Example of pull quote messaging

MarchexKW Attribution for Calls

Travis Fairchild

SVP, Distribution

tfairchild@marchex.com

Marchex is a leading advertising technology company focused on Mobile and Calls.

= CALLS

100K+Customer scale

400M+Annual call connections

30Patents granted & pending

420 / 50%Employees / % in Product &

Engineering roles

$175M+2014 Revenue estimate;

profitable and debt free

MCHXPublicly traded on Nasdaq

3

Components Needed for Keyword Level Attribution for Calls 1

56

What You Will Learn Today

Insights from Processing 1.5+ Billion Phone Calls2

Search Optimization Strategies for Calls3

4

Example of pull quote messaging

“Keyword Call attribution is a black box. I need to understand how to identify mobile conversions so my team can leverage mobile search to drive sales.”

Bridgestone, VP of of Marketing

5

KW Attribution for Calls is a Black Box

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd

6

IVR is the First Call Event to Track

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR

1

7

¾ of all Calls are Customer Service Calls

1

2

“Please Press 1 for Sales.”

“Please press 2 if you are an existing

customer.”

25%

75%

8

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR

1

IVR is the First Call Event to Track

9

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR

1 2

Recording

A Conversation is the Web Site of a Call

10

airport breakfast fitness free parking pool restaurant view wireless0

0.5

1

1.5

2

2.5

Over Indexed for “Fitness” and “View”

Featured Correlated with Reservations for Major Hotel Chains

11

Example of pull quote messaging

“I need to know the outcome of phone calls, but we can’t record the call for legal reasons!”

Starcom Lead for Bank of America

12

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR

1 2

Recording

Recording Outcomes without Recording

13

Tracking a Conversation without a Recording

1465,911 calls from 1,432 accounts in 2013

Conversation Quality Varies by Keyword

15

Example of pull quote messaging

“I work with 20 publishers who serve billions of impressions, I bid on thousands of keywords …. which ones are driving quality calls?”ADT, Director of Marketing

16

Tying Call Events Back to Keyword

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR Dynamic

KWLT

1 2

Recording

3

17

KW 1KW 2KW 3KW 4 KW 5KW 6KW 7 KW 8 KW … KW …KW 1,000

Dynamic KWLT for Tail, CTN for Head

18

New Customer, Quality Conversation

3

Desktop Ad

Landing page

Web site

Checkout

Click

Car Service

Call

Car Service MobileAd Call IVR Dynamic

KWLT

1 2

Recording

3

Quality Call

19

Example of pull quote messagingResults Are Dramatic

20

# of Quality Calls 30 Days Before and After

0

20

40

60

80

100

120

48

28

4 1

98

36

11 13

81 158 = 95%+

Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4

21

Homes

ecur

ity

Secur

ity S

yste

ms

Secur

ity C

amer

as

Alarm

Sys

tem

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$440$536

$1184

$1500

$384 $411

$661

$234

$915 $423 = -54%

KW CPA 30 Days Before and After

Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4

22

Example of pull quote messagingOptimization

23

9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am0%

5%

10%

15%

20%

25%

30%

35%

40%

0

100

200

300

400

500

600

Average Hold Time Durations Abandon Rate Sales Rate

Ab

and

on

/Sal

es P

erce

nta

ge

Ho

ld T

ime

in S

eco

nd

s

Abandonment Rate is High in the Evening

24

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Conversions Generated By Hour of DayQ1 2014Sunday Monday Tuesday WednesdayThursday Friday Saturday

02000400060008000

100001200014000

Conversions Generated By Day of WeekQ1 2014

Users are 100% more likely to convert on weekdays

90% of all conversions

happen between 7am and 10pm

Dayparting Trends for Calls

25

Example of pull quote messaging

“I need to favor local agents vs. the national call center based on location of caller, time-of-day, and many other signals!” VP, Allstate Digital Marketing

26

National Avg. CPC

$47.32

State Avg. CPC

$62.17

National Avg. Position

2.3

State Avg. Position

5.4

National Quality Score

8/10

State Quality Score

6/10

State Targeting Can Be Expensive for Mobile

27

“Please Enter Your Zip Code”

National Call Center Local Agents

DynamicIVR Data

Geo-Target the Call from National Campaigns

28

Components Needed for Keyword Level Attribution for Calls 1

• IVR• Recording, Call DNA or Conversion Information• Single CTNs for Head Terms, Dynamic KWLT for

the Tail

Insights from Processing 1.5+ Billion Phone Calls2

• ¾ of all Calls are Customer Service Related• ~ Half of Inbound Calls are “Good”

Search Optimization Strategies for Calls3

• Daypart Weekdays/Weekends, Morning/Evening• Deliver Calls Locally, Target Search Nationally

29

Example of pull quote messaging

MarchexKW Attribution for Calls

Travis Fairchild

SVP, Distribution

tfairchild@marchex.com