Bridging the Paid Search Gap

Bridging the Paid Search GapWEBINAR:

April 2, 2014

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=oTWv5gJXw2XO4M&tbnid=DyAheib88yH6hM:&ved=0CAUQjRw&url=https://www.kpcb.com/news/twitter-reaches-200-million-tweets-per-day&ei=R9g1U9DHJq62sAT82IGQBg&bvm=bv.63808443,d.dmQ&psig=AFQjCNH75OZxbrLAmPMvSYKlqwXN2Qi8_Q&ust=1396124062332881

2© 2014 BIA/Kelsey. All Rights Reserved.@Invoca #PaidSearchGap

Overview

Introductions

The Paid Search Landscape

The Business of Calls

The Problem of Call Attribution

The Solution – Inbound Call Tracking

And now, speaker introductions

We’ll be tweeting during the webinar - join the discussion and send us questions!

@Invoca #PaidSearchGap




Introductions The Paid Search Landscape






Meet the Panelists

ABID CHAUDHRYSenior Director of Industry Strategy & Insight, BIA/Kelsey

Expert on local media and advertising

Worked with small businesses and publishers to create new, innovative ways to advertise and market local products and services online

Held various roles within local media companies, focusing on product management, marketing and strategy

Managed both $100M+ product portfolios and fledgling startup businesses



Meet the Panelists (continued)

ERIC HOLMEN

CMO, Invoca

20+ years experience in SaaS Digital Marketing

Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply

Multiple patent holder for marketing processes and innovations



Meet the Panelists (continued)

JANELLE LAGUETTE

Digital Marketing & eCommerce Consultant

Digital Marketing & eCommerce Consultant

10+ years in Digital Marketing

Former Director of Search & Strategic Marketing at Citrix

Member Google Tech Council



About BIA/Kelsey

Information on the Market Industry and Market Forecasts, SMB

Research, Consumer Studies, Market Data

Information on the Competition Competitive Intelligence

Innovation & Best Practices Reports, Advisory, Conferences

Insights & Analysis Concierge Service, Advisory & Custom

Research

Funding Investment Banking & Mezzanine Funding

Delivering Services That Drive Growth & Revenue

RESULT

Accelerating our clients’ business growth & financial bottom line



About Invoca

Integrated & Partnered with Leading Technology Solutions, Including:

Hundreds of Customers, Including:

Invoca is the Leader in Inbound Call Intelligence Helping marketers connect the dots between online and offline activity, so they can make more informed decisions and better optimize their marketing spend



Introductions

The Paid Search Landscape The Business of Calls





Mobile Searchers Mean Business



DESKTOP

MOBILE

Projected Search Growth for 2014

+84%

-2.4%



Source: Google Adwords, Sept. 2013

Purchase Immediacy Key in Mobile Search

55%

70% of mobile searchers report they click to

Among purchase related conversions that result from mobile search,

happen within an hour of the initial search

call directly from the mobile search results page on their device



Introductions


The Business of Calls The Problem of Call Attribution




Inbound Phone Calls Significantly More Valuable Than Clicks

Calls convert at a much higher rate than clicks and at a higher average order value

1-2% of clicks convert to customers

30-50% of calls convert to customers

Education

Home services

Insurance

Financial Svcs

$100+

$5-$10

$50-100

$3-$5

$50-75

$2-$4

$30-50

$1-$3

Source: Google, 2012; Invoca, 2013

What Advertisers Are Willing To Pay For CALLS vs. CLICKS



Introductions



The Problem of Call Attribution The Solution – Inbound Call Tracking



Customers Are Calling. How Does Marketing Measure Them?

How do you know which keywords, media & purchase paths are delivering the best inbound phone calls?

How would you know a qualified phone call from an unqualified one?

Can you differentiate between customers needing support & buyers looking for information as a call is coming in?



A Marketer’s Current Toolset

$300 Billion +online/offline ad spend driving

30 Billion +inbound sales calls toFortune 5000 advertisersand SMBs

Bid Management Tag ManagementGoogle AdWordsAnalyticsMarketing AutomationCRM

Track ONLINEEfforts



Frequently

Occassionally

Rarely

No

Not sure

0% 10% 20% 30% 40% 50%

46.3%

28.3%

12.3%

10.6%

2.5%

Track Sources of Business Leads

Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 494



Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568

Quality Assessment of Lead Sources

Calls Online Form SEM0%

20%

40%

60%

80%

100%

33.6%41.8%

64.3%

38.4%

38.7%

22.5%

28.0%19.5%

13.2%

Poor/Fair/NA Good Excellent

Excellent

Good

Fair/Poor/NA



1 in 5 Calls is High Quality. Advertisers Need to Know Which Ones.

% of calls from search for a typical business

21%

52%

8%

19%

Accidental Call

Short Sales Call

Call with basic information

request

InvocaClients Have

Similar Patterns

Call with Basic Information Request High-Quality

Sales Call By a New Lead

Source: BIA/Kelsey 2012



Introductions







Call Tracking & Analytics

Programmatic Marketing Automation

Integrations & Synchronizations

Expanded Channel Distribution: Get More

Four Key Components:



Knowing precisely where calls come from – which exact keyword, ad, channel, and content – and knowing who the buyer is in their purchase path.

More than call tracking – marketing analytics.

ATTRIBUTION: Call Tracking & Analytics

Four Components of Value



Optimizing to Death… Literally

AFTER INBOUND CALL INTELLIGENCE Revisited old pruned keywords Found some where MORE valuable

because they were generating inbound calls, but disappearing from search

Returned an immediate pipeline to sales

BEFORE INBOUND CALL INTELLIGENCE Tracking tens of thousands of keywords

and long-tail keywords, with phone number in ad

‘Pruning’ keywords when they don’t perform

Largest tech company in their category: heavy Salesforce.com users



How It Works: Pre-Call

Buyer searches a keyword.Google search ad appears with a unique Invoca number populated directly into the ad.

Call

Invoca inbound calls 888-675-2007 1

2

3



Once a call starts heading into the funnel over Invoca, we derive and apply data, run data-dips, score the call, and determine optimal routing rules.

After the call, we run re-targeting online based on the call disposition – true multi-channel real-time automation.

INTELLIGENCE: Programmatic Marketing Automation




Who Gets the Call?

AFTER INBOUND CALL INTELLIGENCE Callers are filtered for quality and intent Calls are handled differently depending

on hours, geographical location, user profile

Best callers speak to sales, faster

BEFORE INBOUND CALL INTELLIGENCE All calls transferred to main switchboard Delays while caller listens to menu options Unqualified callers waste time of sales team

Real-time filtering & routing to match the right callers with the right recipients



Integrated natively, off-the-shelf APIs, and custom APIs, Invoca delivers two-way integrations with the widest set of marketing automation, CRM, and marketing technology partners to complete our customers true multi-channel marketing.

INTEGRATIONS: CRM, MA & Analytics




How It Works: In-call

Real-time scoring integration and routing inbound calls

Scoring Detailed Data Additional

Qualification

Salesforce Marketo Eloqua Tealium Ensighten Marketing Tech

Sync Integrations With:

Routing to the Right Destination

mill

isec

onds

for

the

com

plet

e te

ch p

roce

ss

Marketer has visibility into the entire process to make informed decisions how best to optimize their marketing/advertising spend to drive more, better inbound calls.

How It Works: Post-call



Beyond Keyword Tracking…

Completely optimize your Marketing Automation with custom parameters to follow your users across their entire journey



Over 60,000 publishers already on the platform creating quality inbound calls for advertisers.

We connect the advertiser to the distribution partners.

EXPANSION: Channel Distribution




Inbound Call Revenue Calculator

???



Inbound Call Revenue Calculator



How much potential value from inbound calls are you missing?

Visit www.invoca.com to request a demo or call (877) 503-2439.

Your Turn to Try

Invoca Inbound Call Revenue Calculator:

http://www.invoca.com/paid-search-gap

http://www.invoca.com/



Engaging Going Forward

Upcoming Research & ActivitiesU.S. Local Media Forecast (2014-2018)

Comprehensive, 5-year view of the local media landscape

LEADING IN LOCAL: The National Impact - Atlanta | May 7-9 Examine the latest innovations and digital strategies for targeting local markets

and customers

Save $200 on registration with code: SEARCH

GROUNDBREAKING EVENT FOCUSED ON National Brands.

Local Marketing.

Visit www.biakelsey.com to view recent research, reports and upcoming conferences or call (800) 331-5086.



How much potential value from inbound calls are you missing?

Visit www.invoca.com to request a demo or call (877) 503-2439.

Q&A

Invoca Inbound Call Revenue Calculator:

http://www.invoca.com/paid-search-gap

http://www.invoca.com/


THANK YOUAbid ChaudhrySr. Director, Industry Strategy & Insight

BIA/Kelsey

[email protected]

Eric HolmenCMO

Invoca

[email protected]

Janelle LaguetteDigital Marketing & eCommerce Consultant

[email protected]
