what you need to know about click to call campaigns by john busby
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - How To Do Click-To-Call In An Enhanced Campaign World - What You Need To Know - #SMX #13C by @JohnMBusby Slide deck from John Busby of Marchex's presentation on trends in mobile usage and what you need to know about local / mobile advertising in today's world of Google Adwords Enhanced Campaigns.TRANSCRIPT
WHAT YOU
NEED TO KNOW
ABOUT
CLICK-TO-CALL
#
John Busby
Marchex
@JohnMBusby
#SMX #13C
October 1, 2013
#
2
5 Fun Facts About
Phone Calls
3
55%
“Online to Offline” is Massive, & Way Bigger Than
E-Commerce
Source: Forrester Research
2011 2012 2013 2014 2015 2016
Online-to-Offline
Pure Offline
Pure Online
of shoppers use
smartphones to
find stores 40%of retail sales are
‘research online,
buy offline’ ($1T)
50% Growth
<10% Growth
327
1,812
1,660
4
For National Campaigns, There Are Four Types of
Calls From Search Ads
Source: Marchex Data 2013
26%
2%
30%
42%Sales Calls
Robocalls & Spam
Misdials
Customer Service
5
Use a Call Tracking Number As Your
Tracking Pixel
22%
Potential new
customer
53%
Existing
customers
25%
Spam &
misdials1-800-GRT-DATA
In mobile, your call tracking should match the sophistication of
your online tracking.
6
Use a Call Tracking Number As Your
Tracking Pixel
25%
Spam &
misdials1-800-GRT-DATA
Time of day
Caller ID
Area code
Frequency
IVR success
Call duration
Ad proximity
7
An Integrated IVR Determines Intent
Sales
Thank you for calling the
Seattle Princess Inn, Seattle’s
Finest Hotel. If you are calling
about a new reservation,
please press 1. If you are
calling about an existing
reservation, please press 2.
Integrated IVR
Existing
Local Office
Directions
Your IVR must be linked to your call analytics data.
8
Mining and Scoring Calls Provides the Richest
Source of Data About Your Customers
Are there two actual humans
talking to one another?
Is the conversion conducted
primarily in English?
Is a customer or a potential
customer calling about a
product or service offered by
the advertiser?
Does the conversation
concern a previous sale,
appointment, arrangement,
or relationship?
Yes
Yes
Yes
No
No
No
No
No Conversation
Non-English
Non-Product or
Service
New Business
1
2
3
Follow-Up 4
Yes
9
But How Do You Make
Local Advertising Work?
10
NATIONAL LOCAL ADVERTISING
National Local advertising campaigns are
executed centrally and targeted locally.
• Funded by national brand with shared accountability from the
local business
• Customization to fit the local taste and geography
• Speak the language of local business – in-store visit or a phone
call… NOT CLICKS OR IMPRESSIONS
11
Three Perspectives On National-Local
Local BusinessNational Brand Consumers
12
The National Perspective:
Source: Marchex (2013)
Competition
2xThe Cost to Drive a Lead
When There is Local
Competition
Who Competes in The Auction For
Branded Searches?
• National Brand
• North Seattle
• South Seattle
• Bellevue
• Kirkland
• Lead Generator
• Affiliate
13
Lead Capture Is Essential
Source: Marchex (2012, 2013)
Multifamily Housing
40% unanswered calls
Automotive
25% unanswered calls
For most local
business categories,
the avg. rate of
unanswered calls is
20%
14
Other Challenges of a Decentralized Approach
EconomicsBrand Consistency
15
The Local Business Perspective
Choice in Marketing Programs
“can be overwhelming”
Avg. Number of Media Channels Used By Local Businesses
0
1
2
3
4
5
6
7
2007 2008 2009 2010 2011 2012
Source: BIA/Kelsey (2012)
16
Customer Acquisition Programs Key
Source: BIA/Kelsey (2012)
Ad Spend Primarily for Acquisition
at 7x more than for Retention
39.80%
43.70%
39.00%
LCM Wave 14 (4Q 2010) LCM Wave 15 (4Q 2011) LCM Wave 16 (3Q 2012)
Local Businesses: Percentage of Business from New Customers
(Last 12 months)
17
The Consumer Perspective
RING RING
62%of consumers call a
business from a local
search, the most over
other outcomes
1
Source: Google (2012)
18
URGENCY IS ANOTHER FACTOR
Sources: Priceline, Marchex
70% - 80% of mobile hotel and car rental bookings are for same-day.
19
MOBILE CONSUMERS ARE
Sources: Marchex (2013)
NEW PROSPECTS
20
Marchex is Mobile Advertising &
Technology Company
=
Patents Granted and
Pending
27Customer
scale
+100K +$130MAnnual Call
Revenue
100MsAnnual Call
ScaleTotal People /
Engineering
400 / 50%
CALLS
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