Webinar - 6 Keys to Successful Click-to-Call Mobile Marketing
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Transcript of Webinar - 6 Keys to Successful Click-to-Call Mobile Marketing
6 Keys to Successful Click-to-Call Mobile MarketingCarlton van Putten, VP Marketing, ContactPoint
What is Click-to-Call Mobile Marketing?
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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.
Mobile Click-to-Call Examples
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Mobile Search Background
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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
Mobile Search Basics
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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
3 Reasons to Use Mobile Click-to-Call
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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
3 Reasons to Use Mobile Click-to-Call
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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
6 Keys to Mobile Click-to-Call
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I. Mobile Bid Strategy
II. Ad Copy
III. Mobile Landing Page
IV. Call Analytics – (Avoid Wasting Money)
V. Mobile Close Rates
VI. Getting Started
I. Mobile Bid Strategy
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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
I. Mobile Bid Strategy
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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
II. Ad Copy
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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’
II. Ad Copy
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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
II. Ad Copy
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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
III. Mobile Landing Page
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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
II. Mobile Landing Page (Examples)
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IV. Call Analytics
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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?
II. Call Analytics
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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
II. Call Analytics
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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
V. Mobile Calls and Close Rates
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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
V. Mobile Calls and Close Rates
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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%.
V. Calls and Close Rates
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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)
VI. Getting Started
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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’
VI. Getting Started
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5. Click ‘New Extension’
VI. Getting Started
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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)
Call Tracking for Mobile Marketing
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15 Minute Live Demo logmycalls.com/request-demo
Call us at (866) 811-8880
Next Webinar
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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.