Steve GriffithsVP Marketing & Product Strategy

Ifbyphone

Kelly WratherSenior Manager of Content Marketing

Kenshoo

webinar

From Click to Call to Conversion:Using Big Data to Optimize PPC

Shaun ParnellSenior Director of Performance Sciences

Sq1

#BigDataPPC

Agenda

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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

Big Data Landscape

The Rise of Big Data

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2.5 exabytesAmount of data

created each day

61%Percentage of marketers who believe that Big Data

represents equal parts opportunity and obstacle

Marketer Challenges and Opportunities

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> 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

Applications for Big Data in Your Marketing

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Consider the channels and devices across whichconsumers 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

Big Data Considerations for Local Search

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> 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

The importance of mobile in big data

It’s A Mobile World

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Source: BIA Kelsey (2013)

25%of total search volume is from mobile devices

Mobile Search Generates Phone Calls

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73 billion inbound sales calls expected in 2018

Source: BIA Kelsey (2013)

$65 billion is spent annually on ads

to generate phone calls

Click-to-Call vs. Web Form

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VS

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

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Source: Google (2013)

61%

41%

70%

8%

More Calls Is Great News for Marketing & Sales

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Calls

Online Form

In-Person

Email

Clicks t

o Map

Paid Leads

0%

20%

40%

60%

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%

Good Excellent Series3

Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.

Every Call Generates a Wealth of Data….

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> 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?

Integrating call tracking and bid management

Call Tracking Software for Marketers & Agencies

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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

How Call Tracking Works for Search Ads

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> 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

Analyze Phone Lead Data with Real-Time Reports

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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

Kenshoo Platform

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Close the loop with Kenshoo Call Conversion Optimization (CCO)

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Move beyond just tracking phone calls to actually optimizing your campaigns based on the keywords that generate the most profitable phone calls

Optimize Calls and Sales from PPC

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> 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

Customer Case Study: Sq1

Situation

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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

Results

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> 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

Key Integration Benefits

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> 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

Tips for Using Big Data to Improve ROI

Utilize geo-targeting to boost local conversions

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Radius targeting + call tracking + call routing using geo-location

Use your big data to cut out waste

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> 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

Leverage cross-device and cross-channel signals

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> Harness the intent and interaction signals fromsearch 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

Optimize for Sales, Not Clicks

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> 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

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

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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!