cmo series: adopting a mobile first search strategy

CMO SERIES: Adopting a Mobile First Search

Strategy

@Invoca #InvocaSummit

OUR SPEAKERS

Anthony Maroon, Product Strategy Lead

for Mobile Search

Dan Williams, Chief Revenue Officer

Google Confidential and Proprietary Google Confidential and Proprietary

It’s a mobile-first world


With a smartphone in every pocket, it’s easier than ever for consumers to find and call your business

80% smartphone penetration

Proprietary + Confidential

Mobile has changed the gameProprietary + Confidential

Immediacy of action

High expectations

Unscripted decisions

62% of smartphone users are more likely to take

action right away

77% of those who encounter a mobile site that wasn't optimized don’t push through

Mobile users are 20% more likely to make an

impulse purchase


Don’t rely on your mobile site alone



162B calls from mobile search expected

in 2019100B messages sent

daily

Enable customers to engage across multiple channels so you can better assist the sale

Proprietary + ConfidentialPeople connect with brands in different ways

Stat: Smartphone or omni-channel shoppers have 30% higher lifetime value Source: IDC FutureScape: Worldwide Retail 2015 Predictions. November 2014

The on-the-go mobile consumer doesn’t have a single way they prefer to connect with businesses. They will use the channel most convenient for them

in the moment.

Website App Phone Call

In Person Messaging

Text ads App install and

engagement ads

Call Extensions

Local search ads

Messaging extensions

http://www.idc.com/getdoc.jsp?containerId=252327


Calls are growing


2010

2012

2014

2016 2018

Calls to US businesses from mobile search growing from 38B in 2014 to 73B in 2018

73B

BIA/Kelsey, May 2014


People often prefer to call and are increasingly doing so

70%Of people have called

from mobile search results

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Your customers are already calling - make it easier for them

20% of users call after visiting the site

70% of users have called from mobile

search


Real-Life Moments

I-WANT-TO-TALK-TO-A-REAL-PERSON

MOMENTS

Esurance adds mobile click-to-call ads to help consumersengage in whatever ways suit their needs in the moment.

I’ll-GIVE-THEM-A-CALL

MOMENTS

1000Bulbs.com used website call conversions to understand

the full customer journey and increase sales at scale.

Whenever a flight is canceled, Red Roof Inn isthere to serve a traveler’s moment of need.

LOOKS-LIKE-I’M-STAYING-THE-NIGHTMOMENTS


CPA

Conversion Volume

Reduce CPA while increasing conversions

Calls increase performance and profitConversational sales turn your call center into a profit center

27%More mobile sales

200%Greater basket

size

10x CvRon calls vs

mWeb

42%Lower blended

CPA


Pro Tips


Imported Conversions

Connect with consumers who want to speak to someone right away.

Calls from ads

Let consumers do some research before calling you.

Calls from landing page

Type of ConversionsSource of Conversions

Further increase performance through call measurement

Duration Conversions

The simplest of our conversion products will report a conversion for calls that exceed a certain amount of time.

A more advanced version of our measurement solution, this ties your CRM data with call data for conversion accuracy.


Improve your call center experience to drive results

Create a seamless online-

to-offlineexperience

Prioritize your most valuable

callersUse contextual

user signals


Call Context Click-to-Message

Expand your strategy

Ad Creative

Platinum Agent

Google Backend

Keyword

Phone Number

Api Call

Lower Tier Agent

Routing


3 DAY BLINDS

• 38 year old custom window treatment manufacturer and retailer

• Provide design, measurement, support & installation

• Business evolution near completion

MARKETING CHALLENGES

• Higher ticket considered purchase• Not a consumed product • No retail stores• No ecommerce• Not nationwide

70% of all 3 Day Blinds appointments are scheduled over the phone!

Consumers prefer to call to schedule an appointment, vs. using the online scheduler.


• We utilize all call features in our SEM ads: Call Only, Call Extensions, Click to Call.

• We know that appointments booked over the phone through an SEM ad are more valuable than an online scheduled appointment.

THE POWER OF CALL FOCUSED ADVERTISING


TECHNOLOGY POWERING CALL ONLY CAMPAIGNS

50% of all paid search generated appointments come from calls

Handling Search Calls – 3DB Tech/Tool

ecosystem

Google Adwords – All Call features utilized in ads &

full call tracking in UI

Invoca – All keywords tracked

to phone call

Bing – All Call features utilized in

ads

Google Analytics – Invoca integration allows for full call

tracking

Optimizely – Invoca integration allows

for full call tracking – allowing us to

make fully informed decisions

Call Center – 24/7 call center

presence and priority queues for calls from search


REAL-TIME TRACKING + OPTIMIZATION WITH INVOCA

• We track and listen to all calls using Invoca, and disposition them for optimization purposes.

• We can optimize to Device, Geo, Audience custom targets, Creative/Messaging, Product interest, Offer, and more.

TESTING MOBILE CTAS WITH OPTIMIZELY

28

• Testing the Call to Action on the mobile LP:

“Schedule My Free Consultation” vs.

“Check Availability”

• We use Invoca to test in Optimizely

Original Test

CREATING A BETTER CALL EXPERIENCE

29

• All intent driven media channels, like SEM/SEO, Mobile Click to Call & Cost Per Call campaigns route through Priority 1.

• The agent knows the

channel and keyword that drove the call.

• The agent can modify the script to create the best, most relevant customer experience – all in real time.


KEYS TO SUCCESS• Build a winning foundation• Process, Procedure & Culture• Analytics – demand actionable, meaningful data• Attribution – agree to disagree• Consistency and disciplined approach to data and

decision making


Q&A

Anthony Maroon, Product Strategy Lead

for Mobile Search

Dan Williams, Chief Revenue Officer

cmo series: adopting a mobile first search strategy

Marketing