Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
#SEJThinkTank
@DialogTech
The Secret to
AdWords, Facebook
& Display ROI:
Phone Call Conversions
Blair Symes
Director of Content Marketing
DialogTech
Blair works with marketers and digital agencies
to help them drive mo...
What we will cover today
1. Inbound calls are valuable conversions from AdWords,
Facebook, and display ads – and they are ...
Why Calls Matter:
You can’t measure and optimize digital ROI if
you ignore phone calls
The ROI challenge with digital advertising
Source: eMarketer
90% say they struggle to tie
conversions back to digital mark...
A quick story
Canada's largest cemetery and
funeral services provider
WHO THEY ARE
National marketing team
responsible for...
Like most websites, Arbor has 2 conversion options
Arbor
calls you
You call
Arbor
But
marketing
was only
measuring
web for...
Huge lift in ROI just by getting credit for calls
“We've added callers
from marketing to
the mix and are
attributing 150%
...
Most businesses want calls more than web leads
Source: Google, xAd, TravelClick, Kelley Blue Book, Sequence, DialogTech, M...
Digital advertising now focuses on smartphones
Sources: Google, Adobe, comScore, Facebook, eMarketer
SEARCH
Over 50% of
se...
110% growth in calls to US businesses from
digital ads targeting smartphones (2014 to 2019)
An explosion in phone calls fr...
Calls are often your most valuable conversions
Source: BIA/Kelsey
10x-15x
Calls convert to revenue 10x-15x
more than web l...
Secrets to Increasing ROI
Optimize your digital ad campaigns to drive calls,
not just online conversions
Test click-to-call in search ads
Call
Extension
Call-Only
Ad
I want clicks and calls I just want calls
70%
of mobile searc...
Use local search ads to drive calls
Google Maps AdLocal Search AdMulti-Location AdNearby Business Ads
Mobile searchers
are...
Drive calls from Facebook with Call Now buttons
#SEJThinkTank
@DialogTech
Create display CTAs based on what you want
I want web forms and calls I want calls I want callsI want web forms and calls
...
Provide call option on landing pages and website
Call option with web formsCall Now as the main CTA Put call button/number...
Secrets to Increasing ROI
Targeting tactics to drive more calls and
customers
Retarget past callers with call-focused ad campaigns
If someone
has a
history of
calling…
…target them
with ads and
LPs
en...
B2C cross-channel example
Consumer sees banner ad Calls to get more info Later runs search Calls from ad to book
Banner ad...
B2B content marketing example
Advertise content to generate initial interest Show ad with offer to incentive call from ad ...
Drove 

4x the calls 

from campaigns that
used caller data to
target lookalike
audiences
Expand reach to new audiences li...
Use caller data as exclusions
Don’t waste impressions!
Exclude audiences who:
● Already called you
● Current customer
● Ca...
Secrets to Increasing ROI
Take the same data-driven approach to phone
calls as you do online conversions
Data marketers capture from phone calls
What Drove the Call
Marketing channel
Specific ad or program
Search keywords
Websi...
ANSWER: 

With a call tracking solution
GOES BY MANY NAMES: 

call tracking | call attribution | call analytics
WHAT IT DO...
Integrate call data with your marketing & ad platforms
Measure and optimize for the entire customer
journey – both online ...
Some examples
#SEJThinkTank
@DialogTech
Optimize for what drives the best conversions
WHAT YOU NOW KNOW: 

How your marketing drives not just calls and clicks, bu...
Secrets to Increasing ROI
Marketers can have an impact on the caller
experience – and that impacts ROI
Sources: OnBrand Group, American Express
Caller experience impacts marketing ROI
84%
of callers would cease
doing business...
Where are you sending calls?
Call Center(s) Office(s) Store(s) Dealership(s) Campus(es)
Are you routing calls to one or mu...
Use insights on callers to route them optimally
Caller’s location
Marketing source that drove call
Time of day
Caller’s an...
B2B call routing example
Distributor of industrial
components
WHO THEY ARE
Sales engineers taking
calls in offices in 5 US...
Auto dealership call routing example
Call rings every salesperson’s desk and cell phone at
once – first who answers gets l...
See the
marketing
source that
drove call
See info on
the caller and
their location
Arm sales agented with marketing insigh...
Secrets to Increasing ROI
Analyze the caller experience for marketing
insights
When you spend budget on calls, you should know:
Was the call answered?
How long did it last?
Was it a sales lead?
What pr...
Conversation analytics for marketers (example)
Step 1
Filter calls by a wide range of criteria:
• Location or agent that a...
Conversation analytics for marketers (example)
Step 2
See every call that fits
your search, along
with:
• Caller info
• Wh...
Conversation analytics for marketers (example)
Listen to the
recording of the
call
Read the
transcription with
key words
h...
Customer Success Story
WHO THEY ARE
Sylvan is the leading test-prep tutoring firm with 750+ locations
across North America.
ABOUT THEIR MARKETING...
How the marketing team took control of phone calls
Marketing Channel
Specific Ad
Search Keywords
Time/Day of Call
Caller L...
If any location is underperforming, Sylvan can see why
National marketing team analyzes calls to
that specific location to...
Get a personal walkthrough of the DialogTech platform
Measure & Optimize 

how your marketing drives
phone calls
Integrate...
The Secret to AdWords, Facebook, and Display ROI: Phone Call Conversions
Próxima SlideShare
Cargando en…5
×
Próxima SlideShare
What to Upload to SlideShare
Siguiente
Descargar para leer sin conexión y ver en pantalla completa.

7

Compartir

Descargar para leer sin conexión

The Secret to AdWords, Facebook, and Display ROI: Phone Call Conversions

Descargar para leer sin conexión

Want to learn proven strategies on how to improve ROI and how to acquire more customers from your AdWords, Facebook, and display ad campaigns?

Join phone conversion expert, Blair Symes from DialogTech, in this sponsored webinar covering the impact of call conversions and some optimization tips on AdWords, Facebook, and display ad campaigns.

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

The Secret to AdWords, Facebook, and Display ROI: Phone Call Conversions

  1. 1. #SEJThinkTank @DialogTech The Secret to AdWords, Facebook & Display ROI: Phone Call Conversions
  2. 2. Blair Symes Director of Content Marketing DialogTech Blair works with marketers and digital agencies to help them drive more calls and customers About the Speaker About DialogTech The leading provider of marketing analytics for phone calls #SEJThinkTank @DialogTech
  3. 3. What we will cover today 1. Inbound calls are valuable conversions from AdWords, Facebook, and display ads – and they are increasing. 2. There are digital ad strategies to help you drive calls. 3. Marketers should take a data-driven approach to calls, just like clicks. 4. There is real value for marketers to analyze and optimize the caller experience. #SEJThinkTank @DialogTech
  4. 4. Why Calls Matter: You can’t measure and optimize digital ROI if you ignore phone calls
  5. 5. The ROI challenge with digital advertising Source: eMarketer 90% say they struggle to tie conversions back to digital marketing You Invest in Ad Campaigns They Generate Conversions Online Phone Call In Person Can You Measure Success? #SEJThinkTank @DialogTech
  6. 6. A quick story Canada's largest cemetery and funeral services provider WHO THEY ARE National marketing team responsible for driving conversions to 150+ locations across Canada #SEJThinkTank @DialogTech
  7. 7. Like most websites, Arbor has 2 conversion options Arbor calls you You call Arbor But marketing was only measuring web forms #SEJThinkTank @DialogTech
  8. 8. Huge lift in ROI just by getting credit for calls “We've added callers from marketing to the mix and are attributing 150% more revenue.”CRM #SEJThinkTank @DialogTech
  9. 9. Most businesses want calls more than web leads Source: Google, xAd, TravelClick, Kelley Blue Book, Sequence, DialogTech, McKinsey & Company Insurance 75% of insurance shoppers call agent or contact center. Financial Services 68% want to call while researching purchases. Education 40% want phone conversations to learn about schools. Senior Care 70% of marketing leads are phone calls. Home Services 70% want to call businesses to purchase home services. Real Estate 50% of home buyers and sellers call realtors to engage. Automotive 25% of auto shoppers first contact a dealership by calling. Retail 51% want to call a store when buying home goods. Travel & Hospitality 35% of hotel bookings are from phone calls. Health Care 88% of patients book appointments over the phone. Telecom 39% make a purchase by calling. Business with products or services that are
 complex, 
 expensive, infrequent, 
 or urgent want phone calls #SEJThinkTank @DialogTech
  10. 10. Digital advertising now focuses on smartphones Sources: Google, Adobe, comScore, Facebook, eMarketer SEARCH Over 50% of searches are mobile FACEBOOK 87% access Facebook on mobile DISPLAY 71% of digital media time is mobile 51% 
 of global website traffic comes from smartphones 69% of US search ad spend 
 will be mobile in 2017 84% of Facebook ad spend 
 is now mobile 70% of US display ad spend 
 will be mobile in 2017 #SEJThinkTank @DialogTech
  11. 11. 110% growth in calls to US businesses from digital ads targeting smartphones (2014 to 2019) An explosion in phone calls from digital ads Source: BIA/Kelsey 2014 2015 2016 2017 2018 2019 Search Display Social Landing pages 162
 billion145
 billion129
 billion 108
 billion93 
 billion76 
 billion VS Click-to-call is easier and faster than filling out a web form 40 billion 
 calls from US search ads in 2016 12 billion 
 calls from US social ads in 2016 28 billion 
 calls from US display ads in 2016 #SEJThinkTank @DialogTech
  12. 12. Calls are often your most valuable conversions Source: BIA/Kelsey 10x-15x Calls convert to revenue 10x-15x more than web leads. $1 Trillion Calls will influence $1 trillion in US consumer spending this year. Customers who initiate inbound calls convert faster, spend more, and have a higher retention rate. 
 “ #SEJThinkTank @DialogTech
  13. 13. Secrets to Increasing ROI Optimize your digital ad campaigns to drive calls, not just online conversions
  14. 14. Test click-to-call in search ads Call Extension Call-Only Ad I want clicks and calls I just want calls 70% of mobile searchers have called a business directly from search results Source: Google #SEJThinkTank @DialogTech
  15. 15. Use local search ads to drive calls Google Maps AdLocal Search AdMulti-Location AdNearby Business Ads Mobile searchers are: 40% more likely to call a business 51% more likely to make a purchase Source: Google Consider increasing bids for searchers in your area #SEJThinkTank @DialogTech
  16. 16. Drive calls from Facebook with Call Now buttons #SEJThinkTank @DialogTech
  17. 17. Create display CTAs based on what you want I want web forms and calls I want calls I want callsI want web forms and calls #SEJThinkTank @DialogTech
  18. 18. Provide call option on landing pages and website Call option with web formsCall Now as the main CTA Put call button/number on every page Include call button in header Permanent footer call button #SEJThinkTank @DialogTech
  19. 19. Secrets to Increasing ROI Targeting tactics to drive more calls and customers
  20. 20. Retarget past callers with call-focused ad campaigns If someone has a history of calling… …target them with ads and LPs encouraging them to call #SEJThinkTank @DialogTech
  21. 21. B2C cross-channel example Consumer sees banner ad Calls to get more info Later runs search Calls from ad to book Banner ad with offer incentives action LP with ”call now” as main CTA drives call Knows past caller is good lead – bids more Includes option to call directly from ad
  22. 22. B2B content marketing example Advertise content to generate initial interest Show ad with offer to incentive call from ad or LP Special offer Use email address to target via AdWords #SEJThinkTank @DialogTech
  23. 23. Drove 
 4x the calls 
 from campaigns that used caller data to target lookalike audiences Expand reach to new audiences likely to call Target lookalike audiences resembling customers who called #SEJThinkTank @DialogTech
  24. 24. Use caller data as exclusions Don’t waste impressions! Exclude audiences who: ● Already called you ● Current customer ● Called from Careers page #SEJThinkTank @DialogTech
  25. 25. Secrets to Increasing ROI Take the same data-driven approach to phone calls as you do online conversions
  26. 26. Data marketers capture from phone calls What Drove the Call Marketing channel Specific ad or program Search keywords Website interaction and page they called from Quality of the Lead Was the call a quality sales lead? Did the call convert? What was the value of the call? Data can be used to measure digital ROI, improve targeting, and optimize ad spend for what’s really driving customers. Caller Profile Name & phone number Geographic location First-time or repeat caller Time and day of call #SEJThinkTank @DialogTech
  27. 27. ANSWER: 
 With a call tracking solution GOES BY MANY NAMES: 
 call tracking | call attribution | call analytics WHAT IT DOES:
 Provides actionable marketing analytics for inbound phone calls
 
 Some also provide ability to analyze and optimize the call experience How can marketers get this data? #SEJThinkTank @DialogTech
  28. 28. Integrate call data with your marketing & ad platforms Measure and optimize for the entire customer journey – both online and over the phone CRM Track calls through to sales Google & Adobe Analytics View web & call data together AdWords & Facebook View web & call data together Bid Management Optimize for all conversions Website Optimization Include calls in A/B tests DMP Use call data in ad targeting #SEJThinkTank @DialogTech
  29. 29. Some examples #SEJThinkTank @DialogTech
  30. 30. Optimize for what drives the best conversions WHAT YOU NOW KNOW: 
 How your marketing drives not just calls and clicks, but customers
 WHAT YOU CAN NOW DO: 
 Optimize media spend, ad targeting, and website experiences for what drives the best conversions
 
 Eliminate what doesn’t #SEJThinkTank @DialogTech
  31. 31. Secrets to Increasing ROI Marketers can have an impact on the caller experience – and that impacts ROI
  32. 32. Sources: OnBrand Group, American Express Caller experience impacts marketing 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 • Missed calls • Lengthy wait times • Caller passed from agent to agent • Agent not knowing why a caller is calling #SEJThinkTank @DialogTech
  33. 33. Where are you sending calls? Call Center(s) Office(s) Store(s) Dealership(s) Campus(es) Are you routing calls to one or multiple locations? Are locations answering calls 24/7? Should calls for certain products or from certain geographies be routed differently? #SEJThinkTank @DialogTech
  34. 34. Use insights on callers to route them optimally Caller’s location Marketing source that drove call Time of day Caller’s answers to phone IVR Agent skillset and performance Caller history and lead status You don’t have to route every caller the same way. What is the best call experience based on what you know about that caller? #SEJThinkTank @DialogTech
  35. 35. B2B call routing example Distributor of industrial components WHO THEY ARE Sales engineers taking calls in offices in 5 US states West Coast Callers Routed to west coast offices All Others AM calls go to east coast offices PM calls go to west coast offices #SEJThinkTank @DialogTech
  36. 36. Auto dealership call routing example Call rings every salesperson’s desk and cell phone at once – first who answers gets lead If no one answers in 30 seconds, caller is sent to receptionist “We’ve increased our answer rate on calls by over 50%. We now have a 98% answer rate and have seen a 10% increase in revenue month-over-month.” #SEJThinkTank @DialogTech
  37. 37. See the marketing source that drove call See info on the caller and their location Arm sales agented with marketing insights on callers Marketing interaction generates a call Analytics on the caller presented to sales agent #SEJThinkTank @DialogTech
  38. 38. Secrets to Increasing ROI Analyze the caller experience for marketing insights
  39. 39. When you spend budget on calls, you should know: Was the call answered? How long did it last? Was it a sales lead? What product are they calling for? How did the sales agent perform? Did the call convert? #SEJThinkTank @DialogTech
  40. 40. Conversation analytics for marketers (example) Step 1 Filter calls by a wide range of criteria: • Location or agent that answered call • Marketing source of call • Day and time • Call duration • Words spoken on call #SEJThinkTank @DialogTech
  41. 41. Conversation analytics for marketers (example) Step 2 See every call that fits your search, along with: • Caller info • What drove the call • How long it lasted • Was it a sales lead #SEJThinkTank @DialogTech
  42. 42. Conversation analytics for marketers (example) Listen to the recording of the call Read the transcription with key words highlighted #SEJThinkTank @DialogTech Step 3 Drill into any call for more details: • Did the agent say the right things? • Was were they calling? • Did the caller mention important keywords
  43. 43. Customer Success Story
  44. 44. WHO THEY ARE Sylvan is the leading test-prep tutoring firm with 750+ locations across North America. ABOUT THEIR MARKETING They spend most of their national media budget on digital ads. IMPACT OF SMARTPHONES 6 years ago the ratio of phone leads to web leads was 50/50. Now its 75% phone calls. THEIR CHALLENGE They were only measuring how digital ads and keywords drove web leads. They had no insight into what drove calls. “We had a huge blind spot. We didn’t know where 75% of our leads were coming from.”
  45. 45. How the marketing team took control of phone calls Marketing Channel Specific Ad Search Keywords Time/Day of Call Caller Location Can optimize for ads and keywords driving the most calls and clicks Last year they increased leads by 44% and decreased cost per lead by 12% #SEJThinkTank @DialogTech
  46. 46. If any location is underperforming, Sylvan can see why National marketing team analyzes calls to that specific location 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? Can contact location and make 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 #SEJThinkTank @DialogTech
  47. 47. Get a personal walkthrough of the DialogTech platform Measure & Optimize 
 how your marketing drives phone calls Integrate 
 call data into other marketing and ad platforms Analyze 
 conversations for actionable insights Personalize
 the call experience to convert more callers to customers dialogtech.com | contact@dialogtech.com
  • ehsanfaissal

    Aug. 5, 2020
  • zenden

    Aug. 29, 2017
  • OjashviSeeam

    Aug. 26, 2017
  • TonyMelling76

    Aug. 25, 2017
  • MiljanBabic

    Aug. 25, 2017
  • MaryJunnetteBravo

    Aug. 24, 2017
  • shereenbadreldeen

    Aug. 24, 2017

Want to learn proven strategies on how to improve ROI and how to acquire more customers from your AdWords, Facebook, and display ad campaigns? Join phone conversion expert, Blair Symes from DialogTech, in this sponsored webinar covering the impact of call conversions and some optimization tips on AdWords, Facebook, and display ad campaigns.

Vistas

Total de vistas

4.028

En Slideshare

0

De embebidos

0

Número de embebidos

2.670

Acciones

Descargas

31

Compartidos

0

Comentarios

0

Me gusta

7

×