Paid Search 3.0 - Using Call Intelligence to Increase Conversion and Grow Revenue
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Paid Search 3.0 Using Call Intelligence to Increase Conversion and Grow Revenue Speakers: Eric Pearch Paid Search & Emerging Media, Quicken Loans Kyle Christiansen VP Marketing, Invoca Mel White Editor, ClickZ Moderator:
description
Mobile is now the default platform for both consumer and business interactions. Whether it is for email, ads, search, social, etc. Mobile search is a powerful driver of high value phone calls, but traditional digital marketing tools are leaving marketers in the dark when it comes to these powerful offline interactions - they don't speak phone. With Call Intelligence, marketers get closed-loop revenue attribution, automated lead treatment, in-depth caller detail, conversation intelligence, and deep integrations. It gives marketers the power to measure and optimize for phone calls the way they do for clicks.
Transcript of Paid Search 3.0 - Using Call Intelligence to Increase Conversion and Grow Revenue
Paid Search 3.0Using Call Intelligence to Increase Conversion and Grow Revenue
Speakers:
Eric Pearch Paid Search & Emerging Media, Quicken Loans
Kyle ChristiansenVP Marketing, Invoca
Mel WhiteEditor, ClickZ
Moderator:
Meet the Speakers
• 15+ years experience in SaaS Digital Marketing
• Former VP of Marketing at Responsys
• Served in senior strategic product marketing and management roles at Zuora and at Salesforce.com
Kyle ChristensenVP Marketing,
Invoca
@Invoca #InvocaSearch
Meet the Speakers
• 10+ years experience in Digital Marketing
• Manages one of the largest paid search accounts in the nation
• Has specialized on digital strategy for many large brands across tech, financials services, retail and automotive
Eric Pearch
Paid Search & Emerging Media, Quicken Loans
@Invoca #InvocaSearch
Mobile Changes Everything.
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake
Desktop Search in 2015
ADS
Mobile Ad Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile
@Invoca #InvocaSearch
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake
Desktop Search in
2015
ADS
Mobile Ad Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile
@Invoca #InvocaSearch
Mobile Search Is Driving Tens of Billions of Additional Phone Calls.
70+ BillionInbound phone calls via mobile search by 2016.
61%Of mobile product searches result in a phone call
@Invoca #InvocaSearchSources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
An average click through rate increase of
is seen by adding a phone number to search ads
Inbound phone calls convert at
the rate of traditional web leads
8%
This Is a Really Good Thing.
10-15x
Source: Google, The Role of Click to Call in the Path to Purchase
@Invoca #InvocaSearch
But There’s a BIG Problem.
@Invoca #InvocaSearchForrester, “The New Path-To-Purchase” July 2014
DIGITALIntelligence
CALL Intelligence
Half of the Interactions that Drive Purchases Are Invisible to Traditional Search Marketing Tools.
50% of consumers move
offline to make purchases.
66% of consumers use digital resources to
discover and explore purchases.
They Don’t Speak “Phone.”
Bid More. Bid Less.
false negative
@Invoca #InvocaSearch
Inbound Phone Calls: More Valuable and Higher Conversion
Education
Home services
Insurance
Financial SvcsCall
Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Value of Lead Types by Industry
For Clicks
1-2%
Conversion Rates by Lead Type
30-50%For Calls
Solution: Call Intelligence
Call Intelligence Makes Inbound Phone Calls as Visible, Measurable and Optimizable as Online Clicks.
@Invoca #InvocaSearch
How Quicken Loans Uses Call Intelligence:
There Are Several Tools Available to Search Marketers:
@Invoca #InvocaSearch
BEFORE
Google Call Extensions
NOW
Google Call Extensions
Google Website Call Conversions
+Panda Panda
Panda PandaPanda Panda
Panda
These Tools Are a Great Starting Point for Basic Call Tracking…
@Invoca #InvocaSearch
Tie Calls to Paid Search Term
Assign Value to Call Based Upon Duration
Get General Info About Callers
CALL TRACKING
✔
✔
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These Tools Are a Great Starting Point for Basic Call Tracking… But Not Great for Call Intelligence.
@Invoca #InvocaSearch
Tie Calls to Paid Search Term
Assign Value to Call Based Upon Duration
Get General Info About Callers
CALL TRACKING
CALL INTELLIGENCE
✔
✔
✔
Closed-Loop Revenue Attribution
Automated Lead Treatment
In-Depth Caller Detail
Conversation Intelligence
Deep integrations
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Top Reasons Marketers Should
Leverage Call Intelligence
5
1Improved SEM Performance
$$
Improve SEM Performance
Identify the calls driving actual revenue by attributing sales generated revenue back to the phone call that drove it.
1
@Invoca #InvocaSearch
2Automated Lead Treatment
Automated Lead Treatment
Route callers to different phone numbers based upon their caller profile to create the customer experience most likely to generate a sale.
2
AGENT
@Invoca #InvocaSearch
3Conversation Intelligence
Optimize for the Right Callers
Identify the SEM efforts prompting the right customers to call by accessing rich caller info. Even get insight into the conversation itself!
3
Hi I would like to place an order. My
credit card number is...
Hi I would like to talk to
customer support. My account number is…
✔ ✗@Invoca #InvocaSearch
4Attribution Beyond Paid
Search
Attribution Beyond Paid Search
Tie calls back to the organic SEM efforts, like content marketing and social media. Even attribute calls to different marketing channels.
4
Organic Search
Display Mobile Offline
@Invoca #InvocaSearch
5Deep Integrations
Deep Integrations5Create a seamless marketing experience for the customers who choose to call by integrating call data with other marketing technology systems.
@Invoca #InvocaSearch
To Recap…
Deep Integrations5
Attribution Beyond Paid Search4
Conversation Intelligence3
2
1
@Invoca #InvocaSearch
Top 5 Reasons
Why Marketers
Should Leverage
Call Intelligence
Improved SEM Performance
Automated Lead Treatment
Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSearch
?
Learn more:Invoca.com
866-572-5741
