CIS panel with Mutual of Omaha on how to connect digital investments to phone-drive revenue.

2. Mastering the Google Suite.
Lauren Harris
Senior Product
Manager
Dan Kresha
Internet Marketing
Manager
Amy Franck
Digital Media Marketing
Manager

3. Optimize Marketing Performance.

4. About Us
For more than a century, Mutual of
Omaha has been committed to
helping our customers by providing
an array of insurance, financial and
banking products.
#InvocaSummit

5. The Role of the Google Suite
AdWords
Optimize
Tag Manager Analytics
❖ Personalize customer engagements
❖ Maximize Return on Ad Spend
❖ Streamline processes
❖ Optimize spend
#InvocaSummit

6. A Comprehensive View of our
CUSTOMERS
in Google Analytics
#InvocaSummit

7. ✓ Campaign ID
✓ Keyword
✓ Google Analytics Client ID
844-867-8126

13. Identifying
the
Calls to Action
and
Content
that
RESONATES
Google Optimize
#InvocaSummit

14. Analytics Goals can be used as
Objectives in Optimize.
Analytics Audiences can be
used for targeting in Optimize.
View Experiment and
Variation performance in
Analytics reports.
Google OptimizeGoogle Analytics
#InvocaSummit
Integrate Google Analytics and Google Optimize
...seamlessly

17. Optimizing AdWords Spend to Drive
REVENUE
#InvocaSummit

18. #InvocaSummit
Metrics
Lead Form
Submissions
Invoca Conversions Completed Online
Applications
Reporting Source Reporting Source Reporting Source

19. Call Analysis
 Duration
 Keywords / Phrases
 Time to complete an
application over the
phone
 Drop-offs
#InvocaSummit

20. Improving Customer Experience
“ Thank you for calling Mutual of Omaha. If you
are an existing policy holder and have a question
about your policy, or are a provider in need of
information, press
If you are calling to discuss Medicare
supplement options and plans,
press
#InvocaSummit
”

21. Defining Quality Calls
#InvocaSummit

22. Med Supp Brand Non Brand
Total Calls Quality Calls
#InvocaSummit
Better Decisions About Budget and Keyword Bids

23. LOOKING AHEAD
Leveraging Google Analytics Audiences to Exclude
Existing Customers in Call Extension Ads

26.  View call conversion data in AdWords
 100% match rate for mobile call extensions and
landing page calls
 Understand the types of calls and outcomes
 Supports Manager Accounts
Understand the Conversion
JOURNEY

27. 27
Consumer sees
an AdWords ad
and places a call.
Invoca tracks the
call and
analyzes the
conversation.
Invoca posts the
call conversion
data to AdWords.
How it Works

30. TAKE THE 4 QUESTION
SESSION SURVEY

31. THANK YOU