sponsor lunch presentation - generating, measuring and optimizing mobile phone calls from search
DESCRIPTION
As mobile device usage rises, so does the number of phone calls into businesses coming from Search. With the majority of phone call content being a “black box”, how do you know which keywords are converting for your search program? Travis Fairchild, Senior Vice-President of Distribution for Marchex, will discuss how to evaluate consumer intent at the keyword level with the goal of lowering lead generation costs for phone calls. In this session you will learn: - Best practices for call based ads - Spam and misdial prevention - How to optimize phone calls at the keyword level - How to leverage post-call data in your search campaigns Travis Fairchild, Vice President of Media and Distribution, Marchex Travis leads the Marchex search team, publisher network, and overall media buying strategy. Travis also oversees the distribution of customer advertising across the company’s mobile and online partner sites. Travis has managed digital media lead generation for Fortune 100 advertisers in verticals such as insurance, cable and satellite TV, travel and home services for more than 10 years. Prior to Marchex, Travis co-founded the browser based technology company, Echospace, and assisted Internet start-ups to raise angel and institutional capital. Travis holds an MBA from the University of Washington.TRANSCRIPT
Example of pull quote messaging
MarchexKW Attribution for Calls
Travis Fairchild
SVP, Distribution
Marchex is a leading advertising technology company focused on Mobile and Calls.
= CALLS
100K+Customer scale
400M+Annual call connections
30Patents granted & pending
420 / 50%Employees / % in Product &
Engineering roles
$175M+2014 Revenue estimate;
profitable and debt free
MCHXPublicly traded on Nasdaq
3
Components Needed for Keyword Level Attribution for Calls 1
56
What You Will Learn Today
Insights from Processing 1.5+ Billion Phone Calls2
Search Optimization Strategies for Calls3
4
Example of pull quote messaging
“Keyword Call attribution is a black box. I need to understand how to identify mobile conversions so my team can leverage mobile search to drive sales.”
Bridgestone, VP of of Marketing
5
KW Attribution for Calls is a Black Box
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd
6
IVR is the First Call Event to Track
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR
1
7
¾ of all Calls are Customer Service Calls
1
2
“Please Press 1 for Sales.”
“Please press 2 if you are an existing
customer.”
25%
75%
8
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR
1
IVR is the First Call Event to Track
9
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR
1 2
Recording
A Conversation is the Web Site of a Call
10
airport breakfast fitness free parking pool restaurant view wireless0
0.5
1
1.5
2
2.5
Over Indexed for “Fitness” and “View”
Featured Correlated with Reservations for Major Hotel Chains
11
Example of pull quote messaging
“I need to know the outcome of phone calls, but we can’t record the call for legal reasons!”
Starcom Lead for Bank of America
12
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR
1 2
Recording
Recording Outcomes without Recording
13
Tracking a Conversation without a Recording
1465,911 calls from 1,432 accounts in 2013
Conversation Quality Varies by Keyword
15
Example of pull quote messaging
“I work with 20 publishers who serve billions of impressions, I bid on thousands of keywords …. which ones are driving quality calls?”ADT, Director of Marketing
16
Tying Call Events Back to Keyword
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR Dynamic
KWLT
1 2
Recording
3
17
KW 1KW 2KW 3KW 4 KW 5KW 6KW 7 KW 8 KW … KW …KW 1,000
Dynamic KWLT for Tail, CTN for Head
18
New Customer, Quality Conversation
3
Desktop Ad
Landing page
Web site
Checkout
Click
Car Service
Call
Car Service MobileAd Call IVR Dynamic
KWLT
1 2
Recording
3
Quality Call
19
Example of pull quote messagingResults Are Dramatic
20
# of Quality Calls 30 Days Before and After
0
20
40
60
80
100
120
48
28
4 1
98
36
11 13
81 158 = 95%+
Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
21
Homes
ecur
ity
Secur
ity S
yste
ms
Secur
ity C
amer
as
Alarm
Sys
tem
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$440$536
$1184
$1500
$384 $411
$661
$234
$915 $423 = -54%
KW CPA 30 Days Before and After
Generic KW 1 Generic KW 2 Generic KW 3 Generic KW 4
22
Example of pull quote messagingOptimization
23
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am0%
5%
10%
15%
20%
25%
30%
35%
40%
0
100
200
300
400
500
600
Average Hold Time Durations Abandon Rate Sales Rate
Ab
and
on
/Sal
es P
erce
nta
ge
Ho
ld T
ime
in S
eco
nd
s
Abandonment Rate is High in the Evening
24
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Conversions Generated By Hour of DayQ1 2014Sunday Monday Tuesday WednesdayThursday Friday Saturday
02000400060008000
100001200014000
Conversions Generated By Day of WeekQ1 2014
Users are 100% more likely to convert on weekdays
90% of all conversions
happen between 7am and 10pm
Dayparting Trends for Calls
25
Example of pull quote messaging
“I need to favor local agents vs. the national call center based on location of caller, time-of-day, and many other signals!” VP, Allstate Digital Marketing
26
National Avg. CPC
$47.32
State Avg. CPC
$62.17
National Avg. Position
2.3
State Avg. Position
5.4
National Quality Score
8/10
State Quality Score
6/10
State Targeting Can Be Expensive for Mobile
27
“Please Enter Your Zip Code”
National Call Center Local Agents
DynamicIVR Data
Geo-Target the Call from National Campaigns
28
Components Needed for Keyword Level Attribution for Calls 1
• IVR• Recording, Call DNA or Conversion Information• Single CTNs for Head Terms, Dynamic KWLT for
the Tail
Insights from Processing 1.5+ Billion Phone Calls2
• ¾ of all Calls are Customer Service Related• ~ Half of Inbound Calls are “Good”
Search Optimization Strategies for Calls3
• Daypart Weekdays/Weekends, Morning/Evening• Deliver Calls Locally, Target Search Nationally
29
Example of pull quote messaging
MarchexKW Attribution for Calls
Travis Fairchild
SVP, Distribution