It’s hard to constantly bring innovative ideas to your clients that will help improve ROI – especially in more tried & true channels like paid search! Let our experts – John Busby and Katie Lyons – with over fifteen years of combined search and call tracking experience – do some of that hard work for you.
Join this free webinar and walk away with 13 new ideas for boosting campaign ROI you can start applying with clients today.
3. LIVE
WEBINAR
Today’s Agenda:
•How to set clear expectations & goals with your clients
•How to effectively manage multiple AdWords accounts
simultaneously
•When and how to use call-only campaigns
•Which industries contribute to the click-to-call economy
•The value of gaining visibility into call quality
•The challenge of unanswered calls
7. LIVE
WEBINAR
1. Identify Quality Clients
• Think about the types of business that
will work well with your business model
• Accounts in languages you’re
comfortable with
• Established accounts vs new accounts
• Trackable goals
• Flexibility
• Account expectations and restrictions
8. LIVE
WEBINAR
2. Keep Clients Happy
• Retention of clients is
not something to
overlook
• Be transparent and
involve your clients
• Reassure them that their
account is in good hands
• Don’t get too
comfortable – longevity
of accounts is not a sign
of client happiness!
9. LIVE
WEBINAR
3. Set Expectations with Clients
• Client needs to have confidence in you
• Some flexibility in budget is ideal
• Clients should be willing to test strategies
• Should be open to account changes and
innovation
10. LIVE
WEBINAR
4. Share Success With Clients
• Send reports
– Figure out what style
works best for clients
• Explain your work to
clients
• The more “in the know”
the client is the better
• Less likely to result in
unwanted surprises
11. LIVE
WEBINAR
5. Stay Up to Date- PPC is ever changing
• Follow PPC blogs
• Watch PPC webinars
• Dive into social media
• Get involved in SEM conference
13. LIVE
WEBINAR
Staying Organized Helps
• Organize multiple client accounts through
an MCC
• Many benefits to this:
– Easier to manage accounts
– No separate logins
– Eagle eye view of your accounts
14. LIVE
WEBINAR
MCC Analysis Benefits
• Can easily analyze performance across
accounts from one view
• Easily focus in on accounts with larger
pain points
• Quickly identifies opportunities to optimize
• Easier to prioritize workflow
18. LIVE
WEBINAR
Keep It Simple
• Think about goals of account
• Define specific goal for campaigns
– This about budget, location, device, etc
• Organize in a way that makes sense
• Ease of management is important
19. LIVE
WEBINAR
8. Try Call Only Campaigns
• Ads designed to encourage
users to call advertiser
• Look very similar to typical
PPC ads
• Only appear on mobile
devices
• Takes out the step of
clicking on an ad
20. LIVE
WEBINAR
Benefits of Call Only
• Makes it even easier for users to actually
call businesses using this ad format
• Makes the phone call the main focus of
the ad
• Connecting with leads at an ideal time
• Eliminates potential barriers between
prospects and businesses
21. LIVE
WEBINAR
The Benefits Keep Coming
• Clear CTA and clear path to conversion
• Capture 100% of the calls to leads
• No worrying about call extensions
• Don’t have to pay for desktop ads
• Every click you pay for is a direct call
• Set defined goals specifically for ROAS
goals for calls
23. LIVE
WEBINAR
Who Should Use Them
• Any business that places
heavy focus on calls
– Medical Clients
– Lawyers
– Home Services
– Automotive
– Real Estate
24. LIVE
WEBINAR
How Does Setup Work?
• Enable the ad type by selecting “Call-Only” from
the Search Network ad settings page
• Create ad groups, keywords, and ads as normal
25. LIVE
WEBINAR
9. Don’t Ignore Mobile
1 in 5 calls from mobile phones are
abandoned
*Google/Ipsos, The Role of Click to Call in the Path to Purchase, September, 2013.
Marchex 2015 Click to Call Commerce Mobile Performance Report
70% of mobile searchers call a business
directly from search results.
Eliminate long hold times
Connect to appropriate department
Pick up the phone!
Evaluate phone call process
Listed (and react) to caller feedback
Investigate and take action
Designate a team to answer calls
27. LIVE
WEBINAR
Marchex is a mobile advertising analytics company that connects
online behavior to real-world, offline actions.
Fortune 500
Enterprise clients
300M+
Annual call connections
30
Patents granted &
pending
400
Employees
50%
% of Employees in Product &
Engineering roles
35. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
10. You gotta have a call tracking number.
36. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
11. Setup an IVR to differentiate sales and customer service.
Thank you for calling the
Seattle Princess Inn, Seattle’s
Finest Hotel. If you are calling
about a new reservation,
please press 1. If you are
calling about an existing
reservation, please press 2.
37. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
11. Setup an IVR to differentiate sales and customer service.
38. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
12. Understand the outcome of every phone call, automatically.
39. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
12. Understand the outcome of every phone call, automatically.
41. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
13. For search campaigns, use keyword-level tracking.
Dynamic tracking uses a dedicated, rotating pool of phone numbers to link
phone calls from a landing page to a keyword.
42. LIVE
WEBINAR
How do you differentiate high-performing and low performing channels?
13. For search campaigns, use keyword-level tracking.
43. LIVE
WEBINAR
Success! Proper call tracking (or as we like to say, call analytics)
can produce tremendous returns in paid search.
- 10K Keywords
- Significant
monthly spend
- Gain realized in
1 month.
44. LIVE
WEBINAR
Success! Fortune 1,000 company achieves $57 million in
incremental revenue by leveraging call analytics & click-to-call.
- 53% ROI
- Doubled lead-to-
conversion ratio
- Payback in under
one month.