This was a very interesting session and it presented solutions for several of my clients. Here’s the marketing information about the session:
Search & Phone Calls Pay-per-call keeps getting attention, while others are becoming more savvy of linking ordinary search ads through telephone calls. This session looks at how to tie calls back to search. If you’re not tracking these leads though call center queries or custom 800 numbers, you might not be measuring conversion properly!
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Christer Ljungdahl, Director, Web and Direct Marketing, National Instruments
David Roth, Director of Search Marketing, Carat Fusion
Brian Waldman, Vice President of Marketing & Strategy, Merchant Warehouse
Q&A speakers:
Marc Barach, Chief Marketing Officer, Ingenio
It’s actually possible to tie a telephone number to a keyword and you can measure the profitability of a keyword for a conversion that happens offline using the Pay per Call Technologies studied in this session.
Christer Ljungdahl of National Instruments spoke first about their experience using custom 1-800 telephone numbers; if your already spending on PPC why not get conversion information about the results? Christer said calls represent 73% of their conversions and if you can assign a value to a call you can justify your search marketing campaign.
The product National Instruments uses is called ClickPath and it records every call and gives all the detailed information. ClickPath has been optimized to dynamaically create as many or few telephone numbers as needed and these numbers can stay around as long as the customer wants them to stay around.
Using PSTN network only ClickPath is able to produce "Call Analytics". By being more aggressive with their Pay per Call campaigns they were able to increase conversion rates on their keywords by 300%.
ClickPath has call rotating algos and you can also set up calls to go to a different person on demand.
There are several businesses that could benfit from using ClickPath.