1) Invoca helps search marketers optimize paid search campaigns by providing call tracking and analytics to gain insight into calls and revenue driven by digital marketing efforts. 2) Invoca's call intelligence platform attributes calls to pre-call consumer touchpoints like paid search, collects data across multiple sources to create caller profiles, and uses AI to analyze phone conversations and derive insights about call outcomes. 3) This call intelligence can then be used to optimize paid search campaigns by adjusting keyword bids based on call quality, retarget customers intelligently based on conversation insights, and understand call outcomes in real time to further optimize campaigns.

1. USING CALL TRACKING AND
ANALYTICS TO OPTIMIZE PAID SEARCH

2. Invoca helps search marketers drive revenue.
Brand, agency, and performance marketers who value phone calls rely on Invoca.

3. +100 million calls annually fromleading F500 brands.
PIONEERING INNOVATION
Continuous streamof first and only product
and platformcapabilities.
ENTERPRISE EXPERIENCE
Founded in 2008, executive teamwith decades
of enterprise SaaS and telecomexperience.
TRUSTED AT SCALE
500% enterprise revenue growth in past 3-years.
MARKET LEADERSHIP

4. 75.8
93.3
108.1
129.1
145.5
161.9
$19.20
$28.70
$40.50
$49.80
$57.80
$65.90
20 14 20 15 20 16 20 17 20 18 20 19
160+ billion calls will be made to businesses by 2019.
70%of mobile searchers
have clicked to call
a business based
on search results.
MobileCallstoBusinessesMobileMarketingSpend
Billions
If you’re a search marketer, calls are affecting you the most since your
digital campaigns drive valuable phone calls that convert offline.
Source: BIA/Kelsey2016, Google2013

5. #
SEARCH
5
WEBSITE
]
DISPLAY
F
SOCIAL
&
EMAIL
Unfortunately, many search marketers
have no visibility into the calls and
revenue their SEM campaigns drive.
Customer:
Campaign:
Interest:
Conversion:
Next Steps:
UNKNOWN
UNKNOWN
UNKNOWN
UNKNOWN
UNKNOWN
DIGITAL EXPERIENCE
Impressions & Clicks
VOICE EXPERIENCE
Calls, Conversions, & Revenue

6. SEARCH
WEBSITE
DISPLAY
SOCIAL
EMAIL
Invoca’s call tracking and analytics bridges the
digital divide by giving marketers insight into the
paid search efforts driving valuable phone calls.
DIGITAL EXPERIENCE
Impressions & Clicks
CALL EXPERIENCE
Conversions & Revenue
ID 576431
Google Paid Search
Auto Insurance
43%
Targeted Display
Customer:
Campaign:
Interest:
Conversion:
Next Steps:

7. Call Tracking vs Call Intelligence
Traditional call tracking:
• Ignores the larger customer journey, only providing a
snapshot of the last touchpoint before a call
• Misses important context about the nature of the call,
such as call drivers, call outcomes, and other
conversation analytics
• Fails to provide a rich caller profile
• Lacks the deep integrations with other marketing
platforms that marketers need to orchestrate the
overall customer journey
• Cannot provide adequate data to automate next-step
marketing processes like retargeting and suppression
Call intelligence platforms like Invoca:
ü Track calls and attribute them to pre-call consumer
touchpoints like paid search, social, display, or email
ü Unify data across multiple sources including web, CRM,
or other offline data to create a rich caller profile
ü Analyze phone conversations with tools like Invoca
Signal AI to derive insight around call drivers,
behaviors, and outcomes
ü Push this newly created intelligence out to the rest of
the marketing stack for marketing automation,
analysis, optimization, personalization, and audience
expansion

8. Prospect Calling?
Policy Purchased?
Application Completed?
Quote Inquiry?
Claim Filed?
Machine learning analyzes
phone calls in real time to
understand call outcomes.
Then, Invoca can push conversation
outcomes into paid search tools to
optimize bids strategies.
Using the Invoca tag and
integrations with paid search
tools, marketers can tie calls
to search campaign sources.
Using call intelligence for search optimization
Analytics 360
Google Ads

9. Call recording
Caller details
Call outcomes
Digital data

10. Three ways to use call intelligence in
your search marketing programs
Optimize
paid search
keyword
bids
1.
Retarget
intelligently
using
conversation
insights
2.
Use AI to
understand call
outcomes in
real time
3.1. 2. 3.

11. Using dynamic number insertion and adtech integrations, you can adjust bid spend to drive more high-
value phone calls.
1
Optimize paid search keyword bids.

12. REAL WORLD RESULTS:
145
231
98101
74
58
0
50
10 0
15 0
20 0
25 0
Total Calls Qua lity Calls
Keyword1 Keyword2 Keyword3
By making decisions based on call quality instead of just call volume, Mutual of
Omaha saved $100,000 in paid search spend

13. Mentioned new product,
trigger follow up email.
Purchased. Add to cross-
sell campaign.
Qualified but didn’t buy,
add to retargeting.
Retarget intelligently using conversation insights
Trigger actions in other systems to automate the customer journey and drive follow-on purchases
2

14. 3 Day Blinds improved retargeting efficiency for 41% decrease in appointment CPA
Paid Search
Inbound Call Retargeting
Trigger next best action for a customer based on phone interactions to drive targeted
display campaigns, or prevent retargeting of converted callers.
REAL WORLD RESULTS:

15. Use AI to understand call outcomes in real time
Policy purchased
Customer Service
AI Analysis
3
AI identifies the conversation outcomes to optimize for keywords that drive valuable offline actions

16. Prospect Calling?
Policy Purchased?
Application Completed?
Quote Inquiry?
Claim Filed?
Decreasebidson
keywordsdriving
customer servicecalls
Increasebidson
keywordsdrivingnew
salescalls
Signal AI
Insurance company removes 45 day delay for conversion details to reduce
wasteful campaign spend by 18%.
REAL WORLD RESULTS:

17. STRONG PERFORMER
Forrester New Wave™: AI-Fueled Speech Analytics Solutions, Q2 2018
“Invoca is
advancing state
of the art call
classification”
Invoca received the highest
scores possible for:
üReal-time speech analytics
üBusiness insights
üProduct roadmap

18. WANT TO LEARN MORE?
See the Technology
Check out this two minute un-gated video
to see Invoca in action.
http://explore.invoca.com/hpn-ps
Give Us a Call
Give us a call- we’d love to learn more
about your needs to see how we can help.
866-626-6494
Schedule a Demo
Let one of our call intelligence experts will
create a custom demo just for you.
Invoca.com/demo
5 V y