We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact on your display ROI.

1. 1
www.dublindesign.com
Optimizing Display
Advertising in an
Omni-Channel World
HOSTED BY:

2. Presenters
• Blair Symes
– Director of Content Marketing at DialogTech
– @dialogtech
• Stephanie White
– Senior Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @StephaniePPCPro

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

6. About DialogTech
Actionable marketing analytics
for phone calls
MEASURE | ANALYZE | TARGET | PERSONALIZE | OPTIMIZE

7. Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

8. Live Poll Question #1
How much experience do you have in
display advertising outside of remarketing?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

9. Webinar Agenda
● Why display is an important marketing channel
● Why phone calls are important conversions from display
● Omnichannel audience building and targeting strategies
● Creative, ad, and landing page optimization tips
● Data-driven strategies for increasing display ROI

10. #thinkppc
Why Display Matters
Digital continues to replace Traditional
advertising

11. Traditional vs Digital
Online Display
replaces
Outdoor Display

12. Traditional vs Display
Traditional Display
| Display

13. Display Reach
Of global internet users

14. Google Display Monthly Reach
comScore Feb 2016
Google Display is the
#1 ad network with
219,584 unique
monthly visitors

15. Online Research Stats
82% of shoppers
research online
before buying
● Amazon
● YouTube
● Blogs
● Gmail
Forbes May 2016
Part of the
Display Network

16. YouTube
comScore Feb 2016

17. Mobile Stats
Google & comScore Feb 2016
5+ Hours (spent online per day)
40% (of that time is with mobile devices)
65% (of the transactions begin on mobile)
18% (increase in mobile retail e-commerce spending
in Q4 2016 compared to the previous year and will
continue to grow in 2018 and beyond)

18. #thinkppc
Audience & Targeting
Use Analytics data to build your Adgroups

19. Targeting
Display allows you to
target specific
“personas” to create a
custom user experience

20. Audience Insights
Use Analytics to create your initial Adgroups
Audiences
● Demographics
○ Age
○ Gender
● Interests
○ Affinity
○ In-Market
● Custom
○ Custom Affinity audiences
Audience Insights

21. Audiences (In-Market)

22. Audiences (Affinity)

23. Audiences (Demographics)
Tip: use Analytics data to build your custom “personas” and messaging.

24. Display - Analytics Data
Import Analytics Data into
Adwords:
● Bounce rate
● Pages / session
● Avg session duration

25. Display - Keyword Overlay
Overlay Interest + Keywords = can improve relevance, lower impressions,
lower bounce rate, more pages/session, & high goal conversion rates

26. Display - Exclusions
Exclusion options:
● Site category
● Negative keywords
● Adsenseformobileapps.com

27. #thinkppc
Creative & Ad Options
Get to the point and include a CTA

28. Ad Copy (Types)
Types of Ads:
● Responsive Ads
● Static Ads
● Animated Ads
● Video Ads

29. Ad Copy (Responsive)
Types of Ads:
● Short headline
● Long headline
● Description
● Business Name
● Finale URL
● CTA

30. Ad Copy (Desktop Specs)
Common desktop ad sizes:
● 250x250
● 200x200
● 468x60
● 728x90
● 300x250
● 336x280
● 120x600
● 160x600
● 300x600
● 970x90

31. Ad Copy (Mobile Specs)
Common mobile ad sizes:
● 320x50
● 200x200
● 250x250
● 300x250

32. Ad Copy (Video)
In-Stream Video Ads
● Share your brand story
● Pay only when they watch 30
seconds (or 100%) or the user
engages with your video ad
● In-stream allows users to skip
after 5 seconds
● Measure performance

33. #thinkppc
Google Display Stats
Building brand awareness is critical

34. Real Stats - Adwords Spend
| Search | Display
2016 Data

35. Real Stats - Direct Revenue
| Search | Display
2016 Data

36. Real Stats - Assisted Revenue
| Search | Display
2016 Data

37. Multi-Channel Funnel
2016 vs 2015 Data

38. Multi-Channel Funnel
Is your Funnel
Simple or Complex?

39. Display - Tracking Calls
● Call Extensions only work in Search Network w/Display Select
● Set-up 3rd party call tracking

40. Display - Call Tracking

41. Key Takeaways
● Google Display is the #1 ad network with a 90% reach
● Use Analytics to build your custom “personas”
● Use the Display Exclusions to optimize performance
● Test all Creative ad formats and measure performance

42. #thinkppc
Why Calls Matter
You can’t measure and optimize ROI if
you ignore phone calls

43. An explosion in phone calls from display
Sources: eMarketer, BIA/Kelsey, Google
65%
of all digital media time
is mobile
70%
of US display ad spend is
mobile
22 billion
calls to US businesses
from mobile display ads in
2014
29 billion
calls to US businesses
from mobile display ads in
2017

44. Calls are often the most valuable conversions
Source: BIA/Kelsey
10x-15x
Calls convert to revenue 10x-15x
more than web leads.
$1 Trillion
Calls will influence $1 trillion in US
consumer spending this year.
Customers who
initiate inbound
calls convert
faster, spend
more, and have a
higher retention
rate.
“

45. Most businesses want calls more than web leads
Sources: Google, xAd, TravelClick, Kelley Blue Book, Sequence, DialogTech, McKinsey & Company
Insurance
75% of insurance shoppers
call agent or contact center.
Financial Services
68% want to call while
researching purchases.
Education
40% want phone conversations
to learn about schools.
Senior Care
70% of marketing leads are
phone calls.
Home Services
70% want to call businesses to
purchase home services.
Real Estate
50% of home buyers and
sellers call realtors to engage.
Automotive
25% of auto shoppers first
contact a dealership by calling.
Retail
51% want to call a store
when buying home goods.
Travel & Hospitality
35% of hotel bookings are
from phone calls.
Health Care
88% of patients book
appointments over the phone.
Telecom
39% make a purchase by
calling.
Businesses with
products or services
that are
complex,
expensive,
infrequent,
or urgent
want phone calls

46. #thinkppc
Driving More Calls
Optimize display ad creative, landing pages,
and targeting to drive calls

47. Create display CTAs based on what you want
I want web forms or calls I want calls I want callsI want web forms or calls

48. Provide call option on landing pages and website
Call option with web formsCall Now as the main CTA Put call button/number on every page
Include
call button
in header
Permanent
footer call
button

49. Retarget past callers with call-focused ad
campaigns
Retarget caller with banner ad Calls to book tripConsumer runs search Calls from ad to get details
Banner ad with offer
incentives action
LP with ”call now” as
main CTA drives call
You know the person
prefers to engage by calling

50. Drove
4x the calls
from campaigns that
used caller data to
target lookalike
audiences
Expand reach to new audiences likely to call and convert
Target lookalike audiences
resembling customers who called
Call-focused ad CTA
for likely callers

51. Use caller data as exclusions
Don’t waste impressions!
Exclude audiences who:
● Already called you
● Current customer
● Called from Careers page

52. #thinkppc
Smarter Display Optimizations
Take a data-driven approach to phone calls,
just like you do for web conversion

53. Data marketers capture from phone calls
What Drove the Call
Marketing channel
Specific ad
Search keywords
Website interaction and
page they called from
Quality of the Lead
Was the call a quality
sales lead?
Did the call convert?
What was the value of
the call?
Data can be used to measure digital ROI, improve targeting,
and optimize ad spend for what’s really driving customers.
Caller Profile
Name & phone number
Geographic location
First-time or repeat
caller
Time and day of call

54. Credit where credit is due: Display impressions
✓
✓ ✓
✓ ✓
1. DISPLAY AD 1
While browsing online, a person
sees your display ad but takes
no action.
2. DISPLAY AD 2
The same person sees a
second display ad but does not
click through.
4. WEBSITE VISIT
The person visits your website
from your search ad.
3. BRANDED SEARCH
The person does a branded
search and clicks your
search ad.
5. PHONE CALL
The visitor calls.
The phone call
is linked to the
paid keyword,
website visit &
each display ad
impression.

55. Include call analytics with other marketing platforms
Analytics CRMOptimization
CALL ANALYTICS
Marketing Channel
Specific Ad
Search Keywords
Web Behavior
Time/Day of Call
Caller Location

56. Optimize for what drives the best conversions
WHAT YOU NOW KNOW:
How your marketing influences and drives not just
calls and clicks, but customers
WHAT YOU CAN NOW DO:
Optimize media spend, ad targeting, and website
experiences for what drives the best conversions
Eliminate what doesn’t

57. #thinkppc
What Happens on Calls
Analyze the caller experience for marketing insights

58. When you spend budget on calls, you should know:
Was the call answered?
How long did it last?
Was it a sales lead?
What product are they calling for?
How did the sales agent perform?
What words did the caller say?
Did the caller convert?

59. Conversation analytics for marketers (example)
Step 1
Filter calls by a wide range of criteria:
• Location or agent that answered call
• Marketing source of call
• Day and time
• Call duration
• Words spoken on call

60. Conversation analytics for marketers (example)
Step 2
See every call that fits
your search, along
with:
• Caller info
• What drove the call
• How long it lasted
• Was it a sales lead
• Access to recording
& transcription

61. Conversation analytics for marketers (example)
Listen to the
recording of the
call
Read the
transcription
with searched
words
highlighted
Step 3
Drill into any call
for more details:
• Did the agent say
the right things?
• Did the caller
mention
important
keywords?
• What questions
did the caller
ask?

62. AI analyzes
conversations
from 3,000+
calls a week to
classify each
one
NEW CUSTOMER
CURRENT CUSTOMER
OTHER
National marketing
team proves to 450+
franchisees how many
of each type of call
they send them
Type of Call
Let artificial intelligence do the analytics for you

63. #thinkppc
Better Caller Experiences
Marketers can have an impact on the caller
experience - and that impacts ROI

64. Sources: OnBrand Group, American Express
Caller experience impacts marketing ROI
84%
of callers would cease
doing business with a
company after a negative
caller experience
55%
who intended to make a
purchase have backed out
because of poor customer
service
Caller Pain Points
• Missed calls
• Lengthy wait times
• Caller passed from agent to agent
• Agent not knowing why a caller is
calling

65. Use insights on callers to route them optimally
Caller’s location
Marketing source that drove call
Time of day
Caller’s answers to phone IVR
Agent skillset and performance
Caller history and lead status
You don’t have to
route every caller
the same way.
What is the best
call experience
based on what you
know about that
caller?

66. Prioritize calls from your best channels or keywords
Once you know calls
from certain marketing
interactions convert
best, prioritize those
callers so they are
answered right away.
VIP Call Queue
Regular Call Queue

67. See the
marketing
source
that drove
call
See info on
the caller
and their
location
Arm sales agents with marketing insights on callers
Marketing interaction generates a call Analytics on the caller presented to sales agent

68. Get a free call assessment from DialogTech
Measure & Optimize
how your marketing drives
phone calls, opportunities,
and customers
Integrate
call data with other
marketing and ad
platforms
Analyze
conversations and call
outcomes for actionable
insights
Personalize
the call experience to
convert callers to
customers
dialogtech.com | contact@dialogtech.com

69. Offers!
A. I’d like DialogTech’s offer for free caller analytics
and experience assessment
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

70. Live Q&A Time!

71. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact DialogTech Directly: contact@dialogtech.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf