Ali WhiteMarketing Communications Manager

T W White & Sons

STRATEGY

How phone data might change your search

T W White & Sons are a multi-franchise car dealer group with 7 sites across South-East England

3

What is Visitor Level Call Tracking?• It will serve a unique trackable phone number

for each visitor to your website

• This allows you to fully track each individual that calls you…the exact search query that they used, what pages they visited on the site and their history back through the funnel

• This gives you information you usually get in GA for online conversions now for offline conversions.

4

Example of Visitor Level Call Tracking

5

The Good Old DaysAt T W White & Sons, prior to implementing visitor level call tracking, our website’s conversion rate looked like this:

6

The Good Old DaysWe did know how many calls we were getting (and there were a lot) …

…but didn’t know where they were originating from.

7

The Good Old Days

This made measuring our marketing effectiveness from online stock portals, SEM e.t.c an unaccountable nightmare as we couldn’t see what was driving our calls.

8

The Good Old Days

Imag

e Cr

edit:

htt

p://

stra

ightt

rippi

n.fil

es.w

ordp

ress

.com

/201

2/09

/har

ry-w

orm

woo

d.jp

eg

Instead we had to rely on sales staff to report, meant information was often inaccurate or incomplete – especially as customers wouldn’t remember source, medium, keywords etc

9

Why Phone Data may change your Strategy

10

Why Phone Data may change your Strategy

11

Why is Paid out-performing Organic?

Keyword Visits Calls Call CR% Visits Calls Call CR%

tw white 40 6 15.00% 173 24 13.87%

t w white 36 4 11.11% 116 10 8.62%

TOTALS 76 10 13.13% 289 34 11.76%

PAID ORGANIC

• Both go to same landing page• Same keyword as well

NB: These are only 2 examples from hundreds of variations for our branded terms. Obviously numbers are very small and not a big enough sample to base decisions off, but one customer on a single purchase can be worth up to ££££s (excluding lifetime value) because of profit margin in some vehicles

12

This isn’t just about Paid vs OrganicOur MD wanted to know why we chose the term ‘dealer’ over ‘garage’:

• Pages already (partly) optimised• More opportunity (including intent)

13

This isn’t just about Paid vs OrganicOur MD wanted to know why we chose the term ‘dealer’ over ‘garage’:

• Pages already (partly) optimised• More opportunity (including intent)• Similar competition

• Historical Data we had from PPC (on next slide)

14

This isn’t just about Paid vs Organic

15

Forget about conversions

Don’t optimise for conversions Optimize for revenue!

Neil Patel – 8th October 2012

http://www.quicksprout.com/2012/10/08/what-spending-252000-on-conversion-rate-optimization-taught-me/

16

Optimise for RevenueIf we look at our Calltracks performance report for “Mazda Dealer” and “Mazda Garage” terms we can also see the former generated ££££s of PROFIT, including multiple car sales, servicing work. Below shows one example drilldown

Over period “Mazda Garage” paid traffic unfortunately didn’t deliver revenue

17

Would you bother with ‘Garage’?• Is there enough data there to make a decision?• Would you predict the same results from organic?

• As we have recently seen good improvements from SEO for organic traffic for these terms …

…we can look at our performance for organic as well (next slide)

18

Would you bother with ‘Garage’?• As you can see suddenly a massive difference on Conversion Rate for

organic (below) compared to paid (shown previously)

19

Would you bother with ‘Garage’?HOWEVER, point still remains that unless you tie these conversions through to sales and revenue these stats are incomplete.

As already mentioned its not about the keywords, its about INTENT of your audience using them.

Even though for organic “Mazda Garage” delivered more leads than “Mazda Dealer”…the latter was still more PROFITABLE and delivered a great ROI because it delivered car sales as well as servicing and parts business.

“Mazda Garage” only delivered servicing and parts business, so is still profitable, but not as profitable as “Mazda Dealer”

20

Last Year PPC Strategy

• December represented 26% of PPC Spend for period

• Calltracks Performance Report shows December accounted for 52% of PPC Generated Profit

• Achieved by focusing on revenue and profit as well as conversion

21

Multi-Channel Funnels• How phone calls also impact assists by looking at “Organic Impact” conversion

segment• Without phone call tracking:

22

Multi-Channel Funnels• How phone calls also impact assists by looking at “Organic Impact” conversion

segment• With phone call tracking:

23

Multi-Channel Funnels• With phone call tracking enabled we can start to see the TRUE impact organic

contributed to other channels as well.• In the case of direct traffic, organic assisted 34 leads over period. • This represents well over a third of all direct leads over period.

• Next step is to see what keywords it is that are generating assists

24

Key Points

• When I say measurement I mean measurement of sales and revenue

• Must be careful when predicting success of optimizing for SEO term• Measurement is key:

“The true measure of success was never the rankings, nor the traffic but how well the page a given page converted for our visitors”

Quote: http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye

• Remember phone data might change your keywords...

….it may also change your strategy

25

Thanks

@AlistairWhite

www.calltracks.com