From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Rapidly Changing World Of Offline Targeting And Attribution. PRESENTATION: Measuring and Analyzing Call Conversions - Given by Kelley Schultz, @kelleyliefer - DialogTech, Director of Digital & Analytics. #SMX #12C

1. #SMX #12C @KelleyLiefer
Measuring & Analyzing Call Conversions
How to Measure, Attribute & Use Call Data in Digital

2. #SMX #12C @KelleyLiefer
Measuring & Analyzing Call Conversions
How to Measure, Attribute & Use Call Data in Digital

3. #SMX #12C @KelleyLiefer
Smartphones have changed the way consumers engage with digital
marketing. Instead of filling out web forms, consumers often call.
Why Phone Calls Matter to Marketers:
Digital Marketing Drives Conversations

4. #SMX #12C @KelleyLiefer
Calls Are Conversions Driven by Digital Channels
76 BILLION
calls to US
businesses
in 2014.
48B
Over 48 billion call conversions
from search ads in 2017.
19B Over 19 billion call conversions
from Facebook ads in 2017.
29B
Nearly 29 billion call conversions
from display ads in 2017.
162 BILLION
calls expected from
digital marketing in
2019.

5. #SMX #12C @KelleyLiefer

6. #SMX #12C @KelleyLiefer
Consumers that research purchases online often call to engage with
businesses. These calls happen throughout the customer journey and are
critical for turning prospects into loyal customers.
The New Customer Journey:
Shoppers Research Online, but Convert by Calling
1 2 3 4 5 6
Consumer
SEARCHES for a
service on their
smartphone
VISITS a business's
website and finds
phone number of
closest location
CALLS that
location and
becomes a sales
prospect
Prospect later
SEES retargeted
display ad for that
business
REVISITS the
website and
finds number of
closest location
CALLS the
location again
and becomes a
customer
RESEARCH PURCHASE

7. #SMX #12C @KelleyLiefer

8. #SMX #12C @KelleyLiefer
Dangers of Not Attributing Calls From Marketing
You struggle
to prove
marketing ROI
You misallocate
marketing
spend
You lose
customers and
revenue
You could be missing
attribution on 50% or more
of the conversions from
your marketing.
You could inadvertently cut
spend on high-performing
channels, ads, and
keywords.
By ignoring your call
channel, you could face
lower conversion rates and
higher customer churn.

9. #SMX #12C @KelleyLiefer
Measuring & Optimizing for Call
Conversions in PPC

10. #SMX #12C @KelleyLiefer
Modify your
columns to
include DT
integration
metrics.
Attributing Calls Back to Paid Search
Calls from
Landing Pages
Calls from Call
Extensions
When viewing your Google AdWords performance, make sure to bring offline conversions (calls) into
every view: Campaign, Ad Group, Keyword, and Ad Copy.

11. #SMX #12C @KelleyLiefer
Optimize Your PPC Bids & Budgets By Device
Calls from
Landing Pages
Calls from Call
Extensions
To view by
device: Click
“Segment”
then “Device
Type”
To improve your CPA, modify device bid based on types of conversions and the device your conversions are coming
from. Segment top performing keywords on mobile device into campaigns with high mobile bids.

12. #SMX #12C @KelleyLiefer
Keyword-Level Call Attribution
Calls from
Landing Pages
Calls from Call
Extensions
Segment top performing keywords into their own campaign and ad group to dedicate
budget and monitor first page bids.

13. #SMX #12C @KelleyLiefer
Optimizing Your Local Search Ads to Drive Calls
4
1
2
More than 2x
mobile local searches
expected in 2019 from
2014.
Local numbers get
3 times
as many calls as
toll-free numbers.
Up to 53%
of mobile shoppers have
called a business. 3
1. Use call extension with
local phone number.
2. Include location extension.
3. Include incentive to call.
4. Mention location in ad text
and URL.

14. #SMX #12C @KelleyLiefer
Measuring & Optimizing for Call
Conversions in Display

15. #SMX #12C @KelleyLiefer
Display Spend Has Surpassed Search Spend
of all programmatic
display ads in 2017 will
be seen on mobile.
75%

16. #SMX #12C @KelleyLiefer
Display Lifts Conversions From Lower Funnel Channels
Conversion
rates jump 59%
when search
relates to a
display ad.
6.3% lift in
mobile searches
from Facebook
ads.
27% perform a
search after
viewing display
ad.

17. #SMX #12C @KelleyLiefer
Display Strategies to Drive Mobile Conversions
Mobile Display Tactics Audience Targeting Creative Messaging
• Programmatic
• Native
• Click-to-Call
• Go beyond just retargeting on
mobile
• Target your impressions to
prospect audiences that
mirror your best customers
and ideal target market
• A/B testing by device as
well as by audience
• Customize your
creative to suit the
audience's needs

18. #SMX #12C @KelleyLiefer
Use Call Data to Target Lookalike Audiences
Integrate call data with data management platforms
(DMPs) and demand-side platforms (DSPs).
Find purchase-ready audiences with characteristics
that match past callers.

19. #SMX #12C @KelleyLiefer
Create Audience Exclusions
Don’t waste impressions!
EXCLUDE Customers Who:
§ Converted online
§ Converted over the phone
§ Current customers by understanding their “reach out”
§ Called for customer support
§ Hit login page of site

20. #SMX #12C @KelleyLiefer
Cross-Channel Targeting Strategies
Custom Audience
Target web form leads with
special search, FB, or display
ads encouraging them to call.
Lookalike/Similar Audiences
Target new audiences with
display ads resembling customers
who have called you.
Retarget Past Callers
Tailor ads and bids to target
people who have visited your
site and called.

21. #SMX #12C @KelleyLiefer
Integrating 1st Party Call Data with Mar-tech Tools
AudienceTargeting and Exclusions
Find purchase-ready audiences with characteristics
that match past callers or retarget website visitors
who called but didn’t convert.
View-Through Call Attribution
Full Customer Journey
Understand how display, and upper funnel channels,
fuels customers who end up calling from direct, SEO,
social, or paid source.
Feed both online
and offline call
data into DSPs,
DMPs, and multi-
touch attribution
platforms.

22. #SMX #12C @KelleyLiefer
View Through Call Attribution to Prove ROI
Often times conversions
influenced by display do not
occur when a lead sees the ad,
but later through a different
channel.

23. #SMX #12C @KelleyLiefer
Increase Conversions by Driving Calls from Ads
Use click-to-call ad
technology to drive
customer acquisition
from mobile display.

24. #SMX #12C @KelleyLiefer
SEE YOU AT THE NEXT #SMX
THANK YOU!