Measuring and Analyzing Call Conversions By Kelley Schultz
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The document discusses the importance of measuring and analyzing call conversions in digital marketing, highlighting that consumers increasingly prefer calling to engage with businesses instead of filling out web forms. It emphasizes that phone calls driven by digital marketing can significantly impact customer conversion rates, and provides strategies for optimizing PPC campaigns and local searches to increase call conversions. Additionally, the document outlines how to integrate call data with marketing tools to better attribute marketing spend and improve ROI.
Measuring and Analyzing Call Conversions By Kelley Schultz
- 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.
- 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
- 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!