1. Mobile Call Strategy Susan Waldes, SVP Client Services at Five Mill SMX East NYC Oct 1st 2014 #SMX #22C @suzyvirtual

2. Mobile Conversions 3 Main Mobile Conversions @suzyvirtual #SMX #22C

3. Mobile Ad Call Adoption @suzyvirtual #SMX #22C http://ssl.gstatic.com/think/docs/click-to-call_ research-studies.pdf

4. Mobile Local Ad Call Adoption http://ssl.gstatic.com/think/docs/click-to- @suzyvirtual #SMX #22C call_research-studies.pdf

5. Volume of Mobile Calls http://ssl.gstatic.com/think/docs/click-to- @suzyvirtual #SMX #22C call_research-studies.pdf *Sept, 2013

6. Mobile Device Call Adoption 100% of mobile device users use their mobile device to make phone calls. @suzyvirtual #SMX #22C Says me right now. Duh.

7. Phone Conversions and Marketing Are Not New @suzyvirtual #SMX #22C

8. Call Based Transactions @suzyvirtual #SMX #22C Getting a plumber Scheduling a doctors appointment- Retaining an attorney Making a dinner reservation Ordering a taxi Booking a hotel . A whole economic sector built on digital execution of traditionally phone-based transactions

9. Traditional Call Marketing Local Yellow Pages, Radio Lead Gen Direct Mail, TV Commerce the Direct Mail catalog Inbound calls by marketers are not new mobile inbound calls driven by digital marketers are new @suzyvirtual #SMX #22C

10. Volume of Mobile Calls @suzyvirtual #SMX #22C

11. Why Do People Call? Dont screw these 3 factors up @suzyvirtual #SMX #22C http://www.google.com/intl/ALL_ALL/think/ multiscreen/pdf/multi-screen-moblie-whitepaper_ research-studies.pdf

12. Ad Text @suzyvirtual #SMX #22C Mobile preferred ad! Use a mobile based CTA Most important stuff in D1 Use less than 60 characters in ad body Consider different intent fast, always on call, help YOU

13. Call Extension Google Search Partners @suzyvirtual #SMX #22C Call & Website Call Only

14. Call Extension Use a Google forwarding number! Consider call only or call and site Think about your scheduling Consider different numbers for mobile and desktop Set the right duration for a conversion @suzyvirtual #SMX #22C

15. On The Mobile Page @suzyvirtual #SMX #22C Create an AdWords conversion for on-page mobile calls Use a phone number above the fold (or call button) If ecomm consider using a speakable product ID

16. On The Phone @suzyvirtual #SMX #22C Use an IVR This is your other landing page Consider multiple scripts/ funnels/experiences Create a communication bridge with sales/customer service team

17. Optimize - Columns @suzyvirtual #SMX #22C Use your call columns reporting (to ad group) Device segments: below avg pos 2 on mobile means below the fold Consider SKAGs

18. Optimize - Bidding @suzyvirtual #SMX #22C You pay for a click but the user has to double verify to connect a call

19. Optimize - Details The call details report Pivot for insights Adjust scheduling Liaise with call team @suzyvirtual #SMX #22C

20. Optimize - Experience Call the number(s) @suzyvirtual #SMX #22C yourself

21. Next Steps Third Party Analytics Routing capabilities Keyword capture Who (person, dept, extension etc) answered the phone and what happened Call recordings Speech recognition @suzyvirtual #SMX #22C

22. Thank You!!! Susan Waldes, SVP Client Services at Five Mill fivem ill.com susan@fivemill.com @suzyvirtual Call us! 415-796-3970