Presenters:

MAKING THE CALL: Call Tracking for PPC

» Amanda West-Bookwalter of Hanapin Marketing

» Angelo Tsakonas of Ifbyphone

Presenters

• Amanda West – Bookwalter– Account Manager– Speaker at SMX East– Speaker at HeroConf– @amanda_westbook

• Angelo Tsakonas– Product Manager– Search Marketing Team Lead– @gelo_us

The Topic

Making The Call

Join the Conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

Live Poll Question #3

Do you provide a phone number in your PPC ads or landing page for people to call?#thinkppc

a) Yesb) Noc) Not yet, but we are planning to

Call Tracking: What Is It?

Social MediaEmail Marketing

SEO and PPC

Content Syndication

Your Website

Tradeshows Webinars

800-555-1111

800- 555-2222

555-3333 555-4444

555-5555 555-7777 555-8888

White Papers

555-6666

Do you Need Call Tracking?

?

What Level of call tracking do You Need?

Lump All Leads/Sales Together To Measure PPC?

1 # for each account 1 # for each campaign or ad group

Keyword level tracking

No strict CPA or ROAS goals, just volume goals

Management is more top level with few in-depth optimizations

Separate lead/sale values or types

Lots of in-depth optimizations

Strict ROAS or CPA Goals

Which Leads Are Most Valuable to Sales?

Integrate Call Extensions

• Set-up click-to-calls for mobile with your tracking # for proper mobile PPC optimizations

• Buy specific static numbers from your vendor to input into your extensions. Assign these to specific ad groups for insight into ad group extension performance. Try only picking the ad groups with the most mobile click-to-call contacts.

Calls Are Very Important in Mobile Search

70% of mobile searchers call a business directly from search results.

61% of mobile searchers say it’s important that businesses give them a phone number to call.

33% of mobile searchers said they would be less likely to refer a brand to others if it didn’t offer an option to call.

Source: Google and Ipsos Research Study, September 2013

PPC and Call Tracking

Understand which PPC keywords, ads, and landing pages generate phone calls

Call Tracking Reports

CRM Integration to Track ROI

Google Universal Analytics

A/B Testing PPC Landing Pages for Call Tracking

> Test which PPC landing page variation generates more phone leads and revenue

Turn Web Conversions into Fast Phone Calls

When a lead fills out your form a call is made to your agents

A lead is 22x more likely to convert if contacted within 5 minutes of filling out a

web form

Get them on the phone fast by triggering a call to your agent and to the lead

Give Your Keywords Full Credit

• Track at the keyword level• Get the raw search query, the keyword matches, the

source, and the keyword type for each call• Count each call as a conversion when measuring

leads, integrate with PPC data for optimizations

Call Tracking Leads

If You Score Web Leads Before Passing to Sales…

Why Not Phone Leads?

Score and Qualify Phone Leads with IVR

InteractiveVoice Response

Enables a caller to interact with an automated menu via telephone keypad or voice recognition.

Marketing drives phone leads.Callers are sent to an IVR to answer qualifying questions.

High-scoring calls connect with sales. Others can go to voicemail.

How to Utilize an IVR

• Allows callers to self-select what type of lead/sale they are

• Gives the phone operator insight into what the caller is calling in about to better assist them

• Shows PPC managers what kind of calls are being generated without listening to every call.

Route Call from PPC to Right Agent Right Away

>> Route to agent’s phones: home, office, cell, softphone, Skype

>> Ring agents simultaneously or sequentially

>> Route to top-performing agents first

>> Route based on your business hours

>> Route by PPC ad campaign

>> Route by product line

Not All Call Tracking Vendors Are Created Equal

Be sure to ask any call tracking vendor if they offer: • Full attribution down to the keyword level• The ability to track SEO as well as PPC• Customizable session times• Negative keyword matching• Real-time reporting• Customizable phone routing options once the call

comes in• Integrations with web analytics, CRM, and bid

management technologies• Support from Google-certified experts

Need Help?

Would you like help with your PPC accounts and management?I’m interested in:o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+ in ad spend).

o Save $250 on Ifbyphone's call tracking! Call Ifbyphone at 877-975-8507 by December 1, 2013 to sign up for our Interact Package and we'll waive the $250 startup fee. Please be sure to mention "PPC Webinar".

o Both: Can’t choose? That’s ok! You can have them both!o None: It’s okay if you’re not interested, we are glad that you

joined us!

Live Q&A Time!

Have more questions?

Thank you for attending our Clinic webinar!

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Tweet us at #thinkppc with your feedback or questions• Or Contact us Directly:

• Webinar Feedback: marketing@hanapinmarketing.com

Thank you for attending our Call Tracking webinar!

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Save $250 on Ifbyphone's call tracking! Call Ifbyphone at 877-975-8507 by December 1, 2013 to sign up for our Interact Package and we'll waive the $250 startup fee. Please be sure to mention "PPC Webinar".

• Tweet us at #thinkppc with your feedback or questions• Or Contact us Directly:

• Hanapin Marketing: marketing@hanapinmarketing.com• Ifbyphone: sgriffiths@ifbyphone.com