big optimization in a mobile-first world
TRANSCRIPT
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Bid Optimization in a Mobile-First World:
Why you can’t afford to ignore callsKelley Schultz | Digital Marketing Lead | DialogTech
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Today we’ll answer 3 questions:
How is mobile search impacting customer calls?
How do I drive more callers from search?
How can I use call data to optimize my PPC performance?
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QUESTION 1:
How is mobile search impacting customer calls?
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US smartphone ownership today
Source: Pew Research, 2015.
AllMale
Female18-29
30-4960-64
65+
White, n
on-Hisp
anic
Black, non-H
ispanic
Hispanic
<$30k
$30-50k
$50k-75k
$75k+
64% 66%63%
85%
79%
54%
27%
61%
70% 71%
50%
71% 72%
84%
64%of US adults today own
smartphones.
>80%of US adults ages 18-49
own smartphones
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2014 2015 2016 2017 2018 2019 2020
32.0 23.2 18.8 16.5 14.2 11.9 10.0
24.6 27.8 31.1 34.4 37.3 39.6 41.6
196.6 208.8 215.7 219.7 223.0 225.5 227.7
Desktop/laptop-only internet users Mobile-only internet users Dual internet users
US Internet users rely on mobile devices for digital access
Source: eMarketer.
US Internet Users, 2014-2020millions
1 in 10US Internet users
will go online exclusively through
mobile in 2016.
88%of Internet users will go online via desktop at least
monthly in 2016.
(Down from 97.3% in 2011.)
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Mobile is the future of paid search:Over 50% of searches are now on mobile devices.
Source: Google, eMarketer.
US Search Ad Spending, by Device, 2014-2017billions
250%increase in US mobile search
spending from 2014-2017.
Over 70%of US paid search spend
will be mobile in 2017.
2014 2015 2016 2017
$14.30 $12.82$10.56 $9.12
$8.72 $12.85 $17.87 $21.73
Desktop Mobile
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More mobile searches = more inbound calls
Source: BIA/Kelsey
2010 2011 2012 2013 2014 2015 2016 2017 20180
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000Paid Search Organic Search Mobile Search
73 billioncalls expected from mobile
search in 2018.
38 billioncalls to US businesses
from mobile searches in 2014.
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Marketers want credit for every point of engagement throughout the customer journey
OFFLINE ENGAGEMENTS
ONLINE ENGAGEMENTS
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QUESTION 2:
How do I drive more callers from search?
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Ad copy should be optimized for mobile: use mobile ad extensions and CTAs (“visit our mobile site,” “call now,” etc.)
Ads should send searcher to mobile-optimized landing page
70% of searchers used call extensions to call businesses
Ad with call extensions get 8% more clicks
Bid based on the value of a call and keywords that generate calls
Use ad language to incentive a call
Not all clicks are call conversions. Use a DialogTech trackable phone number to measure true results
Create mobile-preferred search ads
Take advantage of call extensions
Try using call-only AdWords ads
Use mobile-targeted ads
Source: Google
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Lack of a “Call” button can cost you customers
Source: Google
% who say the following statements describe how they feel when unable to call a business directly from the search results on their smartphone.
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Optimize mobile web pages to drive calls:Include “Call Now” CTAs on landing pages.
LEAD GEN FORMS
CALL FOR QUOTE
CALL STORE/DEALER
WITHIN “LOCATOR” LISTS
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More than 2xmobile local searches expected in 2019 from
2014.
Optimize search campaigns for local:Mobile local search volume is exploding & driving purchase.
1. Use call extension with local phone number.
2. Use call-centric ad language.
3. Include location extension.
4. Include incentive to call.
5. Mention location in ad text and URL.
6. Enable location extensions for local stores.
Local numbers get
3 timesas many calls as toll-
free numbers.
Up to 53% of mobile shoppers
have called a business.
23
14
55
2
6
Source: BIA/Kelsey, Google, xAd.
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Keyword bidding strategies: optimizing for calls
The goal for these keywords is to drive leads. Without measuring call leads, you would be missing out on 50% of conversions.
Bring call conversions into your AdWords UI to ensure
you are optimizing for all
conversions.
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QUESTION 3:
How can I use call data to optimize my PPC performance?
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Use call attribution to track callers from your website and search engine results page
A search is made from a smartphone.
Call from call extension/call-only ad, or a unique trackable number is displayed automatically on
web pages.COMPLETE ATTRIBUTION
Attribute caller to search engine,
keyword search, PPC ad, & landing
page.
Use call attribution data in other applications.
Optimize spend for what’s driving calls
& sales.
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Call attribution gives insight into the call and caller
MARKETING SOURCEKnow exactly what drove the
call – works for digital, mobile, and offline marketing.
WEBSITE ACTIVITYThe pages on your
website the caller visited before and after calling.
OS & BROWSERThe operating system and browser the caller used to visit your site.
WHO TOOK THE CALLExactly where the caller
was routed.
CALLER INFOGeographic location,
day/time, and caller ID.
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Pass call data into the martech tools you already use
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View all goals in Google Analytics – even calls!
Know which channels drive the most calls. Dig into your data, down to the keyword, landing page, and device. Optimize for more calls the same way you optimize for clicks and
conversions.
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Mobile-targeted ads and keyword bidding
optimizations.
Integrate call data with the martech tools you
already use.
73 billion calls expected from mobile
search in 2018.
To recap why you can’t afford to ignore calls:
How is mobile search impacting customer calls?
How do I drive more callers from search?
How can I use call data to optimize my PPC performance?
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QUESTIONS?