Presentation from the June 17th webinar, From Click to Call to Conversion: Using Big Data to Optimize PPC delivered by Kenshoo, Ifbyphone, and SQ1. Presenters discussed 5 ways PPC marketers can use Big Data, specifically call data, to build better-converting campaigns.
From Click to Call to Conversion - Kenshoo and Ifbyphone Webinar
1. Steve Griffiths
VP Marketing &
Product Strategy
Ifbyphone
Kelly Wrather
Senior Manager of
Content Marketing
Kenshoo
webinar
From Click to Call
to Conversion:
Using Big Data to Optimize PPC
Shaun Parnell
Senior Director of
Performance Sciences
Sq1
#BigDataPPC
2. Agenda
2
1. Bid data landscape
2. The importance of mobile in big data
3. Integrating call tracking and bid management
4. Customer case study: Sq1
5. Tips for using big data to improve ROI
4. The Rise of Big Data
4
2.5 exabytes
Amount of data
created each day
61%
Percentage of marketers
who believe that Big Data
represents equal parts
opportunity and obstacle
5. Marketer Challenges and Opportunities
5
> Data acquisition cited as top priority
by marketing leaders
> Top barriers to entry for acquiring
Big Data
- Budget limitations
- Data Quality
- Limited tools and technology
6. Applications for Big Data in Your Marketing
6
Consider the channels and devices across which
consumers interact with brands and what this means for…
> Optimization
- Large amount of variables at play
- Algorithms provide scale and intelligence
> Attribution
- Touch points across the consumer lifecycle can be tracked
- Industry moving away from last click and toward valuing interactions
7. Big Data Considerations for Local Search
7
> High Volume and Scale: multi-location
> Offline Conversions: in-store and via phone
> Mobility: consumers on the go
Location Marketing
Call Tracking
Offline Conversions
Regional Targeting
Store Reporting
12. of mobile searchers say it’s
important that businesses give
them a phone number to call
of mobile searchers will research
other brands if the initial company
had no click-to-call option
of mobile searchers have used the
“call” button
Adding a phone number to mobile
search ads results in an average
click through rate increase of 8%
Calls Are Especially Important In Mobile Search
12
Source: Google (2013)
61%
41%
70%
8%
13. More Calls Is Great News for Marketing & Sales
13
38.4% 38.7%
26.1% 28.7%
19.2% 15.8%
28.0%
19.5%
28.0%
15.0%
9.5%
9.7%
66.4%
58.2%
54.1%
43.7%
28.7%
25.5%
0%
20%
40%
60%
Good Excellent
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
14. Every Call Generates a Wealth of Data….
14
> What keyword search drove the call?
> What ad, campaign, or piece of
content drove the call?
> What web page did they call from?
> What web pages did they see before
and after the call?
> Where in the country did the caller
call from?
> What day and time was the call
made?
> What phone number was the caller
calling from?
> Where was the call routed?
> Was the call answered?
> How long was the caller kept on
hold?
> How long did the call last?
> Is the caller an existing customer?
> Why was the caller calling you?
> Did the caller become an opportunity
or sale?
…But Are You Leveraging It?
16. Call Tracking Software for Marketers & Agencies
16
Social MediaEmail & Direct MailSEO and PPC Your Website
TV & Radio Print & Billboards Content Display Ads
> Track calls back to the exact source that originated them –
and through to revenue
> Works for any marketing source – online, mobile, or offline
17. How Call Tracking Works for Search Ads
17
> Routing calls by source to the right
agent improves conversion rates
> Knowing what keywords and PPC
ads lead to calls and sales
improves bidding and ROI
18. Analyze Phone Lead Data with Real-Time Reports
18
See days of the week and hours of
day your marketing drives calls
See the keywords, ads, and other sources
that drive calls and conversions
See high-level graphical reports
of call volumes and durations
20. Close the loop with Kenshoo Call Conversion
Optimization (CCO)
20
Move beyond just tracking phone calls to actually optimizing your campaigns
based on the keywords that generate the most profitable phone calls
21. Optimize Calls and Sales from PPC
21
> Ifbyphone call tracking analytics data
included in Kenshoo’s optimization solution
> Provides marketers and agencies with
complete data to optimize PPC bids,
conversions, and ROI from search and
social
23. Situation
23
Challenge
> Needed to track calls
from their national
website to specific dealer
locations
> Specifically looking to
improve CPA by
optimizing to phone calls
instead of store locator
searches on site.
Solution
> Sq1 used Kenshoo and
Ifbyphone to show client the
keywords that were really
driving calls
> Able to determine true value
of search keywords to
improve bidding strategies
> Optimized campaigns to
increase call quality and
volume
Goal
> Expand brand
footprint in the
US by driving
leads to local
AC dealers on
a per market
basis
Sq1 client is the largest HVAC
manufacturer in the world with a
growing presence in the United States
24. Results
24
> Able to quickly scale our client’s local search marketing efforts from
10 local markets to 50 within 5 months
> Increased site-side call conversion rates by 75% and decrease cost
per call by 65% over a 5 month period
“The task was to introduce a new brand in a low interest category and
generate sales during the off-peak selling seasons with a 90 day project
deadline. Not only did Sq1 readily accept the challenge, they designed
a program that resulted in active sales leads within a couple of days
followed by a continuous flow of qualified sales leads. Needless to say,
we are a happy client.”
— Client Director of Communications
25. Key Integration Benefits
25
> Use call analytics data to optimize PPC bids, increase conversions,
and improve ROI from search and social
> Leverage call tracking technology to weed out robo-callers and auto-
route callers to nearest location.
> Automatically reallocate budgets to the highest performing keywords
and ads to meet and exceed your goals
> Generate detailed reports to prove to clients and execs how your
marketing is impacting their business
27. Utilize geo-targeting to boost local conversions
27
Radius targeting + call tracking + call routing using geo-location
28. Use your big data to cut out waste
28
> Negative matching keywords
> Filter out calls that are not sales calls (e.g., careers)
> Replicate lessons learned across search engines
> Underperforming geographies
> Times of day
29. Leverage cross-device and cross-channel
signals
29
> Harness the intent and
interaction signals from
search and social
- Collect
- Analyze
- Optimize
> Put signals in context of the
device used
> Follow consumers throughout
the path-to-purchase and
activate signals to create a
tailored experience
30. Optimize for Sales, Not Clicks
30
> You want your campaigns to
generate opportunities and
sales, not just leads
> Optimize PPC campaigns
based on cost per opportunity
and cost per account
> Measure ROI by revenue
generated, not raw lead totals
31. To learn more about
Ifbyphone:
Visit www.ifbyphone.com
for eBooks, additional
webinars and other
research
Call 855-891-9782 to request
a demo or learn more
Next Steps
31
To learn more about
Kenshoo:
Visit www.Kenshoo.com
for a host of resources and
subscribe to our blog at
Kenshoo.com/blog
Email info@kenshoo.com
to learn more or request a
demo
To learn more about
Sq1:
Visit www.Sq1.com
to learn about technology
driven solutions for your
business
Email info@sq1.com to
request a consultation
Thank You!