FACT: You do not know where half of your paid search conversions are coming from.
It’s true! 43% of all search conversions come from a phone call, not a click, an action which cannot be tracked through your search engine’s analytics! Thankfully phone calls make great leads – they are worth 3x more than clicks. But if you can’t track the origin of your calls, you will never know how to structure your campaigns to generate the most leads and conversions!
Join call tracking and mobile optimization experts from Marchex and WordStream and learn how to:
-Unlock the full value of PPC by tracking phone call leads and conversions
-Attribute phone call conversions down to the exact keyword
-Reduce the number of spam and accidental calls freeing up PPC budget
-Edge out your competitors’ ads on mobile to boost your conversion rate
For more information, visit www.wordstream.com
3. Ben Kasdon
Director of Product, WordStream
Meet The Experts
Jeff Braislin
Sr. Product Marketing Manager, Marchex
#CallTracking
4. Agenda
•Go mobile to get more calls
•Measure your calls
•Dynamic phone number insertion
•Keyword-level call tracking
•Understanding call quality
•Next steps/best practices
#CallTracking
5. Poll: How much do you value phone calls?
#CallTracking
a) Phone calls are the most important lead
source for my business
b) Phone calls are a very valuable lead source
c) Phone calls are somewhat valuable
d) Phone calls are not an important lead
source for my business
6. Calls to businesses are
worth, on average, 3x more
than clicks to websites!
#CallTracking
7. Calls Generate Quality Leads
65% of business consider phone calls to
be their highest quality lead source!
#CallTracking
9. a) Through a call analytics provider
b) Using the basic call tracking
provided by my search engine
c) By surveying my calls
d) I don’t track calls
Poll: So, how do you currently track
calls?
#CallTracking
11. 0
10
20
30
40
50
60
70
Made a purchase from
a business in-store
Called the business Made a purchase from
a business online
Visited the website of a
business
A phone call is the most common
response from a mobile search.
61%
36%
22%
54%
Mobile Search Generates Tons of Calls
#CallTracking
12. In 2015, click-to-call from mobile search
will produce more than 50 BILLION calls.
2009 2010 2011 2012 2013 2014 2015
AnnualCallsinMillions
PCs Mobile Devices Calls from Mobile Search
Mobile Search Will Continue to
Generate Tons of Calls
#CallTracking
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
14. Call Extensions Change Everything
4. Captured Lead
2. Calls Business
2. Clicks On Ad
3% Avg.
Conversion
Rate
1. Sees Ad 1. Sees Ad
3. Visits Website
Landing Page
3. Lead Captured!
Desktop Search
Conversion Funnel
Mobile Search
Conversion Funnel
10% increase in CTR for PPC
ads with a phone number.
#CallTracking
15. Smartphone users are
more likely to explore other
brands when they are
unable to call directly from
the search results.
#CallTracking
18. Calls Generate Lots of Conversions
43% of all
search-related
conversions
happen over the
phone.
#CallTracking
19. If you are not measuring
calls, you may be
underreporting your success!
#CallTracking
20. Search Call Sources
#CallTracking
1. Online (Mobile): Click on mobile ad phone number
2. Online (Mobile): Click on mobile landing page phone number
3. Offline (Desktop): Call to PPC ad phone number
4. Offline (Desktop): Call to PPC landing page phone number
21. The majority of
search calls CANNOT
be tracked using
analytics provided by
your search engine.
#CallTracking
24. But these methods
can be expensive,
take a lot of manual
work, and are prone
to costly errors.
#CallTracking
25. Keyword-Level Call Tracking and
Dynamic Phone Number Insertion
• Less expensive
• Automated/less manual work
• Beyond campaign level, down to the keyword
• More data means more accuracy
#CallTracking
26. Marchex Call Analytics
An industry-leading data
platform that improves paid
media efficiencies for agency
clients by 20%+
#CallTracking
28. PROBLEM
SEM firm managing search campaigns
for a home services client was only
tracking online form appointments —
results were below expectations.
SOLUTION
Suspecting customers wanted to talk
before setting an appointment, the
agency started tracking phone calls.
Increase in search ad budget to
drive calls - while maintaining ROI
targets — as a result they
delivered 100% more leads.
22%RESULTS
#CallTracking
Case Study
Search Marketing Agency Uses Call Analytics to Deliver 100% More
Leads to Client
31. Lots of Accidental Calls…
48%
52%
74%
88%
52%
48%
26%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Voice Search Directories Display
CallVolume
Customer Service or Accidental Phone Calls New Prospect or Sale
#CallTracking
32. Lots of Spam Calls…
January 2012 April 2013 July 2013
Calls blocked (Millions)
Blocked Call %
October 2013
Marchex Clean Call blocked 61
MILLION spam calls.
Seasonal Trends
We estimate 1.5 billion spam calls
during presidential elections alone.
Call Spammers
Spam calls are growing.
162% increase from 2013 to 2014.
Call Tracking Numbers
15% of call tracking numbers are “dirty”,
they receive more calls than average.
#CallTracking
33. Call DNA
• Extract insights from ad-driven
calls
• Quickly understand consumer
intent and call quality from ad
campaigns
• Identify call patterns at scale to
identify conversions
#CallTracking
34. 65,911 calls from 1,432 accounts in 2013
Wrong #
2%
VoiceMail
4%
Hold Time
Abandon
4%
Hangup
17%
Short
Conversation
13%
Conversation
55%
#CallTracking
Use Call DNA to Assess Call Quality
36. Keyword:
Hotel Suite
Mobile
Ad ??
Keyword Attribution:
Conversion
Keyword:
Hotel Suite
Desktop
Ad
Landing
Page
Thank
You
WebsiteWebsite
Website
Keyword Attribution:
Conversion
Marchex Call Analytics solves a major problem with mobile
click-to-call search. There are many tools to measure desktop
search conversions, yet…
#CallTracking
37. Marchex Call Analytics provides clients with first-of-its kind
click-to-call conversion transparency.
Mobile
Ad
Call
IVR
Keyword
Level
Tracking
1 2 3
Keyword:
Hotel Suite
Keyword Attribution:
Conversion
Keyword:
Hotel Suite
Desktop
Ad
Landing
Page
Thank
You
WebsiteWebsite
Website
Keyword Attribution:
Conversion
#CallTracking
38. Marchex Call Analytics helped advertiser increase new
customer calls & decrease cost per acquisition.
Call
Volume
CPA
Call
Volume
CPA
Call
Volume
CPA
Change
Home Security 480 $440 980 $384 104% -15%
Security Systems 280 $536 360 $411 28% -23%
Security Cameras 90 $1184 110 $661 22% -44%
Alarm Systems 10 $1500 130 $234 1200% -84%
810 $915 1580 $423 95% -54%
BEFORE AFTER DELTA4 Keywords from a Home
Security Campaign
Total Calls/ CPA
New Customer Calls Up 95%, CPA Down 54%
#CallTracking
39. Next Steps
• Set up call extensions
• Use call tracking on ads and dynamic number insertion on
landing pages
• Track calls to the keyword level, not just the campaign
• Evaluate keyword performance
• Evaluate call quality
• Block suspicious calls
• Optimize PPC budget to drive more of your highest quality
calls
#CallTracking