Want to learn proven strategies on how to improve ROI and how to acquire more customers from your AdWords, Facebook, and display ad campaigns?
Join phone conversion expert, Blair Symes from DialogTech, in this sponsored webinar covering the impact of call conversions and some optimization tips on AdWords, Facebook, and display ad campaigns.
2. Blair Symes
Director of Content Marketing
DialogTech
Blair works with marketers and digital agencies
to help them drive more calls and customers
About the Speaker About DialogTech
The leading provider of marketing analytics for
phone calls
#SEJThinkTank
@DialogTech
3. What we will cover today
1. Inbound calls are valuable conversions from AdWords,
Facebook, and display ads – and they are increasing.
2. There are digital ad strategies to help you drive calls.
3. Marketers should take a data-driven approach to calls,
just like clicks.
4. There is real value for marketers to analyze and optimize
the caller experience.
#SEJThinkTank
@DialogTech
4. Why Calls Matter:
You can’t measure and optimize digital ROI if
you ignore phone calls
5. The ROI challenge with digital advertising
Source: eMarketer
90% say they struggle to tie
conversions back to digital marketing
You Invest in Ad Campaigns They Generate Conversions
Online
Phone Call
In Person
Can You Measure Success?
#SEJThinkTank
@DialogTech
6. A quick story
Canada's largest cemetery and
funeral services provider
WHO THEY ARE
National marketing team
responsible for driving
conversions to 150+
locations across Canada
#SEJThinkTank
@DialogTech
7. Like most websites, Arbor has 2 conversion options
Arbor
calls you
You call
Arbor
But
marketing
was only
measuring
web forms
#SEJThinkTank
@DialogTech
8. Huge lift in ROI just by getting credit for calls
“We've added callers
from marketing to
the mix and are
attributing 150%
more revenue.”CRM
#SEJThinkTank
@DialogTech
9. Most businesses want calls more than web leads
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.
Business with products
or services that are
complex,
expensive, infrequent,
or urgent
want phone calls
#SEJThinkTank
@DialogTech
10. Digital advertising now focuses on smartphones
Sources: Google, Adobe, comScore, Facebook, eMarketer
SEARCH
Over 50% of
searches are
mobile
FACEBOOK
87% access
Facebook on
mobile
DISPLAY
71% of digital
media time is
mobile
51%
of global
website traffic
comes from
smartphones
69%
of US search ad spend
will be mobile in 2017
84%
of Facebook ad spend
is now mobile
70%
of US display ad spend
will be mobile in 2017
#SEJThinkTank
@DialogTech
11. 110% growth in calls to US businesses from
digital ads targeting smartphones (2014 to 2019)
An explosion in phone calls from digital ads
Source: BIA/Kelsey
2014 2015 2016 2017 2018 2019
Search
Display
Social
Landing pages
162
billion145
billion129
billion
108
billion93
billion76
billion
VS
Click-to-call is easier and faster
than filling out a web form
40 billion
calls from US search
ads in 2016
12 billion
calls from US social
ads in 2016
28 billion
calls from US
display ads in 2016
#SEJThinkTank
@DialogTech
12. Calls are often your most valuable conversions
Source: BIA/Kelsey
10x-15x
Calls convert to revenue 10x-15x
more than web leads.
$1 Trillion
Calls will influence $1 trillion in US
consumer spending this year.
Customers who
initiate inbound
calls convert
faster, spend
more, and have a
higher retention
rate.
“
#SEJThinkTank
@DialogTech
13. Secrets to Increasing ROI
Optimize your digital ad campaigns to drive calls,
not just online conversions
14. Test click-to-call in search ads
Call
Extension
Call-Only
Ad
I want clicks and calls I just want calls
70%
of mobile searchers have
called a business directly
from search results
Source: Google
#SEJThinkTank
@DialogTech
15. Use local search ads to drive calls
Google Maps AdLocal Search AdMulti-Location AdNearby Business Ads
Mobile searchers
are:
40%
more likely to call
a business
51%
more likely to
make a purchase
Source: Google
Consider increasing bids for
searchers in your area
#SEJThinkTank
@DialogTech
16. Drive calls from Facebook with Call Now buttons
#SEJThinkTank
@DialogTech
17. Create display CTAs based on what you want
I want web forms and calls I want calls I want callsI want web forms and calls
#SEJThinkTank
@DialogTech
18. Provide call option on landing pages and website
Call option with web formsCall Now as the main CTA Put call button/number on every page
Include call
button in
header
Permanent
footer call
button
#SEJThinkTank
@DialogTech
20. Retarget past callers with call-focused ad campaigns
If someone
has a
history of
calling…
…target them
with ads and
LPs
encouraging
them to call
#SEJThinkTank
@DialogTech
21. B2C cross-channel example
Consumer sees banner ad Calls to get more info Later runs search Calls from ad to book
Banner ad with offer
incentives action
LP with ”call now”
as main CTA drives
call
Knows past caller is
good lead – bids more
Includes option to call
directly from ad
22. B2B content marketing example
Advertise content to generate initial interest Show ad with offer to incentive call from ad or LP
Special offer
Use email
address to
target via
AdWords
#SEJThinkTank
@DialogTech
23. Drove
4x the calls
from campaigns that
used caller data to
target lookalike
audiences
Expand reach to new audiences likely to call
Target lookalike audiences
resembling customers who called
#SEJThinkTank
@DialogTech
24. Use caller data as exclusions
Don’t waste impressions!
Exclude audiences who:
● Already called you
● Current customer
● Called from Careers page
#SEJThinkTank
@DialogTech
25. Secrets to Increasing ROI
Take the same data-driven approach to phone
calls as you do online conversions
26. Data marketers capture from phone calls
What Drove the Call
Marketing channel
Specific ad or program
Search keywords
Website interaction and
page they called from
Quality of the Lead
Was the call a quality
sales lead?
Did the call convert?
What was the value of
the call?
Data can be used to measure digital ROI, improve targeting,
and optimize ad spend for what’s really driving customers.
Caller Profile
Name & phone number
Geographic location
First-time or repeat caller
Time and day of call
#SEJThinkTank
@DialogTech
27. ANSWER:
With a call tracking solution
GOES BY MANY NAMES:
call tracking | call attribution | call analytics
WHAT IT DOES:
Provides actionable marketing analytics for
inbound phone calls
Some also provide ability to analyze and
optimize the call experience
How can marketers get this data?
#SEJThinkTank
@DialogTech
28. Integrate call data with your marketing & ad platforms
Measure and optimize for the entire customer
journey – both online and over the phone
CRM
Track calls through to sales
Google & Adobe Analytics
View web & call data together
AdWords & Facebook
View web & call data together
Bid Management
Optimize for all conversions
Website Optimization
Include calls in A/B tests
DMP
Use call data in ad targeting
#SEJThinkTank
@DialogTech
30. Optimize for what drives the best conversions
WHAT YOU NOW KNOW:
How your marketing drives not just calls and clicks, but customers
WHAT YOU CAN NOW DO:
Optimize media spend, ad targeting, and website experiences for
what drives the best conversions
Eliminate what doesn’t
#SEJThinkTank
@DialogTech
31. Secrets to Increasing ROI
Marketers can have an impact on the caller
experience – and that impacts ROI
32. Sources: OnBrand Group, American Express
Caller experience impacts marketing ROI
84%
of callers would cease
doing business with a
company after a negative
caller experience
55%
who intended to make a
purchase have backed out
because of poor customer
service
Caller Pain Points
• Missed calls
• Lengthy wait times
• Caller passed from agent to agent
• Agent not knowing why a caller is
calling
#SEJThinkTank
@DialogTech
33. Where are you sending calls?
Call Center(s) Office(s) Store(s) Dealership(s) Campus(es)
Are you routing calls to one or multiple locations?
Are locations answering calls 24/7?
Should calls for certain products or from certain geographies be routed differently?
#SEJThinkTank
@DialogTech
34. Use insights on callers to route them optimally
Caller’s location
Marketing source that drove call
Time of day
Caller’s answers to phone IVR
Agent skillset and performance
Caller history and lead status
You don’t have to
route every caller
the same way.
What is the best
call experience
based on what you
know about that
caller?
#SEJThinkTank
@DialogTech
35. B2B call routing example
Distributor of industrial
components
WHO THEY ARE
Sales engineers taking
calls in offices in 5 US
states
West Coast Callers
Routed to west coast offices
All Others
AM calls go to east coast offices
PM calls go to west coast offices
#SEJThinkTank
@DialogTech
36. Auto dealership call routing example
Call rings every salesperson’s desk and cell phone at
once – first who answers gets lead
If no one answers in 30 seconds,
caller is sent to receptionist
“We’ve increased our answer rate on calls by over 50%. We now have a 98%
answer rate and have seen a 10% increase in revenue month-over-month.”
#SEJThinkTank
@DialogTech
37. See the
marketing
source that
drove call
See info on
the caller and
their location
Arm sales agented with marketing insights on callers
Marketing interaction generates a call Analytics on the caller presented to sales agent
#SEJThinkTank
@DialogTech
39. When you spend budget on calls, you should know:
Was the call answered?
How long did it last?
Was it a sales lead?
What product are they calling for?
How did the sales agent perform?
Did the call convert?
#SEJThinkTank
@DialogTech
40. Conversation analytics for marketers (example)
Step 1
Filter calls by a wide range of criteria:
• Location or agent that answered call
• Marketing source of call
• Day and time
• Call duration
• Words spoken on call
#SEJThinkTank
@DialogTech
41. Conversation analytics for marketers (example)
Step 2
See every call that fits
your search, along
with:
• Caller info
• What drove the call
• How long it lasted
• Was it a sales lead
#SEJThinkTank
@DialogTech
42. Conversation analytics for marketers (example)
Listen to the
recording of the
call
Read the
transcription with
key words
highlighted
#SEJThinkTank
@DialogTech
Step 3
Drill into any call
for more details:
• Did the agent
say the right
things?
• Was were they
calling?
• Did the caller
mention
important
keywords
44. WHO THEY ARE
Sylvan is the leading test-prep tutoring firm with 750+ locations
across North America.
ABOUT THEIR MARKETING
They spend most of their national media budget on digital ads.
IMPACT OF SMARTPHONES
6 years ago the ratio of phone leads to web leads was 50/50. Now
its 75% phone calls.
THEIR CHALLENGE
They were only measuring how digital ads and keywords drove
web leads. They had no insight into what drove calls.
“We had a huge blind spot. We didn’t know
where 75% of our leads were coming from.”
45. How the marketing team took control of phone calls
Marketing Channel
Specific Ad
Search Keywords
Time/Day of Call
Caller Location
Can optimize for ads and keywords driving the most calls and clicks
Last year they increased leads by 44% and decreased cost per lead by 12%
#SEJThinkTank
@DialogTech
46. If any location is underperforming, Sylvan can see why
National marketing team analyzes calls to
that specific location 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?
Can contact location and make 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
#SEJThinkTank
@DialogTech
47. Get a personal walkthrough of the DialogTech platform
Measure & Optimize
how your marketing drives
phone calls
Integrate
call data into other marketing
and ad platforms
Analyze
conversations for actionable
insights
Personalize
the call experience to convert
more callers to customers
dialogtech.com | contact@dialogtech.com