Webinar - 6 Keys to Successful Click-to-Call Mobile Marketing

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6 Keys to Successful Click-to-Call Mobile Marketing Carlton van Putten, VP Marketing, ContactPoint

description

This webinar - 6 Keys to Successful Click-to-Call Mobile Marketing presents the best ways to start and optimize a mobile PPC and mobile marketing campaign.

Transcript of Webinar - 6 Keys to Successful Click-to-Call Mobile Marketing

Page 1: Webinar -  6 Keys to Successful Click-to-Call Mobile Marketing

6 Keys to Successful Click-to-Call Mobile MarketingCarlton van Putten, VP Marketing, ContactPoint

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What is Click-to-Call Mobile Marketing?

@logmycalls

A Google ad containing a phone number that can be clicked to make a call

Rather than measuring (and charging you for) clicks, Google measures and charges you for phone calls they generate.

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Mobile Click-to-Call Examples

@logmycalls

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Mobile Search Background

@logmycalls

Mobile search will surpass desktop search in late 2013

- Google, 2012

Only 12% of SMBs have a mobile website or landing page

- Search Engine Watch, 2012

80% of mobile searches have local intent

- Google, 2012

61% of mobile searches result in a phone call

- Google, 2012

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Mobile Search Basics

@logmycalls

Where do people conduct mobile searches? At Home – 93%

• 71% of time they’re watching TV On-The-Go – 87% In a Store – 77% Restaurant – 73%

Implications• Mobile searchers do not conduct research on

their mobile device. They are ready to take action

• They need answers quickly

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3 Reasons to Use Mobile Click-to-Call

@logmycalls

1. Improved CPA CPA can improve by 20% to 30%

- Google, Case Study, 2011 Cost is lower, results are better

2. Higher CTR 6% to 8% higher CTR - Google, 2012 CTR can be even higher if the offer and ad copy

are optimized

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3 Reasons to Use Mobile Click-to-Call

@logmycalls

3. More Phone Calls = Better Leads Phone calls to U.S.-based businesses will double

by the end of 2013 - BIA/Kelsey, 2012

Calls from mobile click-to-call ads are more likely to result in sales than other mobile ads

- Google, 2012

Inbound web leads convert 3% to 6% of the time - MECLabs, 2011

Inbound phone calls are 10 to 15 times more likely to buy than inbound web leads

- ContactPoint, 2012

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6 Keys to Mobile Click-to-Call

@logmycalls

I. Mobile Bid Strategy

II. Ad Copy

III. Mobile Landing Page

IV. Call Analytics – (Avoid Wasting Money)

V. Mobile Close Rates

VI. Getting Started

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I. Mobile Bid Strategy

@logmycalls

Mobile Behavior is Different70% of people use their phone to search for

products in a store - Google, 2011

58% of travelers search within 2 miles of their hotel

- Priceline, 2011

80% of mobile searches have local intent - Google, 2012

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I. Mobile Bid Strategy

@logmycalls

Geo-targeting• Take advantage of location awareness

Device Targeting• Tablets, smartphones, wi-fi and carriers

Separate mobile campaigns• Average mobile CTR increases 11.5%• Budget and bid separately for mobile – 5 ad slots available

on mobile vs. 10 for desktop• Optimize keyword lists, copy,creatives and bids

Day-Parting• Desktop off-hours are mobile on-hours

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II. Ad Copy

@logmycalls

Include phrases like ‘Call Now’ or ‘Call For Special Price’

Google says CTR increases 1% to 3% when call-specific language is used in ad copy

The Offer You don’t have to be a BtoC company to benefit from mobile click-to-call

Companies with a long sales cycle (car dealers) or BtoB firms can still say ‘Call Now for a FREE Demo’ or ‘Call Us Now to Schedule Your Test Drive’

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II. Ad Copy

@logmycalls

Case Study – InterContinental Hotels Group Focused on ad copy

aimed at mobile users

Tactics• Put phone numbers

in ads with phrases like ‘Call to Book Now’ or ‘Call Us Now’

Results• Mobile search revenue

increased 91% YOY

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II. Ad Copy

@logmycalls

Case Study – Esurance Focused on generating calls

from Adwords campaign

Tactics• Used ‘Call now’ and ‘Call

today’ in ad copy. Results

• Conversion rates were higher than mobile ads without ‘Call Now’ language

• Calls were 4 to 5 times more likely to convert than web leads during same period

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III. Mobile Landing Page

@logmycalls

Only 12% of SMBs have mobile landing pages of any kind

– SearchEngineWatch, 2012

If you don’t want to have an entire mobile site—at least use a mobile landing page

Elements of a good mobile landing page• Call-to-action• Simple• Phone Number or Call Now button• A ‘One-Field’ Sign up• Video is great• Concise Content

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II. Mobile Landing Page (Examples)

@logmycalls

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IV. Call Analytics

@logmycalls

Problems with Click-to-Call Google charges you every time a call is started

What about calls that aren’t completed or terminate at the ‘dialer’ screen?

What about lost calls? What about junk calls?

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II. Call Analytics

@logmycalls

Case Study – Holiday Inn Express – Logan, UT Mobile marketing Click-to-

Call campaign using local numbers from LogMyCalls.

Results Google

• 60 calls LogMyCalls

• Only 29 calls completed (48.3%)

• 9 qualified opportunities (15%)

• Total Spend: $332

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II. Call Analytics

@logmycalls

Case Study – Holiday Inn Express – Logan, UT

Google calculates (and charges you for) clicks from original ad

LogMyCalls calculates refined call analytics

Implications• CPL, CPA, CPC is inaccurate without call analytics

• Google CPL - $5.53• Actual CPL - $11.44

• Misinformation about optimization• Don’t know which ad copy, offers, bids really work

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V. Mobile Calls and Close Rates

@logmycalls

Report released in June 2012 Calls to businesses will more than double by the end

of 2013

Businesses will receive 70 billion calls from mobile devices by 2016. Today that number is 20 billion.

64% of SMBs rate inbound phone calls as excellent leads. Only 51% rate inbound web leads as excellent leads.

“Mobile call volumes will so profoundly change local advertising spend that Internet marketing that cannot make the transition won’t even be remembered with the same disdain as the much-maligned print Yellow Pages.” - BIA/Kelsey, 2012

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V. Mobile Calls and Close Rates

@logmycalls

What does this increase in calls mean? It means data from calls will be critical (like data from

web traffic is critical now)

It means tracking close rates and increasing phone close rates is critical

What Do I Mean by ‘Close Rate?’

The % of calls that ended with the action you desire (i.e. booked appointment, close sale, follow-up appointment, etc.)

FYI• Most BtoC companies have close rates between 13% and 21%.

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V. Calls and Close Rates

@logmycalls

Case Study – Gerald’s Tires 6 locations in South Carolina

Tactics• Started tracking close rates

in Jan 2012• Implemented internal

program to increase close rates

Results• Jan. 2012

• 13% close rate• May 2012

• 70% close rate• Increase of 438.5%

Close Rate (by month)

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VI. Getting Started

@logmycalls

1. Sign into your Adwords account2. Select the campaign to which you’d like to add click-to-call 3. Go to the ‘Ad Extensions’ tab3. In the upper left-hand corner, select ‘Call Extensions’

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VI. Getting Started

@logmycalls

5. Click ‘New Extension’

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VI. Getting Started

@logmycalls

6. Enter your LogMyCalls local or toll free phone number and the country where the number is based.

(Note: You can come back at any time edit information)

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Call Tracking for Mobile Marketing

@logmycalls

15 Minute Live Demo logmycalls.com/request-demo

Call us at (866) 811-8880

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Next Webinar

@logmycalls

Thursday, August 2 – 2 PM EDT Title: 3 Lessons Your Business Can Learn From Big Campaigns

Marketing campaigns from companies like Apple or Nike simply don’t fit SMB budgets or needs. How can you recreate their success, but with your budget?

• How to determine what parts of BIG campaigns will work for you• How to learn from BIG campaigns and tweak them to fit your needs• Ways to ‘right size’ your marketing• Tips to get the right results from your marketing without going broke

Britt Raybould, Managing Editor, ReveNewsBritt Raybould is the Managing Editor of ReveNews. ReveNews has served as a trusted, unbiased source for news and analysis related to Internet-related industries since 1998, including online marketing, SEM, affiliate marketing, e-commerce, analytics, blogging and much more.