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5 Ways to Supercharge Your Mobile Revenue with Call Intelligence

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The Mobile PPC Mindset HOW CALLS FIT INTO THE CUSTOMER EXPERIENCE
THE WORLD HAS GONE MOBILE…… EMAIL 51% of Emails are Opened on Mobile SEARCH Mobile Search to Overtook Desktop Search in 2015 ADS Mobile Ad Spending Growing at 3x Non-Mobile Digital Spending SOCIAL 100% of Facebook’s Revenue Growth is Coming from Mobile
AND ITS CHANGING CONSUMER BEHAVIOR… vs. This is a computer. This is a phone.
MOBILE SEARCH DRIVES BILLIONS OF CALLS 61% of mobile searches result in call 70+ Billion inbound calls via mobile search by 2016
AND CALLS DRIVE REVENUE Calls convert at a much higher rate than web leads. 1-2% for clicks 30-50% for calls
66% Advertisers that consider calls the most valuable type of lead
ARE YOU LETTING SEARCHERS CALL? Basics: Click-to-call ads •  Including a phone number increases click through rates by 6-8% •  70% of mobile searchers have used the call button
TWEET OF THE DAY “57% of sales teams prefer receiving inbound calls to web leads, but only 22% of marketers use PPC call extensions.” #KissWebinar
ARE YOU LETTING SEARCHERS CALL? Must-haves: •  Always add numbers on landing pages, forms •  Include all types of offers (eBooks, Social Pages, Webinars)
YOU MAY BE SURPRISED… 70% of our calls from paid search come from a landing page, not the ad. 31% 69% Call directly from ad (Call Extensions) Call from landing page
YOU MAY BE SURPRISED… White papers drive 10% of our calls.
WITHOUT INSIGHT INTO HOW PAID SEARCH IS DRIVING CALLS
COUNTING CALLS ISN’T ENOUGH With calls, quality has a huge impact on ROI and revenue.
Optimizing for Calls CHECKLIST FOR DRIVING BETTER ROI AND MORE REVENUE
CHECKLIST FOR OPTIMIZATION ! Are your campaigns driving prospect vs customer service calls? - Set appropriate IVR filtering & routing rules to match caller with right recipient
DRIVE A MORE TARGETED CROSS-CHANNEL EXPERIENCE #  Get real-time data synced into your bid management systems #  Leverage this offline conversion data for more accurate re-targeting across all digital channels
GET BETTER SALES ALIGNMENT, CLOSED-LOOP ROI !
Measuring for Success NEW KPI FOR CLOSED LOOP REPORTING
SHOW THE WHOLE VALUE OF MARKETING EFFORTS ! 
MID-FUNNEL PERFORMANCE MEASUREMENT •  Cost Data •  Keyword Data •  Impressions •  Clicks •  Calls Platform KPI’s Mid Funnel •  Adwords •  Bing Platform Data
SYNCING ANALYTICS DATA WITH ADWORDS FOR CALL CONVERSIONS Conversion name Conversions Cost
ACCURATELY REFLECT COST AND CONVERSION DATA
BACK END PERFORMANCE MANAGEMENT •  Opportunity Size •  Closed Revenue •  Lead Details •  Lead Activity •  Sales Status Platform KPI’s Bottom Funnel •  Salesforce (CRM) •  Marketo (Marketing Automation) Back End Data
SHOW THE WHOLE VALUE OF MARKETING EFFORTS ! 
BACKEND PERFORMANCE DATA ! 
ATTRIBUTE OPPORTUNITIES AND REVENUE TO YOUR CALL CAMPAIGNS ! 
COMPLETE ATTRIBUTION MEASUREMENT

Publicado en: Marketing
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5 Ways to Supercharge Your Mobile Revenue with Call Intelligence

  1. 1. 5 Ways to Supercharge Your Mobile Revenue with Call Intelligence JULIA STEAD, INVOCA STEVE BURNETT, OBILITY
  2. 2. @NEILPATEL#KissWebinar @Kissmetrics #Callintelligence #KissWebinar @thuelmadsen
  3. 3. JULIA STEAD Director of Demand Generation, Invoca @JuliaStead STEVE BURNETT Senior SEM Manager, Obility @ObilityB2B
  4. 4. @NEILPATEL#KissWebinar @Kissmetrics #Callintelligence #KissWebinar @JuliaStead @ObilityB2B
  5. 5. 1 The Mobile PPC Mindset 2 3 Measuring for Success TABLE OF CONTENTS Optimizing for Calls
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. The Mobile PPC Mindset HOW CALLS FIT INTO THE CUSTOMER EXPERIENCE
  8. 8. THE WORLD HAS GONE MOBILE…… EMAIL 51% of Emails are Opened on Mobile SEARCH Mobile Search to Overtook Desktop Search in 2015 ADS Mobile Ad Spending Growing at 3x Non-Mobile Digital Spending SOCIAL 100% of Facebook’s Revenue Growth is Coming from Mobile
  9. 9. AND ITS CHANGING CONSUMER BEHAVIOR… vs. This is a computer. This is a phone.
  10. 10. MOBILE SEARCH DRIVES BILLIONS OF CALLS 61% of mobile searches result in call 70+ Billion inbound calls via mobile search by 2016
  11. 11. AND CALLS DRIVE REVENUE Calls convert at a much higher rate than web leads. 1-2% for clicks 30-50% for calls
  12. 12. 66% Advertisers that consider calls the most valuable type of lead
  13. 13. ARE YOU LETTING SEARCHERS CALL? Basics: Click-to-call ads •  Including a phone number increases click through rates by 6-8% •  70% of mobile searchers have used the call button
  14. 14. TWEET OF THE DAY “57% of sales teams prefer receiving inbound calls to web leads, but only 22% of marketers use PPC call extensions.” @NEILPATEL @Kissmetrics @Invoca #KissWebinar #callintelligence
  15. 15. ARE YOU LETTING SEARCHERS CALL? Must-haves: •  Always add numbers on landing pages, forms •  Include all types of offers (eBooks, Social Pages, Webinars)
  16. 16. YOU MAY BE SURPRISED… 70% of our calls from paid search come from a landing page, not the ad. 31% 69% Call directly from ad (Call Extensions) Call from landing page
  17. 17. YOU MAY BE SURPRISED… White papers drive 10% of our calls. 58%23% 10% 3% 3% 3% Web Content Product Offer Whitepaper eBook Blog Other
  18. 18. WITHOUT INSIGHT INTO HOW PAID SEARCH IS DRIVING CALLS… Digital Attribution ! Clear Conversion Data ! Claim Credit for Results ! Optimize SEM and SEO efforts to get more The “False Negative” "  No Conversion Data "  No Credit for Results "  Cancel campaigns that are driving low digital conversions Marketers are at risk of optimizing against themselves.
  19. 19. COUNTING CALLS ISN’T ENOUGH With calls, quality has a huge impact on ROI and revenue.
  20. 20. Optimizing for Calls CHECKLIST FOR DRIVING BETTER ROI AND MORE REVENUE
  21. 21. CHECKLIST FOR OPTIMIZATION ! Are your campaigns driving prospect vs customer service calls? - Set appropriate IVR filtering & routing rules to match caller with right recipient
  22. 22. CHECKLIST FOR OPTIMIZATION !  What time of day, device (mobile vs landline) and from which regions are they calling from? - Adjust bidding strategy based on time of day, device, and region
  23. 23. CHECKLIST FOR OPTIMIZATION ! Which keywords, products or services are driving revenue? - Modify your keyword bidding strategy, ad copy, and landing pages
  24. 24. DRIVE A MORE TARGETED CROSS-CHANNEL EXPERIENCE #  Get real-time data synced into your bid management systems #  Leverage this offline conversion data for more accurate re-targeting across all digital channels
  25. 25. GET BETTER SALES ALIGNMENT, CLOSED-LOOP ROI !  Create call leads in real-time just like digital leads !  Give sales/call center team insight into why they’re calling Real-time call data
  26. 26. Measuring for Success NEW KPI FOR CLOSED LOOP REPORTING
  27. 27. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  28. 28. 1 Let your prospects call 2 3 Create a better customer experience with filtering, routing, and retargeting data from calls KEY TAKEAWAYS Measure call quality, not quantity Look beyond conversions – focus on revenue4
  29. 29. FRONT END PERFORMANCE MEASUREMENT •  Clicks •  Calls •  Source •  Campaign •  Ad Group Platform KPI’s Top Funnel •  Analytics Front End Data
  30. 30. SHOW THE WHOLE VALUE OF MARKETING EFFORTS
  31. 31. SHOW THE WHOLE VALUE OF MARKETING EFFORTS
  32. 32. SHOW THE WHOLE VALUE OF MARKETING EFFORTS Conversion)Name Sum)of)Conversions FastQuote 1,349 Phone1Calls 1,166 Grand)Total 2,515 Spend CPA)(no)calls) CPA)(with)calls) $149,740.77 $111.00 $59.54
  33. 33. SHOW THE WHOLE VALUE OF MARKETING EFFORTS !  At the campaign level, without phone calls campaign optimization looks very different !  Without the ability to include phone calls, CPA is almost double !  Several key campaigns would have been minimized or turned off completely !  With phone calls, CPA is way below target Campaigns FastQuote Phone1Calls Costs CPA1(no1phone1calls) CPA1(with1phone1calls) Campaign(1 8 233 $20,146 $2,518.26 $83.59 Campaign(2 267 183 $22,840 $85.54 $50.76 Campaign(3 29 125 $11,633 $401.14 $75.54 Campaign(4 223 100 $4,329 $19.41 $13.40 Campaign(5 248 69 $12,364 $49.85 $39.00 Campaign(6 46 50 $8,282 $180.04 $86.27 Campaign(7 44 45 $5,689 $129.29 $63.92 Campaign(8 17 38 $5,107 $300.38 $92.85 Campaign(9 41 37 $4,536 $110.64 $58.16 Campaign(10 40 34 $6,759 $168.98 $91.34 Campaign(11 94 34 $8,490 $90.32 $66.33 Campaign(12 1 32 $3,611 $3,610.97 $109.42 Campaign(13 60 32 $3,992 $66.53 $43.39 Campaign(14 6 18 $2,406 $400.98 $100.24 Campaign(15 10 18 $1,983 $198.29 $70.82 Campaign(16 21 18 $1,833 $87.30 $47.01 Campaign(17 16 $503 $0.00 $31.46 Campaign(18 18 16 $2,547 $141.48 $74.90 Campaign(19 26 14 $3,999 $153.82 $99.98 Campaign(20 100 10 $7,673 $76.73 $69.76 Campaign(21 8 $1,015 $0.00 $126.83 Campaign(22 12 8 $1,377 $114.73 $68.84 Campaign(23 4 8 $2,126 $531.45 $177.15 Campaign(24 7 6 $641 $91.55 $49.29 Campaign(25 4 $518 $0.00 $129.58 Campaign(26 11 3 $2,547 $231.51 $181.90 Campaign(27 1 2 $54 $53.99 $18.00 Campaign(28 7 2 $794 $113.44 $88.23 Campaign(29 2 1 $1,116 $557.77 $371.84 Campaign(30 6 1 $425 $70.76 $60.65 Campaign(31 1 $401 $0.00 $401.22 Totals: 1,349 1,166 149734.3 $111.00 $59.54
  34. 34. MID-FUNNEL PERFORMANCE MEASUREMENT •  Cost Data •  Keyword Data •  Impressions •  Clicks •  Calls Platform KPI’s Mid Funnel •  Adwords •  Bing Platform Data
  35. 35. SYNCING ANALYTICS DATA WITH ADWORDS FOR CALL CONVERSIONS Conversion name Conversions Cost / est. total conv. Conv. rate Conv. (opt.) Cost / conv. (opt.) Conv. rate (opt.) Campaign Ad group Qualified Call 2 110.82 7.69% 2 110.82 7.69% Campaign 1 Ad Group 1 Qualified Call 1 35.41 25.00% 1 35.41 25.00% Campaign 1 Ad Group 2 Qualified Call 4 91.16 8.51% 4 91.16 8.51% Campaign 2 Ad Group 3 Qualified Call 4 249.01 2.90% 4 249.01 2.90% Campaign 3 Ad Group 4 Qualified Call 2 213.35 7.69% 2 213.35 7.69% Campaign 3 Ad Group 3 Qualified Call 5 48.96 13.16% 5 48.96 13.16% Campaign 2 Ad Group 1 Qualified Call 5 366.44 2.30% 5 366.44 2.30% Campaign 4 Ad Group 3 Qualified Call 4 22.87 8.16% 4 22.87 8.16% Campaign 3 Ad Group 1 Qualified Call 1 35.12 20.00% 1 35.12 20.00% Competitor Ad Group 3 Qualified Call 8 128.17 2.11% 8 128.17 2.11% Campaign 2 Ad Group 1 Qualified Call 1 1,028.49 1.59% 1 1,028.49 1.59% Campaign 3 Ad Group 1 Qualified Call 3 60.05 5.08% 3 60.05 5.08% Campaign 4 Ad Group 4 Campaign Ad Group Clicks Cost CPC Sessions Bounce Rate Pages / Session Qualified Call Qualified Call Campaign 1 Ad Group 1 625 $217.40 $0.35 25 80.00% 1.16 0.00% 0 Campaign 2 Ad Group 1 487 $981.62 $2.02 556 92.09% 1.13 0.36% 2 Campaign 3 Ad Group 2 223 $165.85 $0.74 21 80.95% 1.52 0.00% 0 Campaign 2 Ad Group 2 181 $386.88 $2.14 181 91.71% 1.07 0.00% 0 Campaign 3 Ad Group 2 171 $652.12 $3.81 195 78.97% 1.36 1.03% 2 Campaign 1 Ad Group 3 140 $1,256.96 $8.98 141 94.33% 1 0.71% 1 Campaign 3 Ad Group 1 130 $1,600.00 $12.31 141 87.94% 1.11 0.71% 1 Campaign 1 Ad Group 4 111 $182.71 $1.65 124 95.97% 1.04 0.00% 0 Campaign 1 Ad Group 1 81 $747.10 $9.22 83 95.18% 1.12 0.00% 0 Campaign 3 Ad Group 2 75 $630.36 $8.40 76 90.79% 1.18 0.00% 0 2,778 $12,102.90 $4.36 3,316 57.24% 0.76 1.00% 33
  36. 36. ACCURATELY REFLECT COST AND CONVERSION DATA Campaign Name Clicks Impressions CTR Cost Avg. CPC Conversions CVR Cost/Conv. Call Conv. Total Conv. Actual CPC Display 1,364 511,442 0.91% $2,858.82 $2.14 27 1.73% $105.88 19 46 $62.15 Display Campaign 1 586 275,521 0.21% $1,518.75 $2.59 17 2.90% $89.34 10 27 $56.25 Display Campaign 2 335 10,846 3.09% $134.63 $0.40 2 0.60% $67.32 0 2 $67.32 Display Campaign 3 380 167,325 0.23% $1,025.35 $2.70 7 1.84% $146.48 8 15 $68.36 Display Campaign 4 63 57,750 0.11% $180.09 $2.86 1 1.59% $180.09 1 2 $90.05 Search 736 62,039 1.70% $3,572.47 $5.90 39 4.73% $91.60 22 61 $58.57 Search Campaign 1 160 19,962 0.80% $1,152.81 $7.21 4 2.50% $288.20 5 9 $128.09 Search Campaign 2 340 7,164 4.75% $678.80 $2.00 26 7.65% $26.11 10 36 $18.86 Search Campaign 3 181 23,901 0.76% $1,363.97 $7.54 6 3.31% $227.33 6 12 $113.66 Search Campaign 4 55 11,012 0.50% $376.89 $6.85 3 5.45% $125.63 1 4 $94.22 Retargeting 402 172,353 0.33% $504.03 $1.31 12 3.31% $42.00 0 12 $42.00 Retargeting Campaign 1 111 53,776 0.21% $89.56 $0.81 5 4.50% $17.91 0 5 $17.91 Retargeting Campaign 2 131 16,467 0.80% $194.64 $1.49 2 1.53% $97.32 0 2 $97.32 Retargeting Campaign 3 65 51,136 0.13% $129.56 $1.99 4 6.15% $32.39 0 4 $32.39 Retargeting Campaign 4 95 50,974 0.19% $90.27 $0.95 1 1.05% $90.27 0 1 $90.27 Grand Total 3,827 1,382,243 0.28% $18,422.52 $4.81 124 3.24% $148.57 74 198 $93.04
  37. 37. BACK END PERFORMANCE MANAGEMENT •  Opportunity Size •  Closed Revenue •  Lead Details •  Lead Activity •  Sales Status Platform KPI’s Bottom Funnel •  Salesforce (CRM) •  Marketo (Marketing Automation) Back End Data
  38. 38. SHOW THE WHOLE VALUE OF MARKETING EFFORTS !  Keyword level data is available even in instances where there is no “click” !  Designate a phone number(s) from the bank of numbers for strategies that may not require a traceable action (like call extensions)
  39. 39. BACKEND PERFORMANCE DATA !  Tie Salesforce leads back to the paid search call campaigns that drove them First Name Last Name Title Company / Account Lead Source Acquisition Program Sample Name Sample Last Name Marketing Title Sample Company Paid Search Call Extensions Paid Search Adwords Sample Name Sample Last Name Marketing Title Sample Company Paid Search Call Extensions Paid Search Adwords Sample Name Sample Last Name Marketing Title Sample Company Paid Search Call Extensions Paid Search Adwords Sample Name Sample Last Name Marketing Title Sample Company Paid Search Call Extensions Paid Search Adwords Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer Sample Name Sample Last Name Marketing Title Sample Company Paid Search PS (Google) Sample Offer
  40. 40. ATTRIBUTE OPPORTUNITIES AND REVENUE TO YOUR CALL CAMPAIGNS !  Link opportunity, sale data back to the keyword, ad group, campaign that drove the call Campaign Name Opportunity Name Oppt Close Date Stage Total Value of Won Opportunities Call Extensions Paid Search Adwords Opportunity 1 1/1/2016 Closed Won $25,000 Call Extensions Paid Search Adwords Opportunity 2 1/1/2016 Closed Won $30,000 Call Extensions Paid Search Adwords Opportunity 3 1/1/2016 Closed Lost $100,000 Call Extensions Paid Search Adwords Opportunity 4 1/1/2016 Closed Lost $75,000 Call Extensions Paid Search Adwords Opportunity 5 1/1/2016 6 - Pending $68,000
  41. 41. COMPLETE ATTRIBUTION MEASUREMENT •  Clicks •  Calls •  Source •  Campaign •  Ad Group Platform KPI’s Top Funnel •  Analytics Front End Data •  Adwords •  Bing Platform Data Platform KPI’s Mid Funnel •  Cost Data •  Keyword Data •  Impressions •  Clicks •  Calls •  Opportunity Size •  Closed Revenue •  Lead Details •  Lead Activity •  Sales Status •  Salesforce •  Marketo Back End Data Platform KPI’s Bottom Funnel
  42. 42. Questions? JULIA STEAD Director of Demand Generation, Invoca @JuliaStead STEVE BURNETT Senior SEM Manager, Obility @ObilityB2B

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