Search advertising has been around for 15 plus years, so it’s only natural to feel like you’ve done everything possible to squeeze every last dollar out of your efforts. A/B test, optimize bids, research new keywords, yeah, yeah, yeah. What else can you do?
For many search marketers, there’s no lower hanging fruit than the phone call, especially in industries where consumers usually talk to a sales agent to make a purchase. Think about the fact that calls convert at 10 times the rate of clicks and you’ll begin to get a sense of the potential.
With Invoca’s Voice Marketing Cloud, search marketers have the data and tools they need to drive more calls, increase conversion rates, and improve every aspect of their paid search advertising.
Here are seven steps to driving more revenue from search advertising with Invoca.
Step 1. Get Call Attribution
If your company does significant business over the phone you need call attribution. Knowing which campaigns, keywords, and landing pages are driving conversions – online and offline – is your only hope of increasing ROI.
How do you do it? Invoca integrates with Google Analytics and AdWords so you can see the entire customer journey: from keyword, to click, to call, and finally to sale.
Invoca generates unique tracking phone numbers you can use for your call-only ads and call extensions. You can also populate your website and landing pages with dynamic tracking numbers that capture all the attribution data you need. Using URL parameters, you can track just about anything you want with each call. This includes common UTM and ValueTrack parameters like:
- Match type
- Landing page
With this granular tracking, you can see every dimension of your search advertising that is successfully driving calls.
Step 2. Determine the Value of Your Calls
If you really want to impact the bottom line, you have to see how calls contribute to revenue. With Invoca’s data and voice analytics, you can measure both the quality and outcome of a phone call by tracking if key conditions were met. Commonly tracked conditions include:
- Call duration
- Geographic location
- Demographic data
- Voice signals
You can then set up rules based on these conditions so you can easily report the outcomes of your calls. For example, you can designate a call as “qualified” if it exceeded the minimum call duration, was in the correct geographic boundary, and met the qualifying household income.
You can also use Invoca to track verbal signals that reveal what happens during a call. These signals are often phrases like “credit card” or “appointment confirmation.” You can choose to track whatever phrase makes sense for your business.
Alternatively, you can also track call outcomes by syncing Invoca’s data with your CRM. This way you can see the calls and the respective search campaigns that led to a sale within your CRM.
Now that you know how many calls convert to sales, calculate how much those sales are worth, or use your ACV (average customer value). With the conversion rate and the ACV or sale amount, you have a clear picture of ROI and the dollar value of each call. You can feed this information into your Google Analytics, AdWords, and a bid management platform, giving you a powerful layer of data to use for optimizing. (More on how to optimize below.)
Step 3. Optimize Bids Based on Clicks and Calls
Now that you have closed-loop attribution, it’s time to optimize everything! Start by increasing bids on keywords that are driving your highest converting calls. If you’re using a bid management platform, you can feed Invoca’s call data into it, so you know exactly where to increase and decrease keyword bids for maximum impact.
Step 4. Find Out Which Landing Pages Actually Work
With Invoca, you know exactly how well your landing pages drive online and offline conversions. A/B test landing pages to see which one drives the most sales. Remember more conversions doesn’t always equate to more revenue. 10 phone calls that all convert to sales are worth much more than 1,000 form fills that end up in the trash.
Step 5. Improve Ad Targeting with Call Data
Use data from your calls like geo-location, device type, call time, and RLSA (retargeting lists for search ads) audiences to optimize your bidding and targeting. Modifying bids with these dimensions lets you control who sees your ad, so you serve the right ad to the right person.
For example, if you have a campaign that drives a ton of call conversions on weekdays between 1 and 3 pm you can set bid modifiers so your ads will be sure to show at this time on mobile devices capable of making calls.
Step 6. Follow-up Calls with Relevant Retargeting Ads
Connect Invoca’s data to your retargeting platform or your RLSAs within AdWords. This not only opens up a whole new retargeting audience, but it makes your ads much more relevant. For example, using voice analytics you can retarget a caller with an ad that’s relevant to their specific phone conversation. This could be a targeted ad based on their product interest or even competitor threat. You could even retarget converted callers with an upsell or cross-sell ad.
Step 7. Improve Every Aspect of The Customer Journey
Phone calls provide a wealth of data about your prospects and customers. With Invoca’s Voice Marketing Cloud you can turn phone conversations into actionable data about consumers’ product interests, communication preferences, competitor awareness, questions, buying objections, upsell opportunities, and much more.
With all this qualitative data you can improve your ad and landing page copy, the types of CTAs you use, retargeting ads, and the caller experience. One of the most overlooked areas of optimization is usually the caller experience. With Invoca, search marketers have the tools to easily design a personalized and automated call experience. You can use data like ad campaign, landing page, product interest, geolocation so callers are automatically qualified and routed to the right destination. You can also feed your sales agents with relevant caller information so they can have targeted, personalized conversations.