Search campaign ROI: 5 pitfalls marketers should avoid
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It's not always obvious where your leads are coming from. Faye Thomassesn - Head of Marketing at Mediahawk - explains how you might be making common mistakes that are hampering your efforts to prove and improve your search marketing ROI.
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Search campaign ROI: 5 pitfalls marketers should avoid
- 1. Search campaign ROI: 5 pitfalls every marketer should avoid Faye Thomassen | Mediahawk Slideshare.net/MediahawkLtd @Mediahawk
- 2. Head of Marketing at Mediahawk 18 years experience in marketing and digital CIM Chartered Marketer Worked across B2B and B2C Varied sector experience: SaaS, accountancy, professional services, membership bodies, consultancy, charities and more About me
- 3. About Mediahawk Founded in 2002, Mediahawk pioneered call tracking technology and remain at the forefront of the industry Specialising in call tracking, marketing attribution and lead intelligence 500+ clients across multiple sectors, including healthcare, automotive, marketing agencies, professional services and more
- 4. 01 Killing lead generating campaigns without realising Pitfall 01
- 5. Killing lead generating campaigns First click Last click Linear Time decay Position based Data-driven Attribution models 01
- 6. Killing lead generating campaigns 01 Sector Versus first click Versus last click Automotive 45% uplift 70% uplift Trade 17% uplift 28% uplift Healthcare 32% uplift 44% uplift Financial services 12% uplift 16% uplift What’s the value of assisted clicks? Source: Mediahawk (based on phone conversions)
- 7. Killing lead generating campaigns 01 Identify any search campaigns that are assisting your lead generation
- 9. Missing lead gen opportunities 02 See blog for more details: mediahawk.co.uk/blog/customer-journey-mapping-improve-customer-experience/
- 10. Missing lead gen opportunities Use a customer journey map to identify new campaigns and optimise existing campaigns 02
- 11. 03 Pitfall Not capturing your offline conversions 03
- 12. Not capturing your offline conversions 03
- 13. Not capturing your offline conversions 03 of calls to dealerships are sales calls Source: Mediahawk of calls to care home are new enquiries 10% 10%
- 14. ‘For 56% of businesses, the phone remains the most popular way for customers to get in touch’ ‘Businesses report receiving 34% more calls now on average than they did 5 years ago’ ‘45% of calls result in a new enquiry generating £304bn of new revenue for UK businesses’ ‘70% of mobile searchers click-to-call a business directly from Google’s search results. This shift is resulting in more calls to businesses, which previously would have been website clicks, driving sales conversions up’ Source: Moneypenny, The inbound phone call: a business’ most valuable channel Not capturing your offline conversions 03
- 15. Not capturing your offline conversions Identify if phone calls are a result of your search campaigns 03
- 16. 04 Pitfall Missing ready-made customer insights 04
- 17. 27% of the global population is using voice search on mobile (source: Google) 58% of consumers use voice search to find local businesses (source: BrightLocal) Missing ready-made customer insights 04
- 18. 04 Missing ready-made customer insights
- 19. 04 Missing ready-made customer insights Learn from what your customers are saying to identify opportunities and optimise campaigns
- 20. 05 Pitfall Treating all leads as equal 05
- 21. Treating all leads as equal 100 leads £1.50 cost per lead £1500 revenue ROI: 900% 50 leads £3.75 cost per lead £2500 revenue ROI: 1,233% 05
- 22. Treating all leads as equal 05 Value Keywords Source/Medium Conversion path £600 +blue +sofa +uk Google/PPC Visit > Call > Sale £3,900 +sofa + leather +tan Google/PPC Visit > Live chat > Form > Sale
- 23. Treating all leads as equal Focus your effort on campaigns that better impact your bottom line 05
- 24. 01 Key take-aways Use a customer journey map to optimise existing campaigns and identify new campaigns Identify if any phone calls are a result of your search campaigns Learn from what your customers are saying to optimise campaigns and identify opportunities Focus your effort on campaigns that better impact your bottom line Identify search campaigns that are assisting your lead generation 02 03 04 05 A paper on this topic is available at mediahawk.co.uk/learn/searchROI and at Stand 27
- 25. Thank you 0333 222 1433 mediahawk.co.uk Come say hello at Stand 27 Connect with me on LinkedIn: https://www.linkedin.com/in/fayethomassen/