Mastering click to-call to capture more customers and revenue

transcript

Hosted by: Featuring guest analyst:

Mastering Click-to-Call to Capture More Customers and

Revenue

Today’s Panelists

Julia SteadDirector, Demand Generation

Collin ColburnResearch Serving B2C Marketing Professionals

Today’s Topics:

• Capturing customers with Click-to-Call

• Best practices and easy tips in getting started

• Boosting results with deeper call intelligence

Join the conversation.

BEST PRACTICES:Measurement

MEASUREMENT

Think beyond just the ad…

• Include strong call/phone number CTAs on your landing pages, especially for mobile campaigns

• Track and measure conversions from landing pages, not just click-to-call buttons

70% of our calls from paid search come from a landing page, not the ad.

Call directly from ad (Call Extensions)

Call from landing page

MEASUREMENT

Form response rate lift: -14.34%Call response rate lift: 37.89%

~70% call response rate improvement within two months

MEASUREMENT

Not all conversions are created equal. Go beyond counting calls – look at call

outcomes.

BEST PRACTICES:Caller Experience

CALLER EXPERIENCE

Google Call Extensions and Forwarding Numbers treat every caller the same.

• Route callers to different agents based upon their caller profile and search queries

• More personalized caller experience = higher likelihood of converting

Use data from call outcomes to better personalize your retargeting campaigns.How: Data from call – product offer page, keywords said, appointment booked/sale made – is synced to DMP and uploaded to retargeting ad platform.

CALLER EXPERIENCE

Use data from call outcomes to better personalize your retargeting campaigns.Examples: • Caller makes a purchase. Stop retargeting them.

• Caller from Minneapolis asks about a specific NFL Sunday Ticket cable TV package but doesn’t purchase. Retarget them with NFL Sunday Ticket ads featuring the Vikings.

CALLER EXPERIENCE

BEST PRACTICES:Closed Loop ROI Reporting

Capture the analytics unique identifier

// Format the Visitor ID to remove [CS]v1| and [CE] function getSVI(id){ var block1 = id.split("|"), block2 = block1[1].split("[CE]"), theId = block2[0]; return theId; }

var invocaParams = {</script>

CLOSED LOOP ROI REPORTING

CLOSED LOOP ROI REPORTINGAPI integration pushes data in real-time

CLOSED LOOP ROI REPORTING

View calls alongside other web metrics:

Tie call conversions back to ad spend• Measure campaign, ad group, keyword that drove the

call. • See which keywords, products or services drive revenue.

Julia SteadDirector, Demand Generation

Collin ColburnResearch Serving B2C Marketing Professionals

www.invoca.com/demo855-795-9483