Over 60 percent of paid search advertising will take place on mobile in 2016. Thanks to smartphones and click-to-call, phone calls are now among the most important conversion metrics for search advertising. Agency and brand marketers must adopt new click-to-call optimization and attribution strategies to drive ROI from paid search in the coming year. Learn from click-to-call optimization experts from DialogTech and Optimizely to learn proven strategies top marketers use to drive calls and revenue from paid search. You’ll learn: - How to take advantage of new Google AdWords and Bing formats for click-to-call - Which targeting and bidding options drive call conversions - The A/B tests every marketer must perform to optimize paid search ROI - The key data around phone calls you must capture to prove and optimize performance

1. PAID SEARCH STRATEGIES FOR CLICK-TO-CALL:
PROVEN TACTICS TO DRIVE CALLS & SALES IN 2016
#ClicktoCallTips

2. 2
1. Research on mobile, paid search, and
click-to-call
2. Paid search ad formats to drive calls
3. Mobile targeting options for paid search
4. Landing page optimization tips to drive
ROI
5. Data to collect around calls and how to
use it
6. Next steps and Q&A
AGENDA
Brendan Jackson
Director of Marketing
Matt Althauser
Head of Ad Partnerships
#ClicktoCallTips

3. 3
WHY MOBILE IS SO
CRITICAL TO PAID
SEARCH

4. 4
64%
of US adults today own
smartphones
>80%
of US adults ages 18-49 own
smartphones
U.S. SMARTPHONE OWNERSHIP TODAY
Source: Pew, 2015
#ClicktoCallTips

5. 5
SEARCH HAS GONE MOBILE
Source:
Google,
eMarketer
Over 50%
of searches are now on
mobile devices
Over 70%
of US paid search spend
will be mobile in 2017
#ClicktoCallTips

6. 6
MORE MOBILE SEARCHES = MORE INBOUND CALLS
Figu
This vo
Leadin
ure 9: Call
olume results
ng in Local | P
l Volume t
s from mobile
Phone Calls: T
to Busine
e local search’
The New Ad C
esses Explo
(BIA
’s higher conv
Currency of th
odes
A/Kelsey 201
version rates i
he Sm
13)
in driv
38 billion
calls from US mobile
searches in 2014
73 billion
calls expected from US
mobile searches in 2018
Source: BIA/Kelsey, Google
#ClicktoCallTips

7. 7
CALLS ARE THE MOST VALUABLE CONVERSIONS
• 66% of sales
managers rate
phone leads as
good or excellent,
more than any other
lead type
• Calls convert to
revenue 10x more
than web clicks
Source: BIA/Kelsey
38.4%
38.7%
26.1%
28.7%
19.2%
15.8%
28.0%
19.5%
28.0%
15.0%
9.5%
9.7%
66.4%
58.2%
54.1%
43.7%
28.7%
25.5%
Good
Excellent
#ClicktoCallTips

8. 8
PAID SERCH AD
FORMATS TO
DRIVE CALLS

9. 9
CREATE MOBILE PREFERRED SEARCH ADS
• Ad copy should be optimize for mobile – use
mobile ad extensions and CTAs (visit our mobile
site, call now, etc)
• Ads should send searcher to mobile-optimized
landing page
#ClicktoCallTips

10. 10
TAKE ADVANTAGE OF CALL EXTENSIONS
• 70% of
searchers used
call extensions
to call
businesses
• Ads with call
extensions get
8% more clicks
Source: Google
#ClicktoCallTips

11. 11
DRIVE CALLS WITH MOBILE CALL-ONLY ADWORDS ADS
• Bid based on the
value of a call
• Bid on keywords
that generate calls
• Use ad language
to incentive a call
• Only run ads
during business
hours
Source:: BIA/Kelsey
#ClicktoCallTips

12. 12
MOBILE LOCAL SEARCH VOLUME IS EXPLODING
81.8 billion
US local search queries
on mobile devices
expected in 2015
23%
growth in mobile local
searches from last year
More than 2x
mobile local searches
expected in 2019 from
2014
Source: Google 2015
#ClicktoCallTips

13. 13
MOBILE LOCAL SEARCHES LEAD TO PURCHASES
Source: xAd “Path to Purchase” study conducted by Nielsen (2014)
65%
want to complete
purchase within a day.
64%
completed
purchase offline.
#ClicktoCallTips

14. 14
OPTIMIZE SEARCH CAMPAIGNS FOR LOCAL
1. Use call extension
with local phone
number
2. Use call-centric ad
language and calls
to action
3. Enable location
extension to drive
in-store visits
4. Include discounts
and promos to
incentivize calls
5. Mention location in
ad text and URL
40%-50%
of mobile
searches have
local intent
2
3
Local numbers
get
3 times
as many calls
as toll-free
numbers
Source: Google, xAd
1
4
5
5
2
#ClicktoCallTips

15. 15
GOOGLE “NEARBY BUSINESS” MOBILE ADS FOR LOCAL
100%
increase in “near me”
searches in last year.
80%
of those “near me”
searches occur on
mobile devices.
Source: Google 2015
#ClicktoCallTips

16. 16
LOCAL SEARCH ADS FOR MULTI-LOCATION BUSINESSES
Source: Google 2015
#ClicktoCallTips

17. 17
TARGETING STRATEGIES
FOR MOBILE SEARCH
ADS

18. 18
Target
a
radius
GEO-TARGETING
1. Country
2. State
3. County
4. TV Markets
5. City
6. Zip Code
7. Radius
(shown)
8. Congressional
District
9. Airports
10. Universities
#ClicktoCallTips

19. 19
Target
a
radius
REMARKETING & GOOGLE CUSTOMER MATCH
Remarketing
Tailor
ads
and
bids
for
searchers
who
have
previously
visited
your
sit
Google Customer Match
Tailor
ads
and
bids
for
searchers
whose
email
address
you
upload
to
Google
#ClicktoCallTips

20. 20
OPTIMIZE MOBILE
WEBPAGES TO DRIVE
CALLS

21. 21
#1 FOCUS ON YOUR
CALL TO ACTION

22. 22
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips

23. 23
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips

24. 24
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips

25. 25
FOCUS ON YOUR CALL TO ACTION: WHAT
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
#ClicktoCallTips

26. 26
FOCUS ON YOUR CALL TO ACTION
Incentive No Incentive
#ClicktoCallTips

27. 27
Incentive No Incentive
43.4%
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips

28. 28
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips

29. 29
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips

30. 30
FOCUS ON YOUR CALL TO ACTION
#ClicktoCallTips

31. 31
#1 FOCUS ON YOUR
CALL TO ACTION

32. 32
#2 INTENT MATTERS

33. 33
INTENT MATTERS
#ClicktoCallTips

34. 34
INTENT MATTERS
?
?
?
#ClicktoCallTips

35. 35
INTENT MATTERS
?
?
?
#ClicktoCallTips

36. 36
INTENT MATTERS
#ClicktoCallTips

37. 37
INTENT MATTERS…A LOT!
#ClicktoCallTips

38. 38
INTENT MATTERS
#ClicktoCallTips

39. 39
INTENT MATTERS
#ClicktoCallTips

40. 40
#2 INTENT MATTERS

41. 41
#3 FOCUS ON YOUR
BREAKPOINTS

42. 42
CALL ATTRIBUTION
ELIMINATES
BLACK HOLE

43. 43
CALLS ARE THE HARDEST CONVERSIONS TO TRACK
X Can’t attribute caller back to search engine, keywords, ad, or landing page
X Can’t attribute lead (and resultant pipeline and revenue) to paid search spend
X Can’t prove how your marketing dollars are helping generate revenue
A prospects runs
a search on his
smartphone,
clicks your ad,
and calls to
engage
Who took call?
What was
said? Did it
convert to
pipeline or
revenue?
#ClicktoCallTips

44. 44
UNTRACKED CALLS CREATE BLACK HOLE IN ROI DATA
ONLINE CONVERSION CALL CONVERSION
SAMPLE PAID SEARCH ROI DATA
Online Calls
Leads 4,428 +
Opportunities 388 +
Pipeline $450,000 +
Revenue $125,000 +
Total Budget $1,150,000
True ROI ???
If you can’t attribute calls to
paid search campaigns,
you can’t prove ROI
#ClicktoCallTips

45. 45
CALL ATTRIBUTION TECHNOLOGY CAPTURES CALL DATA
TRACK LEADS THAT CALLED
FROM LANDING PAGES
TRACK LEADS THAT CALLED
DIRECTLY FROM ADS
See the keywords, ads & landing pages that drove every caller
Optimize for what’s working – Eliminate spend on what isn’t
#ClicktoCallTips

46. 46
END-TO-END CALL ATTRIBUTION FROM SEARCH TO SALE
ü Gives you complete understanding and control of call channel
ü Works for any marketing source (search, social, display, email, video, offline)
You control
where the call is
routed and
capture the
conversation
You know who
the caller is,
where they are
calling from,
and when
You can attribute
leads, pipeline, and
revenue from calls
to the right
marketing source
Attribute caller to exact marketing source
(keyword search, ad, web session)
#ClicktoCallTips

47. 47
CALL ATTRIBUTION ELIMINATES BLACK HOLE
ONLINE CONVERSION CALL CONVERSION
SAMPLE PAID SEARCH ROI DATA
Online Calls
Leads 4,428 + 6,235
Opportunities 288 + 1,288
Pipeline $450,000 + $3,750,000
Revenue $125,000 + $1,950,000
Total Budget $1,150,000
True ROI $2,075,000
Call attribution enables you to
prove how every marketing
dollar spent impacts revenue
#ClicktoCallTips

48. 48
OPTIMIZE BIDS BASED ON LOCATION & DAY/TIME
• Optimize bids &
ad placements
for the
locations &
days/time
driving calls
• Ensure call
centers and
locations are
staffed properly
#ClicktoCallTips

49. 49
INTEGRATE CALL ATTRIBUTION WITH OTHER TOOLS
SEARCH & WEB
ANALYTICS
BID MANAGEMENT
CRM
MARKETING
AUTOMATION
WEBSITE
OPTIMIZATION
USE BOTH CALLS
& CLICKS TO
OPTIMIZE ROI
WITH:
#ClicktoCallTips

50. 50
CONTROL THE
IN-CALL
EXPERIENCE TO
DRIVE SALES

51. 51
QUALIFY CALLERS AUTOMATICALLY WITH AN IVR
1. Your marketing
drives inbound
callers
2. Callers first
sent to IVR to
identify intent
3. IVR routes
sales-ready callers to
right sales staff
4. See IVR reports
comparing sales vs.
non-sales calls
1. Qualify callers with customizable questions that you control
2. Filter out non-sales calls & spam from reaching sales agents
#ClicktoCallTips

52. 52
ROUTE CALLER TO BEST PERSON TO CONVERT THEM
CALLER LOCATION
KEYWORD QUERY
AD VIEWED
WEB PAGES VIEWED
TIME OF DAY
DAY OF WEEK
CALLER ID
CREATE RULES TO
ROUTE CALLER TO
BEST PLACE:
DATA CAPTURED AT
TIME OF CALL:
CALL CENTER
OFFICE
DEALERSHIP
STORE
FRANCHISEE
CAMPUS
SALES AGENT
#ClicktoCallTips

53. 53
ANALYZE
CONVERSATIONS
FOR INSIGHTS

54. 54
MARKETERS LACK VISIBILITY INTO WHAT’S SAID ON CALLS
Caller From
Search
Sales Agent
WHAT WORDS DO
CALLERS USE?
DO SALES AGENTS
FOLLOW SCRIPTS?
DID CALL CONVERT
TO SALE & WHY?
ARE PROMOTIONS
HAVING IMPACT?
#ClicktoCallTips

55. 55
MEASURE CALL QUALITY AND OUTCOME FROM CAMPAIGNS
Call Duration Reports
See
which
programs
are
driving
the
longest
conversaMons
CRM Integration
Track
callers
through
the
sales
funnel
to
see
what
programs
drive
revenue
Call Recordings
Listen
to
what’s
said
on
every
conversaMon
#ClicktoCallTips

56. 56
RUN SEARCHES THROUGH CAPTURED CONVERSATIONS
Conversation Insight
Search
conversaMons
from
any
campaign
to
find
calls
where
words
or
phrases
were
spoken
#ClicktoCallTips

57. 57
GET DEEP INSIGHTS INTO WHAT HAPPENS ON CALLS
1. Understand if calls converted and why
2. Analyze lead quality for calls from campaigns, geographies, days of week, etc
3. Optimize bids & ads/landing page content with words consumers actually use
#ClicktoCallTips

58. 58
SUMMARY
Paid search has
gone mobile – it’s
driving billions of
call conversions
Use new ad formats
and targeting/
bidding strategies to
drive calls
Test, optimize, and
personalize landing
pages to improve
ROI
Understand what
keywords and ads
drive calls – control
how calls are routed
to boost sales
#ClicktoCallTips

59. 59
NEXT STEPS AND Q&A
Call Attribution & Conversion
Platform
Visit www.dialogtech.com
or call 855.375.6934
to learn more
Thank You!
A/B Testing & Personalization
Platform
Visit www.optimizely.com
or call 800.252.9480
to learn more
#ClicktoCallTips