13 Agency Strategies to Improve Campaign ROI
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It’s hard to constantly bring innovative ideas to your clients that will help improve ROI – especially in more tried & true channels like paid search! Let our experts – John Busby and Katie Lyons – with over fifteen years of combined search and call tracking experience – do some of that hard work for you. Join this free webinar and walk away with 13 new ideas for boosting campaign ROI you can start applying with clients today.
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13 Agency Strategies to Improve Campaign ROI
- 1. LIVE WEBINAR Live Webinar: WordStream & Marchex 08.27.2015 Copyright 2015 WordStream, Inc. All rights reserved.
- 2. LIVE WEBINAR Meet Today’s Speakers: • Katie Lyons Sr. Customer Success Manager, Wordstream • John Busby Sr. Vice President, Marchex
- 3. LIVE WEBINAR Today’s Agenda: •How to set clear expectations & goals with your clients •How to effectively manage multiple AdWords accounts simultaneously •When and how to use call-only campaigns •Which industries contribute to the click-to-call economy •The value of gaining visibility into call quality •The challenge of unanswered calls
- 4. LIVE WEBINAR We Want To Learn About You…
- 5. LIVE WEBINAR Over to Katie from WordStream
- 7. LIVE WEBINAR 1. Identify Quality Clients • Think about the types of business that will work well with your business model • Accounts in languages you’re comfortable with • Established accounts vs new accounts • Trackable goals • Flexibility • Account expectations and restrictions
- 8. LIVE WEBINAR 2. Keep Clients Happy • Retention of clients is not something to overlook • Be transparent and involve your clients • Reassure them that their account is in good hands • Don’t get too comfortable – longevity of accounts is not a sign of client happiness!
- 9. LIVE WEBINAR 3. Set Expectations with Clients • Client needs to have confidence in you • Some flexibility in budget is ideal • Clients should be willing to test strategies • Should be open to account changes and innovation
- 10. LIVE WEBINAR 4. Share Success With Clients • Send reports – Figure out what style works best for clients • Explain your work to clients • The more “in the know” the client is the better • Less likely to result in unwanted surprises
- 11. LIVE WEBINAR 5. Stay Up to Date- PPC is ever changing • Follow PPC blogs • Watch PPC webinars • Dive into social media • Get involved in SEM conference
- 12. LIVE WEBINAR 6. Effectively Manage accounts
- 13. LIVE WEBINAR Staying Organized Helps • Organize multiple client accounts through an MCC • Many benefits to this: – Easier to manage accounts – No separate logins – Eagle eye view of your accounts
- 14. LIVE WEBINAR MCC Analysis Benefits • Can easily analyze performance across accounts from one view • Easily focus in on accounts with larger pain points • Quickly identifies opportunities to optimize • Easier to prioritize workflow
- 15. LIVE WEBINAR
- 16. LIVE WEBINAR Segment all accounts at the same time for easy analysis
- 18. LIVE WEBINAR Keep It Simple • Think about goals of account • Define specific goal for campaigns – This about budget, location, device, etc • Organize in a way that makes sense • Ease of management is important
- 19. LIVE WEBINAR 8. Try Call Only Campaigns • Ads designed to encourage users to call advertiser • Look very similar to typical PPC ads • Only appear on mobile devices • Takes out the step of clicking on an ad
- 20. LIVE WEBINAR Benefits of Call Only • Makes it even easier for users to actually call businesses using this ad format • Makes the phone call the main focus of the ad • Connecting with leads at an ideal time • Eliminates potential barriers between prospects and businesses
- 21. LIVE WEBINAR The Benefits Keep Coming • Clear CTA and clear path to conversion • Capture 100% of the calls to leads • No worrying about call extensions • Don’t have to pay for desktop ads • Every click you pay for is a direct call • Set defined goals specifically for ROAS goals for calls
- 22. LIVE WEBINAR The Benefits Keep Coming
- 23. LIVE WEBINAR Who Should Use Them • Any business that places heavy focus on calls – Medical Clients – Lawyers – Home Services – Automotive – Real Estate
- 24. LIVE WEBINAR How Does Setup Work? • Enable the ad type by selecting “Call-Only” from the Search Network ad settings page • Create ad groups, keywords, and ads as normal
- 25. LIVE WEBINAR 9. Don’t Ignore Mobile 1 in 5 calls from mobile phones are abandoned *Google/Ipsos, The Role of Click to Call in the Path to Purchase, September, 2013. Marchex 2015 Click to Call Commerce Mobile Performance Report 70% of mobile searchers call a business directly from search results. Eliminate long hold times Connect to appropriate department Pick up the phone! Evaluate phone call process Listed (and react) to caller feedback Investigate and take action Designate a team to answer calls
- 26. LIVE WEBINAR Over to John from Marchex
- 27. LIVE WEBINAR Marchex is a mobile advertising analytics company that connects online behavior to real-world, offline actions. Fortune 500 Enterprise clients 300M+ Annual call connections 30 Patents granted & pending 400 Employees 50% % of Employees in Product & Engineering roles
- 28. LIVE WEBINAR What you probably know: The most common response to a location-based mobile search is a phone call.
- 29. LIVE WEBINAR What may surprise you: Click-to-Call commerce will reach $1 trillion in 2015 and double by 2019!
- 30. LIVE WEBINAR What may surprise you: Click-to-Call commerce will reach $1 trillion in 2015 and double by 2019!
- 31. LIVE WEBINAR What may surprise you: Click-to-Call commerce will reach $1 trillion in 2015 and double by 2019!
- 32. LIVE WEBINAR What may surprise you: Click-to-Call commerce will reach $1 trillion in 2015 and double by 2019!
- 33. LIVE WEBINAR How do you differentiate high-performing and low performing channels?
- 34. LIVE WEBINAR 10. You gotta have a call tracking number
- 35. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 10. You gotta have a call tracking number.
- 36. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 11. Setup an IVR to differentiate sales and customer service. Thank you for calling the Seattle Princess Inn, Seattle’s Finest Hotel. If you are calling about a new reservation, please press 1. If you are calling about an existing reservation, please press 2.
- 37. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 11. Setup an IVR to differentiate sales and customer service.
- 38. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 12. Understand the outcome of every phone call, automatically.
- 39. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 12. Understand the outcome of every phone call, automatically.
- 40. LIVE WEBINAR 13. For search campaigns, use keyword-level tracking
- 41. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 13. For search campaigns, use keyword-level tracking. Dynamic tracking uses a dedicated, rotating pool of phone numbers to link phone calls from a landing page to a keyword.
- 42. LIVE WEBINAR How do you differentiate high-performing and low performing channels? 13. For search campaigns, use keyword-level tracking.
- 43. LIVE WEBINAR Success! Proper call tracking (or as we like to say, call analytics) can produce tremendous returns in paid search. - 10K Keywords - Significant monthly spend - Gain realized in 1 month.
- 44. LIVE WEBINAR Success! Fortune 1,000 company achieves $57 million in incremental revenue by leveraging call analytics & click-to-call. - 53% ROI - Doubled lead-to- conversion ratio - Payback in under one month.