Marchex smx east 2014

Run Call Extensions & Click-To-Call Like A Pro

SMX EASTSeptember 30, 2014

@marchex @johnmbusby

What We’ll Discuss Today

When to use Call Tracking

Advances in Click-to-Call Tracking

Google Click-to-Call Best Practices

Q&A

Example of pull quote messagingWhen should I use Call Tracking?

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Phone calls are driven from every media channel. The problem is measuring and attributing these calls to improve advertising performance.


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Measuring desktop search advertising is well understood.

Keyword:

Hotel Suite

DesktopAd

LandingPage

Thank YouWebsiteWebsiteWebsite

Keyword Attribution:

Conversion


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However, measuring mobile search click-to-call advertising presents a problem.

Keyword:

Hotel Suite

MobileAd ??


Conversion

Keyword:

Hotel Suite

DesktopAd

LandingPage



Conversion


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What are Google Website Call Conversions?

How it works Uses client-side code to dynamically rewrite phone numbers on a

landing page. Available in countries where Google Forwarding numbers are

available (US, UK, Australia, France, Germany, Spain).

Benefits Automatically tracks when calls are placed and reports within

Adwords as conversion events Free

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Limitations Very basic call experiences and limited reporting Toll-free numbers only Call recording currently not available Still doesn’t solve the attribution problem on SERPs

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When should you use Call Tracking?

To ensure Call Quality, enable advanced Call Experiences (IVRs, routing, etc), and to understand Call Performance

When integrations into Bid Management, CRM, DMP, or other systems are important

For Domestic and International, Local and Toll-Free tracking numbers

When you need to understand Call Conversions through the quality of the conversation itself

For Dedicated support


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The Call Analytics basics.

800.525.5555

1 2 3

Provision call tracking lines

Embed tracking numbers in campaign assets

Analyze results

206.331.3346


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Solve unintentional call / spam blocking.

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 phone numbers are “dirty”

Marchex Clean Call blocked 61 million calls in 2013 for Call Analytics clients

Why are spam calls happening?

October 2013 January 2014 April 2014 July 2014

Calls blocked (M) Blocked Call %


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Take call attribution to the next level with Dynamic Tracking.

KW 1

KW 2

KW 3

KW 4

KW 5

KW 6

KW 7

KW 8

KW …

KW …

KW 1,000

Ad PlacementsA consumer clicks or

views an advertisement on their desktop or

mobile device.

Number PoolA call tracking line is selected from a pool of numbers and

assigned to the consumer. The number acts as a cookie or unique ID that links to the

consumer to a viewing page.

Landing PagesThe number is displayed on a landing page, and when called, ties the call to the

keyword, session, or impression that drove the consumer to take action.

Reports & InsightsThe data can be viewed in

real time in the Call Analytics UI or through the API in integrated reports.


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Determine call outcomes through Conversational Analytics.

Call Visualization

Call Classification


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Close the loop on call performance.

MobileAd

IVRSegmentation

& Routing

Keyword Level

Tracking

1 2 3

Keyword:

Hotel SuiteKeyword Attribution:

Conversion

Keyword:

Hotel Suite

DesktopAd

LandingPage



Conversion


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Example of pull quote messagingDemo:Call Analytics Basics


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Example of pull quote messaging

Best PracticesSetting up Google Call Extensions


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Advanced call extension setup.

Google Call Forwarding Ad Type Device Preference Scheduling Phone Call “Conversions”

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2

3

5

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Call extension best practices.

Separate Click to Call Tracking by Device Type.

Use Ad Group Level Call Tracking on higher spend, return or CPC ad groups.

Create Single Keyword Campaigns to have full budget control over highest value/return keywords.

Desktop Call Extension Calls are free interactions from Google, but can hurt CTR and QS.


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Optimize with call analytics – calculate a true cost per conversion.

41%

40%

10%

9%

New Customer

Did Not Pass IVR

Hang Up

Existing Customer

Metric UI Data Call Analytics Data

Change In Performance

Conversions

(Converted Clicks + Calls)

332+2,531=

2,863

332+1038=

1,370

2,863 – 1,370=

-1,493

Click to Conversion

Rate(With Calls)

2,863/5,469=

52.3%

1,370/5,469=

25.05%

52.3% – 25.05%=

-27.25%

Cost Per Conversion

(With Calls)

$83,279/2,863=

$29.08

$83,279/1,370=

$60.79

$29.08 – $60.79=

-$31.71


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Optimize with call analytics – device type insights.

Device Clicks Cost Converted Clicks

New Customer Calls

Cost Per Conversion

Conversion Rate

Desktop 1,190 $9,983.90 282 3 $35.03 23.95%

Mobile 4,078 $71,641.92 0 1,035 $69.22 25.38%

Tablet 201 $1,653.16 50 0 $33.06 24.88%

Total 5,469 $83,278.98 332 1,038 $60.77 25.05%


Business is calling. Let’s talk.

Adarsh NairSenior Director, Search Product and [email protected]

Tim GraberSenior Director, Product & [email protected]

Cody KunningDirector, Search Engine [email protected]


Marchex smx east 2014

Technology

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