Bid Optimization in a Mobile-First World:

Why you can’t afford to ignore callsKelley Schultz | Digital Marketing Lead | DialogTech

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Today we’ll answer 3 questions:

How is mobile search impacting customer calls?

How do I drive more callers from search?

How can I use call data to optimize my PPC performance?

QUESTION 1:

How is mobile search impacting customer calls?

4

US smartphone ownership today

Source: Pew Research, 2015.

AllMale

Female18-29

30-4960-64

65+

White, n

on-Hisp

anic

Black, non-H

ispanic

Hispanic

<$30k

$30-50k

$50k-75k

$75k+

64% 66%63%

85%

79%

54%

27%

61%

70% 71%

50%

71% 72%

84%

64%of US adults today own

smartphones.

>80%of US adults ages 18-49

own smartphones

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2014 2015 2016 2017 2018 2019 2020

32.0 23.2 18.8 16.5 14.2 11.9 10.0

24.6 27.8 31.1 34.4 37.3 39.6 41.6

196.6 208.8 215.7 219.7 223.0 225.5 227.7

Desktop/laptop-only internet users Mobile-only internet users Dual internet users

US Internet users rely on mobile devices for digital access

Source: eMarketer.

US Internet Users, 2014-2020millions

1 in 10US Internet users

will go online exclusively through

mobile in 2016.

88%of Internet users will go online via desktop at least

monthly in 2016.

(Down from 97.3% in 2011.)

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Mobile is the future of paid search:Over 50% of searches are now on mobile devices.

Source: Google, eMarketer.

US Search Ad Spending, by Device, 2014-2017billions

250%increase in US mobile search

spending from 2014-2017.

Over 70%of US paid search spend

will be mobile in 2017.

2014 2015 2016 2017

$14.30 $12.82$10.56 $9.12

$8.72 $12.85 $17.87 $21.73

Desktop Mobile

More mobile searches = more inbound calls

Source: BIA/Kelsey

2010 2011 2012 2013 2014 2015 2016 2017 20180

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000Paid Search Organic Search Mobile Search

73 billioncalls expected from mobile

search in 2018.

38 billioncalls to US businesses

from mobile searches in 2014.

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Marketers want credit for every point of engagement throughout the customer journey

OFFLINE ENGAGEMENTS

ONLINE ENGAGEMENTS

QUESTION 2:

How do I drive more callers from search?

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Ad copy should be optimized for mobile: use mobile ad extensions and CTAs (“visit our mobile site,” “call now,” etc.)

Ads should send searcher to mobile-optimized landing page

70% of searchers used call extensions to call businesses

Ad with call extensions get 8% more clicks

Bid based on the value of a call and keywords that generate calls

Use ad language to incentive a call

Not all clicks are call conversions. Use a DialogTech trackable phone number to measure true results

Create mobile-preferred search ads

Take advantage of call extensions

Try using call-only AdWords ads

Use mobile-targeted ads

Source: Google

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Lack of a “Call” button can cost you customers

Source: Google

% who say the following statements describe how they feel when unable to call a business directly from the search results on their smartphone.

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Optimize mobile web pages to drive calls:Include “Call Now” CTAs on landing pages.

LEAD GEN FORMS

CALL FOR QUOTE

CALL STORE/DEALER

WITHIN “LOCATOR” LISTS

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More than 2xmobile local searches expected in 2019 from

2014.

Optimize search campaigns for local:Mobile local search volume is exploding & driving purchase.

1. Use call extension with local phone number.

2. Use call-centric ad language.

3. Include location extension.

4. Include incentive to call.

5. Mention location in ad text and URL.

6. Enable location extensions for local stores.

Local numbers get

3 timesas many calls as toll-

free numbers.

Up to 53% of mobile shoppers

have called a business.

23

14

55

2

6

Source: BIA/Kelsey, Google, xAd.

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Keyword bidding strategies: optimizing for calls

The goal for these keywords is to drive leads. Without measuring call leads, you would be missing out on 50% of conversions.

Bring call conversions into your AdWords UI to ensure

you are optimizing for all

conversions.

QUESTION 3:

How can I use call data to optimize my PPC performance?

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Use call attribution to track callers from your website and search engine results page

A search is made from a smartphone.

Call from call extension/call-only ad, or a unique trackable number is displayed automatically on

web pages.COMPLETE ATTRIBUTION

Attribute caller to search engine,

keyword search, PPC ad, & landing

page.

Use call attribution data in other applications.

Optimize spend for what’s driving calls

& sales.

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Call attribution gives insight into the call and caller

MARKETING SOURCEKnow exactly what drove the

call – works for digital, mobile, and offline marketing.

WEBSITE ACTIVITYThe pages on your

website the caller visited before and after calling.

OS & BROWSERThe operating system and browser the caller used to visit your site.

WHO TOOK THE CALLExactly where the caller

was routed.

CALLER INFOGeographic location,

day/time, and caller ID.

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Pass call data into the martech tools you already use

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View all goals in Google Analytics – even calls!

Know which channels drive the most calls. Dig into your data, down to the keyword, landing page, and device. Optimize for more calls the same way you optimize for clicks and

conversions.

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Mobile-targeted ads and keyword bidding

optimizations.

Integrate call data with the martech tools you

already use.

73 billion calls expected from mobile

search in 2018.

To recap why you can’t afford to ignore calls:

How is mobile search impacting customer calls?

How do I drive more callers from search?

How can I use call data to optimize my PPC performance?

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QUESTIONS?