If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.

1. 1
www.dublindesign.com
More Customers, Lower CPL:
Stay Competitive with AI in
Google Ads
HOSTED BY:

2. Presenters
Blair Symes
– Director of Content Marketing at DialogTech
– @DialogTech
Michael Knight
– Senior Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @MichaelAKnight

3. Who is Hanapin?
The Digital Marketing Agency of Experts
that increases market share for
businesses with multiple brands,
regions, products, and/or service lines.
www.hanapinmarketing.com/complex-businesses
Hanapin also produces PPC Hero and Hero Conf

4. Our Clients Include….

6. AI-driven marketing analytics
from calls and conversations

7. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

8. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

9. Google dominates US digital spend
40.7%
Google controls 40.7% of
the U.S. digital ad market
$39.9 billion
Google’s US digital ad revenues
will reach $39.9 billion in 2018, a
14.5% increase over last year
32.4%
Google makes up 32.4%
of mobile ad spend in the
US
Source: eMarketer

10. US Google Ads spend by channel
$5.2 billion
Google will make $5.2 billion
from U.S. display advertising
this year -- 12.5% of the total
market
$28.5 billion
Google will make $28.5 billion
of from US search advertising
this year -- 77.8% of the total
market
$2.9 billion
YouTube will make $2.9 billion
from US video advertising this
year –- 11.5% of the total market
Source: eMarketer
Search Display YouTube

11. Today’s Topics
Agenda:
1. What is AI and how do we currently use it
1. What are ways Google has already implemented AI and
Machine Learning
1. Where can we leverage Machine Learning
1. Driving better CPLs and KPIs - Smart Bidding
1. Using AI to analyze call conversions for actionable
marketing insights

12. What is AI?
Artificial intelligence (AI) is a computer system that can
perform tasks that normally require human intelligence, such as visual
perception, speech recognition, decision-making and language
translation.
Machine learning is a subset of AI that allows computer software
to adapt the output produced based on results, without being explicitly
programmed by humans to make those changes.
This means the software can learn on its own over time to produce better
outcomes.

13. AI in Daily Life
So why don't we
use it for advertising?

14. Google Ads Automation

15. Google Ads AI Products/Campaigns

16. Google Ads - Why Smart Bidding

17. Google Ads - Work Smarter

18. Google Ads - Optimization

19. Google Ads - Measuring Success
● Run an Experiment over 4 weeks
● Use the bid strategy report
● Look at bid strategy KPIs

20. Google Ads - Case Study
Google Case Study:
(Industry: online marketplace)
(Target CPA)

21. Google Ads - Case Study
CPC
-43%
CTR
+14%
Leads
+17%
Cost/Lead
-27%
Hanapin Lead Gen Case Study:
(Industry: Education)
(Combination Max Conv & Target CPA)
(+65 leads)

22. Other AI Optimization
Use AI to optimize targeting and making the customer journey easier – uncovering
opportunities – reaching the right users at the right time.
● Segment your audience and use attribution
● Responsive Search Ads - allow Google to help find the right message for the
right user
● Smart Shopping and Display - Let Google optimize for you.
● Smart Display can optimize towards “pay for conversions” instead of clicks if you
are using AdWords tracking, using Target CPA - you only pay your target CPA per
conversion

23. Google Ads AI Strategies
● Test bid strategies:
○ Search: If you are tracking for a conversion, use either target CPA or max
conversions.
■ Let it run for 30 days+ before making major changes or making a
judgement call - look at all other factors first (search terms, landing
pages, ads, etc.
● Test Responsive Search Ads
○ Using different combinations of headlines and descriptions and let Google
help find the right combination for the right users.
○ Use current text but also new descriptions or headlines and see what Google
tells you through its automated machine learning - you may be surprised at
what Google finds that works best.

24. AI for Call Conversions
How AI can uncover marketing insights
from your callers you can use to improve
your Google Ads ROI

25. Data-driven steps to optimize Google Ads ROI
1.
You Invest in
Digital Campaigns
2.
You Generate
Conversions
Online
Phone Call
In Person
3.
You Measure
Their Value
4.
You Determine
Next Actions
5.
You Optimize for
What Works Best
Not a Sales Lead
Sales Lead
Sales Opportunity
Appointment
New Customer
Repeat Customer
Retarget
Lookalikes
Exclude
Marketing Channels
Campaigns & Ads
Search Keywords
Web Page Variations
Search
Display
YouTube
Targeting Strategies

26. Works well for most when everything’s online
1.
You Invest in
Digital Campaigns
2.
You Generate
Conversions
Online
Phone Call
In Person
3.
You Measure
Their Value
4.
You Determine
Next Actions
5.
You Optimize for
What Works Best
Not a Sales Lead
Sales Lead
Sales Opportunity
Appointment
New Customer
Repeat Customer
Retarget
Lookalikes
Exclude
Marketing Channels
Campaigns & Ads
Search Keywords
Web Page Variations
Search
Display
YouTube
Targeting Strategies

27. But what happens when people call?
1.
You Invest in
Digital Campaigns
2.
You Generate
Conversions
Online
Phone Call
In Person
3.
You Measure
Their Value
4.
You Determine
Next Actions
5.
You Optimize for
What Works Best
Not a Sales Lead
Sales Lead
Sales Opportunity
Appointment
New Customer
Repeat Customer
Retarget
Lookalikes
Exclude
Marketing Channels
Campaigns & Ads
Search Keywords
Web Page Variations
Search
Display
YouTube
Targeting Strategies
? ? ??

28. Higher mobile ad spend = More call conversions
Sources: eMarketer, BIA/Kelsey
Calls to US businesses
in 2017
48 billion
from mobile search ads
29 billion
from mobile display ads
19 billion
from mobile social ads
116% increase in calls to
US businesses from mobile
ads from 2015 to 2020

29. Local mobile searches = Call conversions
US local search volumes by device
(in billions)
Sources: BIA/Kelsey, Google
18% of local searches on smartphone lead to a purchase within a day
vs. 7% of non-local searches
According to Google,
mobile searchers are:
40%
more likely to call a business
51%
more likely to make a purchase

30. Someone who calls is often the most valuable lead
Sources: BIA/Kelsey, Google
Customers who
initiate inbound
calls convert
faster, spend
more, and have a
higher retention
rate.
“ 10x-15x
Calls convert to revenue
10x-15x more than web
leads
$1 trillion
in US revenue influenced
by call conversions each
year

31. Many consumers call regardless of device
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.
Businesses with
products or services
that are
complex, expensive,
infrequent,
or urgent
get phone calls

32. Call tracking alone only tells part of the story
Search
Display
YouTube
1. Call Attribution
• Marketing channel
• Specific ad
• Search keywords
• Website interaction and page
they called from
2. Caller Data
• Name & phone number
• Geographic location
• Day and time
• Device
• What location they called
It’s a good start, but
that doesn’t tell you
what happened on
the call.
That data is
extremely useful to
marketers.
And that is where AI
can help.
Call Tracking
Solution

33. AI can tell you the rest by analyzing
conversations
1.
AI analyzes call recordings and
transcriptions for you
2.
AI turns conversations into
actionable marketing insights
3.
Insights passed into Google Ads
and your martech tools

34. AI for Call Conversions
AI can analyze what happens on calls to
answer important questions to improve
your Google Ads ROI

35. #1: Was the call a good sales lead?
Search
Display
YouTube
Calls to Business Locations
Calls to Agents in
Call Centers or Offices
Search
Display
YouTube
Caller Discussed
Appointment
Caller Asked
for Pricing
Agent Provided
Quote
Agent Provided
Pricing Options
Caller Placed
an Order
AI analyzes
conversation for
evidence that it’s a
good sales lead
Marketers can optimize
for what drives good calls

36. AI analyzes conversations
from 3,000+ calls a week to
classify each one NEW CUSTOMER
CURRENT CUSTOMER
OTHER
Type of Call
AI categorizes and scores calls from Google Ads
Lead Score
GOOD LEAD
BAD LEAD
or
Senior care provider
with 450+ locations
DIALOGTECH
CUSTOMER EXAMPLE

37. Compare calls from call extensions vs website
For one logistics customer
90%
of calls from call extensions in
search ads for branded
keywords were from
job-seekers
For one pest control customer
2x
as many calls from call
extensions converted to
customers than calls from
landing pages
vs

38. #2: What products/services are they calling about?
Luxury automaker
with 350 US
dealerships
DIALOGTECH
CUSTOMER EXAMPLE
Search
Display
YouTube
Sales Call: Asks for the sales
department, asks questions about
vehicles, schedules a test drive,
and more
Service Call: Ask for the service
department, sets a maintenance
appointment, mentions a recall,
asks about oil changes, and more
Parts Call: Asks for the parts
department or enquires about
tires, keys, or a specific part
Other: Needs roadside
assistance, tries to solicit
business, doesn’t leave a
voicemail message, is spam,
hangs up, and more

39. #3: Is the call from a new lead or current
customer?
Child tutoring provider
with 750+ locations
Wants paid search
budget to drive call from
new leads only
DIALOGTECH
CUSTOMER EXAMPLE
Sylvan only passes attribution data on
first-time callers into Google Marketing Platform so it
optimizes for their most valued audience
Search
Display
YouTube

40. #4: Did the call result in a conversion?
Knowing what drives
calls that convert to
customers helps you:
1. Prove true ROI
2. Make smarter
optimizations
3. Drive more
revenue
Search
Display
YouTube

41. Now you can put callers in the right audience segments
Put callers who bought products into
upsell or cross-sell campaigns
Put callers who didn’t convert into
retargeting campaigns
Suppress callers from seeing ads
that aren’t relevant to them
Use your best callers to find more
valuable lookalike audiences

42. Consider creating campaigns just for callers
Call is the
CTA in ad
copy
Includes call extension
Show past callers ads asking them to call Make calls a prominent CTA

43. Lookalike
audience drove
4x the calls
from the next
best targeting
strategy
How first-party call data improves lookalikes
Know which customers
converted by calling
Target new lookalike audiences
resembling your best callers with ads
proven to drive calls
Senior care provider
with 450+ locations
70% of conversions are
phone calls
DIALOGTECH
CUSTOMER EXAMPLE

44. #5: What questions do potential customers ask?
What classes can I take? What degrees do you offer? Are you accredited? How long does it take?
Financial aid: Can I afford it? Are there scholarships? Can I go part time? What can I do with this
degree? Is it worth it? Are the alumni happy? Who goes to to this school? What are the
demographics? Is there wheelchair access? Is there Spanish language support? What about
demographics, diversity, LGBT? How is parking? Is it accessible by public transit? Can I use
transfer credits when I apply? Life after graduation? What are the housing options? Where would I
live? Is childcare available? Will I have access to faculty? Retention rates and graduation? What
kind of student support is available? What about the library? What makes this company unique?
When do programs start? What is the neighborhood like? Do I need to take the GRE test? What is
life like for students? What have the professors done? What projects can I work on? Are they paid?
Is there work-study available? Is this a for profit school? Is it part of a bigger organization? What
are classes like? Is there field study or internships? available? How long has this school been
around? Can I talk to a professor before I apply? What is the process for applications? What if I’ve
never worked in this field before? Is there a difference between the online and on-site programs?

45. Mine conversations for questions to add to site
Central analyzes calls from a specific
product’s webpage to see what questions
callers are asking
Leading distributor of
foodservice equipment
56% of orders and 81% of
revenue come from
inbound calls
DIALOGTECH
CUSTOMER EXAMPLE
They then update content on that
page to answer those questions,
improving conversion rates
In 2 years, they increased
new customers by 13% YoY

46. What happens on calls impacts your Google Ads ROI
Sources: DialogTech, Dealer Marketing Magazine, Conversational, Dealix, Worldwide Phone Pops
Multi-Industry Study Found Auto Industry Studies Found

47. #6: How are my locations handling the calls I send
them?
Are locations answering
calls you spend budget to
generate?
When
locations get
good calls, do
they convert
them?
Search
Display
YouTube

48. Troubleshoot calls to underperforming locations
National marketing team
analyzes calls to
underperforming
locations 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?
Then contacts location and
makes 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
Child tutoring provider
with 750+ locations
70% of conversions are
phone calls
DIALOGTECH
CUSTOMER EXAMPLE

49. Resources to learn more at dialogtech.com/dtu

50. AI-driven marketing analytics
from calls and conversations
Schedule a personal demo at dialogtech.com

51. Offers!
A. I’d like DialogTech to give me a personal
walkthrough of their call analytics platform
B. I’d like an emailed copy of Hanapin’s PPC
Playbook for Companies with Multiple Brands
C. I’d like both
D. No, thanks.

52. Live Q&A Time!

53. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact DialogTech Directly: contact@dialogtech.com
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
Thank you!