Archive for ‘Partners’

Marin Software and Boost Media Expand Partnership To Bring Customers Highly Relevant Ad Creative

By August 6th, 2015

Boost Media is excited to partner with Marin Software, the leading cross-channel performance advertising cloud. Through the complementary nature of the two platforms, Marin customers will now be able to leverage Boost Media’s curated marketplace of expert copywriters and testing technology to optimize creative across search, social, and display campaigns. The combination of Boost Media and Marin Software ensures the highest return on search marketing dollars and a scalable best of breed strategy.

Search results pages have become crowded collections of nearly identical ad creatives. Standing out in this crowd matters now more than ever. Consumers want more relevant and targeted communications from the brands they engage with and the current approach with search ad copy fails to deliver.

The biggest opportunity to increase your search campaign performance is through improving your search ad copy. Boost Media is the leading Creative Optimization Platform and works with leading enterprise brands to scale the sourcing, testing, and optimization of search ad copy.

Writing and optimizing ad copy is a challenge for many marketers due to scale, constrained resources, and lack of insight into what drives ROI. Boost Media offers a platform that combines the power of a curated marketplace of human writers and designers combined with a SaaS platform for automated insight and analysis. With the Boost Creative Optimization Suite, organizations can marry the natural creativity of individuals with the automation and efficiency of a cloud-based platform, to generate ad copy at scale.

AdCopy-BoostMedia

Download Boost Media’s Creative Optimization one sheet here to learn more about optimizing your ad creative.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Click here to schedule a free demo of the Creative Optimization platform today.

Marin and Yahoo’s Relationship Gets Serious

By July 23rd, 2015

One of Marin Software’s big value propositions is our cross-publisher capabilities and our robust support for the world’s leading publishers. We work closely with Google, Yahoo, Yahoo Japan, Bing, Baidu, and Yandex to ensure we’re providing the latest features from each one, and that customers can easily see and compare performance across publishers within our platform. As an example, Marin was first to launch support for Yahoo! Gemini earlier this year. Now, we’re excited to announce that we’re taking our relationship to the next level as a Gemini Preferred Partner.

What is a Gemini Preferred Partner?

The Gemini Preferred Partner Program was created to bring advertisers, agencies, and technology partners together to find and develop innovative digital marketing solutions. According to Alex Mrazek, Senior Director, Partner Development, Yahoo, “Through a higher standard of Gemini product integration and client services, this program will drive advertiser performance, scale, and ROI.” Check out Yahoo’s new page for the program: https://advertising.yahoo.com/partners/Partners/Marin-Software/index.htm.

What does this mean for Marin?

Yahoo selected Marin as a launching member of the Gemini Preferred Partner Program, as Marin is an established industry leader and is equipped to offer Gemini advertisers a top of the line solution. As a Gemini Preferred Partner, Marin is committed to delivering the highest standard of technology integration with Yahoo and client services. Customers can count on Marin to provide the latest updates from Gemini, and offer the best in class service that we’re known for to help address any questions or issues.

An example of how Marin helps customers with Gemini is our recent launch of Cloner for Gemini. With Cloner, you can easily copy objects from your Google accounts into Yahoo Gemini, resulting in faster and easier onboarding. For more information on Cloner and other Gemini features, please contact us here: http://www.marinsoftware.com/contact-us.

To learn more about the Gemini Preferred Partner Program, read Yahoo’s blog post on the program’s launch: https://advertising.yahoo.com/Blog/SHOP-FOR-TECH-PARTNERS.html.

The Publisher Spotlight: Reach a diverse and highly qualified audience with Drupal.org

By April 20th, 2015

The Publisher Spotlight is a series in which we’ll be introducing premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, we feature Carrie Lacina, Digital Advertising Manager at the Drupal Association. Drupal is a leading open-source Content Management System, and the Association supports Drupal.org and the Drupal Community. We spoke to Carrie about the unique benefits of Partner Connect and some best practices for communicating the program with a passionate user base.

Drupal.org’s considerable audience is diversified across tech, design, and business

Drupal is an open-source content management platform that powers millions of businesses, websites, and applications. At the heart of Drupal.org is a very engaged and diverse community consisting of hundreds of thousands of members ranging from developers, site builders, project managers, designers, themers, site owners, Drupal business owners, and more!

Drupal.org’s audience is significant. We receive over 2 million uniques and 15 million pageviews monthly. We also have 50,000 registered users (mainly developers) who contribute to the Drupal project. Beyond the core registered users, Drupal.org also has a substantial email and social media following with over 40,000 email subscribers and nearly 130,000 social media followers.

Drupal.org offers a great opportunity for advertisers who are looking to tap into a target audience that is very tech, design, and business savvy. We already work with advertisers across a number of different industries, from companies that are looking to reach a design and business-savvy audience like web development shops; to companies that focus on Drupal-specific services like Drupal training, hosting or recruiting; as well as companies looking to tap into a more technically savvy audience like independent software vendors and development and design tool companies.

Partner Connect creates a non-traditional advertising-based revenue stream

One of our initiatives for 2015 was to develop new advertising-based revenue streams. However, we traditionally haven’t had much advertising on the site so it’s been important for us to take a lot of care with user experience and be very careful about what types of advertising solutions to introduce.

Partner Connect is unique because it allows us to create an advertising revenue stream without having to compromise the user experience on drupal.org with ads. Because it allows advertisers to target audiences beyond just our web site, there’s a lot of benefit for them as well.

How to communicate the finer details of Partner Connect to a passionate user base

Our relationship with our audience is unique in that Drupal is an open-source platform that’s not only used by, but also built and supported by a very engaged community that is passionate about the project. It was important for us to properly communicate Partner Connect and help our users understand exactly what it is and isn’t, especially since it’s such a new concept.

We’ve been very proactive about informing our user base. We released a blog post that went in-depth about the program. During this process we worked closely with Brad Flora (co-founder and former CEO of Perfect Audience), who also used to be a Drupal.org member, to help explain some of the technical aspects and help address any community concerns. For example, Brad helped explain how Partner Connect targeting was anonymous and that no personally identifiable information was being collected or shared. We also communicated this message through our newsletters and social media.

Beyond communication, we took extra precautions from an implementation standpoint as well. While placing the tracking code was easy, we set up safeguards to ensure we were respecting our users’ privacy preferences. For example, we were able to deploy Partner Connect with support for the “Do Not Track” request, so visitors with that feature turned on wouldn’t get cookied.

I think the effort in being transparent has been very helpful because so far the response has been great. People understand the business needs for Partner Connect and have appreciated the steps we’ve been taking to ensure we’re respecting our users’ wishes.

Interested in targeting Drupal.org’s audience? Learn more about audience extension with Partner Connect!

3 Strategies For Making Native Ads Work For Your Business

By March 23rd, 2015

This is a guest post from Edwin Wong, Senior Director, B2B Strategic Research & Insights at Yahoo. 

A new study delves into the native ad opportunity and offers marketers best practices for creating native campaigns with Yahoo Gemini, the first unified marketplace for mobile search and native advertising. With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising. By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands.

Native ads are hot right now and it’s easy to see why. According to our research, more than 60 percent of consumers have a favorable view of native ads.¹ Publishers have caught on to this, with 72 percent currently offering native ads, or planning to within the next several years.² So where does this leave advertisers? In 2015, 79 percent of advertisers plan to buy native ads.³ Yahoo’s new study, The Native Advertising Frontier, digs deeper into this surging format, providing marketers with helpful insights and best practices.

According to the study, the three keys to native advertising success are:

1. Selecting the right platform: Make sure your content is aligned with the purpose, tone and visual style of the site you choose.  Our studies show that an effectively integrated native ad generated three times more attention than a less integrated placement. People spent almost as much time looking at the native ad as they did on the actual articles.4

2. Adding value for users
: If users find the content informative and in line with their interests, they’ll read and share it, even if it is presented by a brand.  This has been proven true on Yahoo Food, where 52 percent of users say promoted advertising content helped them learn more about cooking.5

3. Being transparent
: Native content that is identified as sponsored, clearly branded and includes a distinct call to action performs best.  When native ads are unmistakably denoted as advertising, they set the proper expectations for the user, and ultimately create a better experience. We tested the impact of adding a more prominent logo and stronger call to action to an ad, and saw significant improvements in favorability and purchase intent.  Additionally, 66% of respondents said the native ad with prominent logo represented a great experience. 6

For all of the details, be sure to read the full study, and check out the infographic below.

YahooGeminiInfo

To learn more about how Yahoo can help you drive business results with mobile search and native advertising through Yahoo Gemini, contact Marin.  Thanks to recent enhancements, it’s easier than ever before to create, optimize and track your Yahoo Gemini campaigns with Marin Software.

About the Author

edwinwong 

Edwin Wong is Senior Director, B2B Strategic Research & Insights at Yahoo. 

Sources

1. Yahoo/Ipsos Consumer Perceptions About In-Feed Ads, August, 2013 
2. Native Advertising Report: Native Advertising Perceptions & Trends, Advertiser Perceptions, July 2014 
3. Mixpo “Native Advertising Survey,” September 2014
4. Ad Environments- The Halo Effect, Yahoo & Innerscope, September 2014
5. Yahoo/MillwardBrown Digital Native Content Marketing Advertising Effectiveness Study, April 2014
6. Yahoo/Ipsos CPG Gemini Mobile Native Advertising Effectiveness Study, via Forced Exposure, October 2014

 

Social and Mobile Intertwined in the Advertising Space

By March 13th, 2015

This is a guest post from Florence Broder, Content Manager at AppsFlyer.

As users shift from desktop to mobile, advertisers are serving more ads there. Social networks are being used on mobile more frequently and are creating more mobile advertising programs. At the same time there are social networks arriving late to the game. But what does it all mean for advertisers?

The Trends

During every mega sporting event or award ceremony, viewers flock to their social networks to share reactions and comments with their friends. One of the most tweeted sporting events was the World Cup game with over 30 million tweets. It was single handedly responsible for doubling Twitter’s revenue in Q2 of 2014 and most of that came from mobile.

If that’s not enough to convince you, on average the most time spent on a mobile device is on social and communication apps. And that’s true no matter what the demographic, as you see from the chart below. Users want to be connected to their friends all the time no matter how old they are.

[Click Here to Enlarge]

The Race to Get a Cut of Social

Given the increased time users are spending on social networks with their mobile device you would think that’s where most advertisers are putting their budgets. However, that’s not the case all. In fact, only 1% of all US advertising spend is on mobile platforms, compared to 43% for TV and 29% for print, according the CMO Council. But they too are getting on the bandwagon and will soon be spending nearly $60 billion by 2017 (see chart below from Statista). However, the 2015 Salesforce State of Marketing Report shows that 66% of marketers believe that social is intertwined with their business. It’s safe to assume it’s probably because most users are also accessing social networks on their mobile device.

More and More Social Advertising

And of course that brings us to the social networks themselves. Facebook and Twitter have been in the lead for a while and even have their own mobile measurement partners, completely embracing the nexus of social and mobile.

2014 saw two major social networks, LinkedIn and SnapChat, debut mobile advertising on their app. Unlike Facebook and Twitter where ads appear in user feeds, both LinkedIn and SnapChat ads appear in a user’s inbox. Pinterest is the latest social network to join the mobile bandwagon, announcing a unique partnership with the Apple App Store, allowing users to download apps directly from a pin. App Pins is the latest in Pinterest’s repertoire of rich pins.

Putting it All Together

Social networks will create more and more opportunities for advertisers to serve ads on mobile. I wouldn’t be surprised to see a promoted pin on my Pinterest board or a sponsored ad in my LinkedIn feed. Social networks will not only respond to this demand but the need for better data and measurement. However, as the opportunities increase so does the competition for a piece of social mobile real estate.

About the Author

1537689_10152028777608124_1617972893_oFlorence is the Content Manager at AppsFlyer and has been working in the digital marketing space for over 10 years, in both B2C and B2B. She loves all things social and content-related and is thrilled that she can now work in the mobile analytics field, especially after her initial exposure to the mobile landscape at Conduit.

3 Tips to Test Your Way to Better Ads

By February 23rd, 2015

This is a guest post from Sarah Burns, Content and PR Manager at Boost Media.

As a search marketer, you likely rigorously test email copy and landing pages, but what about your ad copy? Search ads need love too.

Testing search ads can provide marketers with valuable insights and data about how ad creative impacts overall campaign performance. The more you test your ad copy, the more highly optimized your ads will be, resulting in more compelling messaging that speaks directly to your prospective customers’ needs and solves their problems. This leads to higher conversion rates and saves you from writing endless amounts of ad creative that doesn’t resonate with your audience.

From Boost Media’s creative testing data, we’ve compiled these 3 testing tips for you to test your way to better ads with more conversions:

Prioritize Tests Based on High Volume Ad Groups

As paid search campaigns grow, it becomes increasingly challenging to implement and manage creative tests across all groups within an account. To optimize creative efficiently, marketers should prioritize tests to focus on groups with the most potential to shift overall account performance. These groups are characterized by a high share of impressions, clicks or conversions within an account. Prioritizing creative tests for high volume groups has the greatest potential for incremental improvements in overall account performance.

Experiment with Unconventional Calls To Action

With so many advertisers competing for consumers’ attention, the importance of a clear call-to-action that prompts a consumer to purchase cannot be understated. The key is to tightly connect the messaging from the ad copy to the landing page to reinforce that the consumer has landed in the right place.

Crafting the ideal CTA can be challenging given the character limitations and the few seconds available to capture a consumer’s attention. To differentiate your ads from the competition, test different CTAs to see what messaging resonates most with your audience. Here are a few tips to consider when crafting CTAs:

  • Highlight testimonials (“Read our rave reviews!”)
  • Be specific about cost savings (“Lower your costs by…”)
  • Appeal to emotion (“Look and feel great!)

Tailor your CTA based on device and test to see what messaging works. A consumer on a mobile device will likely have a different search intent than a consumer browsing on a desktop.

Reach Statistical Significance and Stop

Determining a winning creative through statistical significance can be a challenging step in testing. Online marketers often end creative tests too early or let them run for too long. Marketers need to understand if the performance difference being registered between two ads is due to chance or is actually significant. To calculate this, many creative testing tools utilize a Student’s T-Test with a user-defined confidence level, which is typically 80-90%.

This test determines the likelihood that the two samples are different, which corresponds to the confidence level. Keep in mind that low-volume groups make it harder to reach higher significance levels, thus it may be beneficial to utilize lower confidence thresholds to take action more quickly.

Conclusion

In paid search, no detail is inconsequential. Testing ad copy is an excellent way to continually refine and improve the quality and relevance of your ads. Click here to view our infographic with additional testing tips.

About the Author

sarahSarah heads up Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston magazine, The Improper Bostonian and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Click here to schedule a free demo of the Creative Optimization platform today.

2 Best Practices for Writing Ads To Drive More Conversions

By January 22nd, 2015

This is a guest post from Sarah Burns, Content and PR Manager at Boost Media.

Though digital marketers are generally swimming in data, it can be tough to come by real-time data that is applicable for creating a brand messaging strategy. The status quo has often failed to deliver bottom-line results while frustrating channel marketing specialists. Now there is a way for marketers to develop an intelligent brand messaging strategy from SEM ad creative testing data.

From Boost Media’s analysis of 1.3 billion SEM ad impressions from 250,000 ads from a variety of large, premium retailers, we’ve developed these two important best practices for writing ads that are proven to resonate with your audience and drive more conversions.

Sell solutions instead of products

Many marketers focus on explaining to customers why their product or brand is better than the competition’s. Marketers, here is a friendly reminder: customers are looking for a solution to a problem rather than a list of product features.

Customers do not care that your throw pillows come in 17 colors instead of 16 like the competition. They want to know that your throw pillows will add style and comfort to their living rooms. If you can show that your throw pillows solve a problem – in this case, creating household ambiance with decor – customers will be more likely to purchase.

Adding on to this point, certain adjectives can make ads perform poorly. Adjectives such as “durable,” “longer,” and “classic” are a few examples that deteriorate the conversion rate. Interestingly, “reliable,” provides strong lifts in CPI (conversions per impression), according to Boost Media data.

But why might such similar words contribute to different bottom-line results?

Simply put, product descriptions tell while benefits sell. An ad for brake pads that mentions the “titanium frame” (product feature) is likely less impactful to a consumer than an ad that mentions “safety” (benefit). With numerous competitors vying for customers’ attention, marketers must quickly and directly convey that their product will solve problems.

Create personalized, one-to-one conversations

There’s no doubt that the online retail space — and the search results pages for most products — are crowded. A search for something as simple as “scented candles” yields more than a dozen options for the consumer to choose from without their even scrolling down the page. How then can an advertiser successfully capture a consumer’s attention?

Boost Media data shows that ad copy centered on the customer that includes words like “you,” “your,” “you’re,” etc. can drive up to a 65% higher CTR (click-through rate). This simple focus on the customer makes an impersonal product seem personal. Moreover, this CTR lift is coupled with a 3% CPI improvement. Including “you” is the online marketing equivalent of using someone’s name in conversation.

Conclusion

These are simple ways to reframe advertising verbiage to quickly and dramatically improve revenue generation. Creating the optimal brand story is no longer a guessing game. Ad creative testing data from your own SEM campaigns can cheaply and easily provide actionable data that indicates how new messaging may perform across other advertising contexts. When you find what works, your research will pay off with increased conversions and successful sales.

About the Author

sarahSarah heads up Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston magazine, The Improper Bostonian and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Click here to schedule a free demo of the Creative Optimization platform today.

4 Best Practices for Utilizing Click-to-Call in Mobile Ad Campaigns

By December 10th, 2014

This is a guest post from Cody Kunning, Director of Search Engine Marketing for Marchex.

Earlier this year, comScore released this data: mobile usage is now surpassing desktop for the first time since the Internet began. That’s a big deal. And it’s an even bigger deal for marketers who are wondering how to drive sales from all these mobile consumers.

When people search for products and services on their phones in Google, they often click what’s known as a “call extension” to call a business. In fact, Google reports consumers click on these extensions more than 40 million times a month. How can marketers optimize their search advertising campaigns to drive more of these clicks and phone calls? Here are four tips for getting started.

1. Use call extensions on campaigns and high volume ad groups.

Add call extensions to every campaign and all high volume ad groups. Only have 1 phone number to track with? Use that same phone number in all every call extension however use Google forwarding number to get a proxy on calls by campaign or ad group breakout.

2. Separate call tracking by Device and Search Engine.

Use a different phone number (or forwarding phone number like mentioned above) to track device type results separate from each other. The large discrepancy in calls from mobile and forms from desktop is likely to make conversion rates skew when calls are not properly associated to the correct device type.

3. Call extensions on desktop are not always free.

Adding a call extension to desktop search is a great way to get a call (at free of charge no less!) from Google. However be careful when adding call extensions to desktop on high volume (core brand) keywords. If too many calls come through (remember calls = no clicks), CTR and Quality score suffers and CPCs will start to rise.

4. Create “calls” to action in your ad copy.

You want people to call and drive higher click-through-rates? Write these two words in your ad: “Call Now.” Variations include “call today” or “book now.” Such directives, as simple and as straightforward as they seem, guide customers and spark desired actions.

Ultimately, consumers respond to a great user experience that is mobile-friendly with a clear call to action and simple messaging.

Now that you have all the tools, what are you waiting for? Go forth and optimize!



About the Author

profile_codyCody Kunning is the Director of Search Engine Marketing for Marchex and has been a search marketing professional since 2006. Recently, he has focused efforts on increasing ROAS on current search programs by dissecting and analyzing traffic by device and conversion type. Mobile search is no longer the future and he has been an early adopter of search strategies to analyze and improve mobile search performance. Prior to Marchex, he held SEM management positions at Microsoft, Cobalt and Local Marketers.

4 Ways to Improve Measurement and Targeting Through Data Onboarding

By December 1st, 2014

This is a guest post from Justin Schuster, VP of Marketing for LiveRamp.

Some of your most valuable marketing data lies within your CRM system, commerce platforms, and other customer databases. Through data onboarding, you can bring this data into your digital marketing applications and media platforms, which enables you reach customers with more relevant messages, justify budget increases, and improve the performance of your campaigns.

Data onboarding is the process of connecting your customer data to digital marketing applications and media platforms. A data onboarding service provider can import your customer data files, anonymize records to protect consumer privacy, and activate your data by distributing audience segments matched to online devices to various marketing applications for use.

Here are four ways you can improve measurement and targeting through data onboarding:

1. Offline Sales Measurement

When you can quantify the impact of your online campaigns on “offline” sales that take place in a store or over the phone, you gain a powerful business case for increasing your budget. Closed-loop analysis can also help you improve the performance of your campaigns by providing you with insight into which keywords have the biggest impact on offline sales.

2. Ad Suppression

Onboarding your customer data helps you to reach the right audience segment with the right message. When you have insight into which online devices represent customers vs. non-customers, you can remove your current customer base from your acquisition campaigns. This increases campaign efficiency and protects your customers from seeing ads with low relevance.

3. CRM Retargeting

Use your customer data files to define target audience segments based on demographics, contract dates, customer lifetime value, and other attributes. These data points can help you refine the timing of your campaign, creative, and bid strategy.

4. Multi-Channel Campaigns

The same audience segment can be onboarded into multiple marketing applications and media platforms. This enables you to generate incremental lift by executing integrated multi-channel campaigns that reach the same audience segment across search, email, display, direct mail, mobile, and other channels.

Download the 15 Minute Guide to Data Onboarding to learn more about the many ways that data onboarding services like LiveRamp can help you take action on anonymized customer data and get even more value from your digital marketing applications.

About the Author

Justin Schuster is VP of Marketing for LiveRamp, a leading provider of data onboarding services and a Marin Software partner. For more information, please visit www.LiveRamp.com.

3 Tips for Optimizing Sales from Call Conversions in Search Advertising

By October 1st, 2014

At Ifbyphone, we know how important call conversions are to search. Thanks to smartphones, search has gone mobile, and is expected to generate more than 70 billion calls to businesses in 2018. What’s more, study after study has confirmed that inbound calls are more lucrative than web conversions, on average converting to revenue 10 to 15 times more frequently. Search marketers can no longer afford to ignore call conversions if they wish to optimize ROI.

Here are three tips on how to track and manage call conversions to optimize the value of your search campaigns.

Track Calls from Keyword through to Sale

Understanding which search keywords drive inbound calls is an important first step to improving ROI. But since your ultimate goal is to drive revenue, you should also track which keyword searches actually result in sales, not just calls. Plus, if you integrate that call data with a bid management tool like Marin, you can optimize campaigns to drive more calls and sales automatically, the same way you do for clicks.

Keep Bad Calls from Reaching Sales Reps

Studies show that 19% of inbound calls are high-quality sales leads, while others are things like job requests, misdials, and solicitations. You don’t want those bad calls to waste your sales staff’s time. Instead, send callers to an IVR virtual receptionist first to answer and qualify the lead. The IVR can ask questions to weed out the misdials and solicitors, provide answers to callers inquiring about non-sales related matters, score the leads, and send the good calls to a sales manager to assist.

Route Callers to the Right Store, Office, or Agent

Where you route callers can play a critical role in whether they convert to a sale. Don’t just treat every call the same way. Here are a few examples of call routing options to consider:

  • If you have multiple store locations, for example, you should route callers to their closest open store.
  • If you have offices in different time zones, be sure that you always route calls to an office that is open.
  • If you have some sales agents who routinely outperform others, they should get a higher percentage of calls.
  • If you have agents who work from home or in the field, you should route calls to their home and mobile phones simultaneously to ensure calls aren’t missed.

It can be tricky to route every call optimally on a call-by-call basis, but call routing solutions with geo-location technology can help.

About the Author

Blair Symes is the demand generation manager at Ifbyphone. Over the past 17 years, he has published numerous articles, white papers, eBooks, and blog posts on a wide range of topics, including B2B marketing, marketing automation, and search marketing.

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