
Black, non-
Hispanic
Hispanic <$30k $30-50k $50k-75k $75k+
64%
of US adults today
own smartphones.
>80%
of US adults ages 18-49
own smartphones

5. 32.0 23.2 18.8 16.5 14.2 11.9 10.0
24.6
27.8 31.1 34.4 37.3 39.6 41.6
196.6 208.8 215.7 219.7 223.0 225.5 227.7
2014 2015 2016 2017 2018 2019 2020
Desktop/laptop-only internet users Mobile-only internet users Dual internet users
5
US Internet users rely on mobile devices
for digital access
Source: eMarketer.
US Internet Users, 2014-2020
millions
1 in 10
US Internet users
will go online
exclusively through
mobile in 2016.
88%
of Internet users
will go online via
desktop at least
monthly in 2016.
(Down from 97.3% in 2011.)

6. 6
Mobile is the future of paid search:
Over 50% of searches are now on mobile devices.
Source: Google, eMarketer.
US Search Ad Spending, by Device, 2014-2017
billions
250%
increase in US mobile search
spending from 2014-2017.
Over 70%
of US paid search spend
will be mobile in 2017.
$14.30
$12.82
$10.56 $9.12
$8.72 $12.85 $17.87 $21.73
2014 2015 2016 2017
Desktop Mobile

7. More mobile searches = more inbound calls
Source: BIA/Kelsey
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2010 2011 2012 2013 2014 2015 2016 2017 2018
Paid Search Organic Search Mobile Search
73 billion
calls expected from mobile
search in 2018.
38 billion
calls to US businesses from
mobile searches in 2014.

8. 8
Marketers want credit for every point of engagement
throughout the customer journey
OFFLINE ENGAGEMENTS
ONLINE ENGAGEMENTS

9. QUESTION 2:
How do I drive more
callers from search?

10.  Ad copy should be
optimized for mobile:
use mobile ad
extensions and CTAs
(“visit our mobile site,”
“call now,” etc.)
 Ads should send
searcher to mobile-
optimized landing page
 70% of searchers used
call extensions to call
businesses
 Ad with call extensions
get 8% more clicks
 Bid based on the value
of a call and keywords
that generate calls
 Use ad language to
incentive a call
 Not all clicks are call
conversions. Use a
DialogTech trackable
phone number to
measure true results
Create mobile-
preferred search ads
Take advantage of
call extensions
Try using call-only
AdWords ads
10
Use mobile-targeted ads
Source: Google

11. Lack of a “Call” button can cost you customers
11Source: Google
% who say the following statements describe how they feel when unable to call
a business directly from the search results on their smartphone.

12. 12
Optimize mobile web pages to drive calls:
Include “Call Now” CTAs on landing pages.
LEAD GEN
FORMS
CALL FOR
QUOTE
CALL
STORE/DEALER
WITHIN “LOCATOR”
LISTS

13. More than 2x
mobile local searches
expected in 2019 from
2014.
13
Optimize search campaigns for local:
Mobile local search volume is exploding & driving purchase.
1. Use call extension
with local phone
number.
2. Use call-centric ad
language.
3. Include location
extension.
4. Include incentive
to call.
5. Mention location in
ad text and URL.
6. Enable location
extensions for
local stores.
Local numbers get
3 times
as many calls as toll-
free numbers.
Up to 53%
of mobile shoppers
have called a business.
2
3
1
4
5
5
2
6
Source: BIA/Kelsey, Google, xAd.

14. Keyword bidding strategies: optimizing for calls
14
The goal for these keywords is to drive leads. Without measuring call leads,
you would be missing out on 50% of conversions.
Bring call
conversions into
your AdWords
UI to ensure
you are
optimizing for all
conversions.

15. QUESTION 3:
How can I use call data
to optimize my PPC
performance?

16. Use call attribution to track callers from your website
and search engine results page
16
A search is made
from a smartphone.
Call from call extension/call-only ad, or a unique trackable
number is displayed automatically on web pages.
COMPLETE ATTRIBUTION
Attribute caller to
search engine,
keyword search,
PPC ad, & landing
page.
Use call attribution
data in other
applications.
Optimize spend for
what’s driving calls
& sales.

17. 17
Call attribution gives insight into the call and caller
MARKETING SOURCE
Know exactly what drove the
call – works for digital,
mobile, and offline marketing.
WEBSITE ACTIVITY
The pages on your
website the caller visited
before and after calling.
OS & BROWSER
The operating system
and browser the caller
used to visit your site.
WHO TOOK THE CALL
Exactly where the caller
was routed.
CALLER INFO
Geographic location,
day/time, and caller ID.

18. 18
Pass call data into the martech tools you already use

19. View all goals in Google Analytics – even calls!
 Know which channels drive the most calls.
 Dig into your data, down to the keyword, landing page, and device.
 Optimize for more calls the same way you optimize for clicks and
conversions.
19

20. Mobile-targeted ads
and keyword bidding
optimizations.
Integrate call data with
the martech tools you
already use.
73 billion calls
expected from mobile
search in 2018.
To recap why you can’t afford to ignore calls:
20
How is mobile search impacting
customer calls?
How do I drive more callers
from search?
How can I use call data to
optimize my PPC performance?

21. 21
QUESTIONS?