@clickzlive | #CZLSF
For a better customer experience and SEM performance.
Bridging the Online and Offline Attribution Gap
Sr. Product Marketer Manager
@LaurenIshimaru
Lauren Ishimaru
#CZLSF@Invoca @ClickZLive
OR
Allstate can call you. You can call Allstate.
#CZLSF@Invoca @ClickZLive
Insurance Type?Coverages?Limits?Deductibles?Discounts?
#CZLSF@Invoca @ClickZLive
They are trusted advisors in the community.
#CZLSF@Invoca @ClickZLive
Their community is huge.
#CZLSF@Invoca @ClickZLive
The Challenge:
How to create the best local experience for each customer that moves from online to over the phone?
#BridgingTheGap
@Finhasj #SMX
#CZLSF@Invoca @ClickZLive
Start with data.
#CZLSF@Invoca @ClickZLive
#CZLSF@Invoca @ClickZLive
• Revised SEM campaigns and 1000’s of phone lines to be local agent focused.
• Made campaign management and QA at the local level easy.
• Clear reporting of clicks and calls being delivered to each local agency.
1.) Streamline campaigns to be local agent focused.
#CZLSF@Invoca @ClickZLive
2.) Collect session level data per call.
• Was collecting campaign level data per caller.
• By using dynamic number insertion technology, able to capture session level data.
• Provided more granular data about each caller.
#CZLSF@Invoca @ClickZLive
3.) Integrate call data with click data.
• Integrated call data with click data in DoubleClick Search.
• Analyzed calls to understand the key attributes of successful ones.
• Use combined click and call data to improve keyword bidding and targeting.
#CZLSF@Invoca @ClickZLive
4.) Customize the caller experience.
• Shorten caller menu for paid search callers.
• Route callers to nearest local agent.
• Route to right language menu based on location.
#CZLSF@Invoca @ClickZLive
5.) Keep agents focused on real customers.
• Agents were being distracted by fraudulent calls.
• Used Invoca’s Call Confidence Technology to block fraudulent calls.
• Saved time, money, and energy.
#CZLSF@Invoca @ClickZLive
Results:• 16% increase in calls
year over year.
• More than 50% decrease in abandoned calls.
• Overall campaign Cost Per Acquisition decreased by 7%.
@Finhasj #CZLSF@Invoca @ClickZLive
Tactical Takeaways: Bridging the Online and Offline Attribution Gap.
Getting Started
#CZLSF@Invoca @ClickZLive
1.) Focus on the right keywords to drive calls.
#CZLSF@Invoca @ClickZLive
2.) Use call extensions or call only ads.
#CZLSF@Invoca @ClickZLive
3.) Use click to call buttons on mobile LPs.
#CZLSF@Invoca @ClickZLive
4.) A/B test call buttons and mobile LPs.
#CZLSF@Invoca @ClickZLive
5.) Listen to calls to measure call quality.
“Enterprise call analytics”
“Cell phone tracking”
#CZLSF@Invoca @ClickZLive
Getting Started- Tactical Takeaways Recap.
1. Focus on the right keywords.
2. Use call extensions or call only ads.
3. Use click to call on mobile LPs.
4. A/B test call buttons & mobile LPs.
5. Listen to calls to measure quality.
#CZLSF@Invoca @ClickZLive
#CZLSF@Invoca @ClickZLive
QA
Sr. Product Marketing Manager
@LaurenIshimaru
Lauren Ishimaru