&

#CallTracking

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www.wordstream.com/learn

How Savvy PPC Advertisers Generate

High-Quality Phone Call Leads

www.wordstream.com/learn

Want to get smart in paid search?

#CallTracking

Ben KasdonDirector of Product, WordStream

Meet The Experts

Jeff BraislinSr. Product Marketing Manager, Marchex

#CallTracking

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

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

Calls to businesses are

worth, on average, 3x more

than clicks to websites!

#CallTracking

Calls Generate Quality Leads

65% of business consider phone calls to

be their highest quality lead source!

#CallTracking

Analysis Paralysis!

#CallTracking

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

Go mobile.

#CallTracking

0

10

20

30

40

50

60

70

Made a purchase froma business in-store

Called the business Made a purchase froma business online

Visited the website of abusiness

A phone call is the most common

response from a mobile search.

61%

36%

22%

54%

Mobile Search Generates Tons of Calls

#CallTracking

In 2015, click-to-call from mobile search

will produce more than 50 BILLION calls.

2009 2010 2011 2012 2013 2014 2015

Annual C

alls

in

Mill

ion

s

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

Woah! A Call Button.

#CallTracking

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 FunnelMobile Search

Conversion Funnel

10% increase in CTR for PPC

ads with a phone number.

#CallTracking

Smartphone users are

more likely to explore other

brands when they are

unable to call directly from

the search results.

#CallTracking

Set Up Call Extensions

#CallTracking

Measure your calls.

#CallTracking

Calls Generate Lots of Conversions

43% of all

search-related

conversions

happen over the

phone.

#CallTracking

If you are not measuring

calls, you may be

underreporting your success!

#CallTracking

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

The majority of

search calls CANNOT

be tracked using

analytics provided by

your search engine.

#CallTracking

The solution!

#CallTracking

Common Call Tracking Methods

#CallTracking

But these methods

can be expensive,

take a lot of manual

work, and are prone

to costly errors.

#CallTracking

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

Marchex Call AnalyticsAn industry-leading data platform that improves paid media efficiencies for agency clients by 20%+

#CallTracking

How it Works

#CallTracking

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

Stop paying for bad calls.

#CallTracking

Lots of Suspicious Calls…

#CallTracking

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

Ca

ll V

olu

me

Customer Service or Accidental Phone Calls New Prospect or Sale

#CallTracking

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 TrendsWe estimate 1.5 billion spam calls

during presidential elections alone.

Call SpammersSpam calls are growing.

162% increase from 2013 to 2014.

Call Tracking Numbers15% of call tracking numbers are “dirty”,

they receive more calls than average.

#CallTracking

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

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

Keyword:

Hotel Suite

Desktop

Ad

Landing

Page

Thank

YouWebsiteWebsite

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

Keyword:

Hotel Suite

Mobile

Ad ??

Keyword Attribution:

Conversion

Keyword:

Hotel Suite

Desktop

Ad

Landing

Page

Thank

YouWebsiteWebsite

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

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 SuiteKeyword Attribution:

Conversion

Keyword:

Hotel Suite

Desktop

Ad

Landing

Page

Thank

YouWebsiteWebsite

Website

Keyword Attribution:

Conversion

#CallTracking

Marchex Call Analytics helped advertiser increase new customer calls & decrease cost per acquisition.

Call

VolumeCPA

Call

VolumeCPA

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

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

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

#CallTracking