If there’s any theme that sets the direction for Google’s platform in 2020, it’s the continued development of automation, AI, and machine learning tools. Hear experts from Tinuiti, Justuno, Dialogtech and top brand Envelopes.com to discover what we tested, learned, and optimized for what Google has to offer and where we saw the greatest performance impact in 2020. We’ll unpack how a cross channel strategy has proven to close the funnel between discovery and retention

1. 2021 Digital Marketing Panels
GET A JUMP-START ON YOUR AMAZON, EMAIL, SEARCH,
SOCIAL, & EMERGING MARKETPLACES STRATEGIES

2. Paid Search
1:00PM – 1:55PM PT / 4:00PM – 4:55PM EST
Emerging Marketplaces
2:00PM – 2:55PM PT / 5:00PM – 5:55PM EST
2021 Digital Marketing Panels

3. Today’s Logistics
Submit questions for live Q&A
Download relevant resources
Recording & slides will be sent tomorrow
Log back anytime with the same link
Analicia Santaella
Partner Marketing Manager

4. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

5. Today’s Speakers

6. What is your biggest marketing initiative for 2021?
■ Social Media Strategy
■ Search Strategy
■ Creative
■ Website Performance
■ Customer Service

7. Are you increasing your
Paid Search ad spend in 2021?
■ Yes, spend increasing
■ No, spend staying the same
■ No, spend decreasing

8. Phone Calls to Businesses Have Always Been Critical to SEM Success
AUTO PARTS
58%
say they called after
a search
Source: LSA
AUTO SALES
25%
first contact a dealership
by calling
Source: Kelley Blue Book
AUTO SERVICE
69%
book appointments by
calling
Source: Cox Automotive
BANKING
21%
call to buy after
researching online
Source: Google
EDUCATION
45%
call to convert after
researching online
Source: Google
HEALTHCARE
88%
call to book
appointments
Source: Sequence
HOME SERVICES
31%
call to book after
researching online
Source: Google
FLORISTS
55%
say they called after
a search
Source: LSA
FURNITURE
33%
say they called after
a search
Source: LSA
INSURANCE
38%
call to buy after
researching online
Source: Google
LEGAL
66%
contact prospective
attorneys by calling
Source: FindLaw
MORTGAGES
45%
call to research or
buy
Source: Bain & Co
PET SUPPLIES
23%
say they called after
a search
Source: LSA
SENIOR CARE
70%
of consumers convert by
calling
Source: DialogTech
TELECOM
32%
call to purchase after
researching online
Source: Google
TRAVEL
17%
call to book after
researching online
Source: Google

10. COVID Lockdowns in March Began a Spike in Calls to Businesses

11. Daily Phone Calls to Locations From GMB Doubled Since COVID Onset
3x
jump in phone calls
when COVID
lockdowns started in
mid-March
Source: Brandify-DialogTech 2020 Study
Phone Calls From Google My Business Listings
Jan 2020 - July 2020
2x
call volume through June
vs. pre-COVID levels

12. SEM Calls to Businesses Ramped Up After COVID Lockdowns Ended
Source: DialogTech
Industry
Increase in
June Calls
vs May
Increase in
July Calls
vs June Industry
Increase in
June Calls
vs May
Increase in
July Calls
vs June
Apartment Rental +22% +12% Insurance +10% +6%
Appliance Repair +38% +8% Legal +24% +3%
Auto Dealers +18% +7% Pest Control +13% +4%
Auto Repair +19% +12% Physical Therapy +67% +15
Cruise Lines +36% +38% Plumbing +26% +1%
Dental +47% +4% Real Estate +33% +47%
Financial Services +7% +7% Self-Storage +5% +7%
Healthcare +40% +5% Senior Care +19% +2%

13. 20%
increase in phone calls to
businesses from paid search in
Oct-Nov 2020 vs Oct-Nov 2019
Source: DialogTech
Calls From Paid Search in Q4 2020 Have Continued at High Levels

14. Reevaluate Your SEM Campaigns & What Your Are Trying to Do
What are your paid search goals?
1. Drive more conversions at scale
2. Generate more revenue at scale
3. Decrease cost per lead/conversion/customer
What phone calls are you looking to optimize for?
1. All sales lead calls
a. Sales leads for high-value products/services
b. Sales leads from new customers/patients
c. Other leads -- like job applicants
2. Only calls that result in conversions
a. Quote was provided
b. Appointment was booked
c. Order was placed
3. Only calls that result in downstream revenue

15. Use Data on Caller Intent & Value to Improve Smart Bidding Results
For Target CPA & Maximize Conversions
Separate non-sales calls from sales-related calls
so Google/Microsoft algorithm doesn’t count
non-sales calls as conversions to optimize for
For Target ROAS & Maximize Conversion Value
Google/Microsoft can take into account each
call’s lead score and if they converted on call to
optimize for what drives the most valuable calls.
(Can also use revenue-per-call metrics at the
keyword level to drive better results.)
Having data on not just total # of calls -- but on their
lead intent and value -- helps SEM smart bidding
optimize for what drives the best results for you

16. Compare the Volume & Value of Calls vs. Webforms Across Channels
How does the volume/value/cost of SEM calls differ:
1. Calls from call extensions vs landing pages
2. Calls from Google Ads vs Microsoft Advertising
3. Calls from mobile users vs. desktop users
How do SEM calls compare to other channels:
1. Calls from Google Ads vs Google My Business
2. Calls from SEM vs SEO
3. Calls from SEM vs Facebook ads
4. Calls from SEM vs display ads
5. Where in the buyer journey are these callers?
How do results from calls compare to webform fills:
1. Percent that are sales leads or conversions
2. Revenue generated or average order value

17. Segment Callers Into Best Audiences Based on Their Conversations
Retarget phone leads who didn’t
convert with special ads or offers
Use your most valuable callers to target
more valuable lookalike audiences
Suppress non-sales calls and callers
who bought on the call from seeing ads

18. Be ready to pivot. Whether it’s shifting budgets from Facebook during boycotts. Or
changing your inventory from t-shirts to masks. Work with your partners to stay on
top of the changing landscape, and take swift but strategic action.
Key Takeaways
Understand the channels your traffic is coming from, and tailor your on-site
messaging to speak to what made them want to visit your store
It is completely imperative to shift your business to focus on the customers
ever-changing needs (especially in 2020)
Don’t assume that your locations, franchisees, or call centers are answering and
converting your phone leads - what they do impacts your marketing results

19. Detect Call Channel Issues at Locations to Investigate & Correct
20%
of calls to businesses from
paid search go unanswered
Source: DialogTech
84%
of callers stop doing business
with a company after a bad
call experience
Source: OnBrand Group
Bad Call Experiences
Hurt Your SEM Results
Sample DialogTech locations scorecard report - not actual customer’s data
1
2
3

20. Schedule Your 1:1
Strategy Evaluation

21. www.justuno.com/plus-offer/

22. The #1 Conversation Intelligence
Platform for Digital Marketers
Visit DialogTech.com to request a demo
See how leading brands measure and
optimize the value of phone calls from
search and digital marketing to acquire
more customers and grow revenue

23. Live Q&A

24. Emerging Marketplaces
2:00PM – 2:55PM PT / 5:00PM – 5:55PM EST
2021 Digital Marketing Panels
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