Pay-per-call (PPC) marketing isn t new, but demand for it as a lead generator for
|
|
- Amice Alexander
- 8 years ago
- Views:
Transcription
1
2 2 Introduction: Higher Quality Leads, More Customers, Better Metrics for SMBs Pay-per-call (PPC) marketing isn t new, but demand for it as a lead generator for paying advertisers has accelerated ever since smartphones added click-to-call functionality in 2010, 1 thereby marrying search with mobile devices. According to BIA/Kelsey, $64.6 billion is spent annually across various types of media on local ads from merchants as well as ad agencies, networks and major retailers to generate calls to businesses. 2 Considering that worldwide mobile phone penetration is projected to reach 70% in 2014, with nearly two-fifths (1.75 billion) owning a smartphone, 3 and with the proliferation of mobile phone use for searches, pay-per-call demand is poised to increase. Additionally, call volume to businesses through mobile search is projected to explode from about 30 billion calls per year in 2013 to 73 billion by 2018 (see Figure 1). 4 Calls Driven to Businesses from Search (Figure 1) 80,000 Paid Search Organic Search Mobile Search 70,000 60,000 50,000 40,000 30,000 20,000 10, Go Mobile! Series: Introducing click-to-call phone numbers in local ads on mobile devices, Google Inside AdWords (Jan. 28, 2010) 2 Michael Boland, Phone Calls: The New Ad Currency of the Smartphone Era, BIA/Kelsey (May 2014) 3 Smartphone Users Worldwide Will Total 1.75 Billion in 2014, emarketer (Jan. 16, 2014) 4 Michael Boland, Phone Calls: The New Ad Currency of the Smartphone Era, BIA/Kelsey (May 2014)
3 3 Small and midsize businesses (SMB) have long known the importance of phone leads: 66% of SMB advertisers say a phone call is the single most important lead they can receive up from 61% a few years ago. 5 And about 70% of mobile searchers have used the click-to-call button to reach merchants directly from search results (see Figure 2). 6 Click to call is used frequently by mobile searchers (Figure 2) 70% of mobile searchers have used the call button Frequency of needing to directly call a business from the mobile search result Always Frequently 12% 39% Sometimes Rarely Never 35% 12% 2% Source: Google An effective PPC solution takes a mobile search, analyzes the consumer s needs based on factors such as location and search words or the type of service sought. 7 It then matches them to the most relevant results. It is especially effective for high-value categories where a phone call is necessary to qualify purchase decisions such as insurance (e.g., home, auto, medical), financial services (e.g., mortgage lenders, accountants), home services (e.g., plumbing, locksmith, security systems), and appointment-based professional services (e.g., salons, lawyers, auto repair). 5 Ibid. 6 The Role of Click to Call In the Path to Purchase, Google (September 2013) 7 Call Transfer Services, Soleo
4 4 Consumers call more frequently when they are ready to make a purchase (Figure 3) 31% Call Frequently % who call a business when specifically looking to make a purchase or transaction Frequently (NET): 39% Always Frequently 8% 31% Sometimes Rarely Never 41% 17% 4% Nearly two out of five consumers say they always or frequently call a business when looking to make a purchase Source: Soleo Marketers are willing to pay more for these leads because the callers have high buyer intent. According to a September 2013 Google report, nearly two out of five consumers say they always or frequently call a business when looking to make a purchase or transaction (see Figure 3). 8 As a result, pay-per-call conversion rates average between 10-15% compared to just 2-3% for online conversions. 9 Another reason for pay-per-call s value: metrics. Vendors in this market are providing both local and national businesses with decision-making analytics that they can use to measure ROI and gather insights about incoming calls from prospective leads. This enables businesses to see which marketing campaigns are driving the most traffic and what they could be doing to turn more leads into sales The Role of Click to Call In the Path to Purchase, Google (September 2013) 9 Geno Prussakov, Drew Thorne-Thomsen Pay Per Call and 2014 Opportunities #AMDays, Small Business Trends (March 12, 2014) 10 Stephanie Miles, 6 Call Monetization Platforms for SMBs, Street Fight (March 4, 2014)
5 5 A pay-per-call program also improves ROI by deploying advertising budgets more effectively. For example, if a client has a budget of $100 per lead, they might spread that money around i.e., $20 on SEM/CPM, $20 on an ad in a Yellow Pages directory, $60 elsewhere with the hope that one or more avenues will provide the desired customers. Using pay-per-call, the advertiser bids only what they want to pay for that call, and then pays only when they receive that call. It s a much more targeted approach that doesn t eat into margins. ROI metrics and program analytics are more important than ever, as the share of overall mobile ad revenue attributed to location-based campaigns is expected to grow from 37% ($1.4 billion) in 2012 to 52% ($10.8 billion) in The Consumer Pay-Per-Call Path (Figure 4) SORRY WE RE CLOSED Vendors in this market are giving local and national businesses powerful insights through new forms of analytics. Press 1 to hear more about this business 11 Mike Boland, Location Targeted Mobile Revs to Reach $10.8B by 2017, BIA/Kelsey Local Media Watch (Nov. 19, 2013)
6 6 Not All Ads Are Equal Just as call integrity depends on strong sourcing and data analysis, ad effectiveness relies upon identifying information that will deliver appropriate ads. Instead of valuing quantity over quality and revenue over relevance, an effective pay-per-call strategy needs to be much more targeted. Information about the services being offered by the advertiser, including target location and the time(s) of day the services are provided, will help providers craft relevant campaigns and place ads in the environment that will yield the best results. Matching relevancy to merchants specifications, as well as maintaining transparency around the ad s details, is essential. For example, if a caller is searching for auto insurance, presenting an agency for homeowners insurance or health insurance isn t going to result in a useful connection. Similarly, if a caller is searching for a local plumber, an ad for Home Depot, where they may have plumbing supplies but no plumbers, will not lead to a connection. The most effective pay-per-call campaigns are those where our ad partners share their category terms and identify what type of ad they ll be returning for those categories, says Rob Deming, Vice President of Product Management, Soleo Communications. Ideally, the provider s taxonomy, or ad categorization structure, will include subcategories, which almost equates to a keyword level with SEO that helps identify performance results. Category data can also be used to focus a campaign on categories with a history of high performance or that are underserved, and away from those that may be saturated or have poor results. For instance, an ad partner might want to put windows and blinds treatment in the home improvement category, but data might show it doesn t perform well in that category; rather, the subcategory for windows and blinds might return a If a caller is searching for a local plumber, an ad for Home Depot, where they may have plumbing supplies but no plumbers, will not lead to a connection.
7 7 much higher selection rate. If ad partners share more data, the filters for the search will improve leading to better results. Location data is even more powerful. The latitude and longitude of a caller s intended search can be matched with the radial service area of a merchant, delivering locally relevant ads to callers. For example, a search for a plumber in Brooklyn should not return an ad for a plumber in Queens, even if both services list address of New York, NY. Likewise, callers in rural areas may need a larger search radius than those in a major metro. 8am-7pm Another important piece of information is open hours data, both time of day and day of the week. Any call-based leads program is highly dependent on the merchant answering the phone. For example, if a prospect is looking to reach an auto insurance company at 2pm on a Saturday, that call will not be directed to an office that is closed at that time. As long as advertisers provide accurate location and service information, calls have a high probability of resulting in strong leads. The most effective pay-per-call campaigns are those where our ad partners share their category terms and identify what type of ad they ll be returning for those categories. Rob Deming, Soleo Communications Monitor, Evaluate, Modify One of the chief advantages of pay-per-call is measurability. The resulting data can be analyzed and applied to enhance a campaign in progress. A pay-per-call provider will monitor the performance, review and share reports, and adjust the strategy until each compo-
8 8 nent is in alignment on maximizing revenue. For example: in one category, an advertiser might be the highest bidder, but their ad is not frequently selected; the consumer may go to the second or third option instead. In this case, the provider has the ability to finetune their campaign. Adds Deming, Through our Call Generation Portal, the provider can view past metrics and adjust the categories being served, and for certain calls how it s announced, such as a pre-recorded business name or sales pitch (i.e., Select Joe s Plumbing for 10% off ), and monitor the performance. The types of metrics and analytics providers might employ include: Measuring caller sentiment Analyzing conversations with real customers Tracking leads before and during telephone calls Identifying which ad campaigns are driving the most calls Tying calls to specific marketing campaigns 12 This is where clear communication between ad partners and pay-per-call providers ties in with relevancy to ensure search results include only the most relevant ads for prospective callers. 12 Stephanie Miles, 6 Call Monetization Platforms for SMBs, Street Fight (March 4, 2014)
9 9 Evaluating a Pay-per-Call Provider A PPC provider can provide your business with the foundation for setting up and optimizing pay-per-call campaigns. Understanding how pay-per-call is a driving force in revenue generation and what goes into making an effective campaign is the key to finding the right partner to execute a call campaign. The following five areas are fundamental factors in making a decision: 1. Transparency in Sourcing Data and Calls Ask prospective PPC providers how they source their data and calls, and how they meet a client s target criteria. 13 It s best to select one that works directly with its merchants and ad partners, and not third parties or middlemen; this helps to maintain data integrity, noted Kristen Erickson, Marketing Manager, Soleo Communications. Some ad partners like to control the information rather than share it, or it goes down several chains of command before reaching the end merchant. Such a grapevine causes data to decrease in specificity, context, and accuracy, which lead to a decline in overall data quality, she added. The more a PPC provider knows about its data and where it comes from, the more it will be able to match searches with relevant ads. 2. Data Tools and Analytics Ask a potential pay-per-call provider detailed questions about what measures they employ to ensure lead quality, how they monitor calls, how they determine call chargeability, and what metrics are used to determine whether or not calls are relevant leads. Some of these metrics should include average call duration, originating number, and, at times, the actual content and words used in the phone conversation Calls: The New Clicks, Soleo blog 14 Ibid.
10 10 3. Market Expertise A good pay-per-call partner will know where the best opportunities are for their clients.. Spending on areas that are over-saturated may not yield successful results. Instead, they should focus on categories that have a history of high performance and are underserved, i.e., where there is a high volume of calls, but not many advertisers. 4. Call Volume For merchant-direct relationships, an advertiser should make sure the provider has the volume of calls needed to meet the specific criteria for the merchant s service area. The way the local business fits into the provider system should also make sense for the type of category the advertiser wants to participate in. Sometimes a merchant might have too small of a footprint or budget to be effective in a competitive environment. 5. Matching Campaigns to the Customer Business Goals An effective pay-per-call strategy comes down to how much an advertiser is willing to pay for a call, and that depends on the potential revenue and margin per sale. The cost per call should match the goals of a merchant marketing campaign. This goal might be to drive an increase in sales or to build awareness. If a pizza shop sells pizzas at an average of $10 each, with gross profit of $6 per pizza, it s unlikely it will pay $5 for each call received to increase sales, but they may pay $5 as a part of a short-term campaign to get people to try their pizza. On the other hand, a local low-margin business may be willing to pay a seemingly high rate per call if the conversion rate is high enough, or the business is highly repeated. Likewise, a lawyer charging clients $250 per hour may be willing to pay in excess of $50 per call because for every client gained, the gross margin received is substantially higher. 15 Selecting a pay-per-call partner that can fine-tune and implement a local business s strategy efficiently and effectively is equally essential. Quality and costs vary significantly, but these five points will help to guide the selection. 15 Ibid.
11 11 How Soleo Powers the Best PPC Partners Soleo s Call Generation Platform provides improved search, merchant matching and data for PPC partners, which result in better ROI. Better Search: Knowing useful information about the calling customer their intent, what kind of business they are searching for and their location typically results in calls with a higher chance of conversion. Better Merchant Matching: Soleo built out its category taxonomy and the data around the calls it has to help ad partners return more relevant ads and matches for the consumer. Better Data: Transparency with partners on both ends data collection from advertisers and strategy performance reports ensures more successful results. It s a well-known fact that call durations are longer when there are good ad matches. The Call Generation Platform tracks all of the calls that come in for a specific category and the ads that get placed on those calls. If any of the ad providers are returning ads that do not match the category being searched, ads from that provider will be moved down in priority in favor of playing ads with a higher selection rate. A higher selection rate means that good ads are being played and the caller wants to be connected to the merchant, which means that call duration may increase depending on the category. Figure 5 shows that as the company makes better ad matches, we see the number of calls with higher call duration increase, which is a good indication of a happy caller.
12 12 Ad Relevancy and Duration Relationship (Figure 5) Number of calls Call Duration (seconds) Source: Soleo Overall, the average cost per call for a good lead can vary greatly, depending on the category and the total number of competing ads. Soleo s ad providers have constantly been increasing their ad volumes. Figure 6 shows the largest growth in number of ads for three of its providers over a six month period. These increases were a result of using the metrics and reporting from the Call Generation Platform to improve the performance of subsequent campaigns. These are not the only providers with substantial growth, which allows Soleo to forecast a future of many more relevant ads across all providers.
13 13 Providers with the Greatest Growth in Ad Volume (Figure 6) 1200% Ad Growth (%) 1000% 800% 600% 400% Jan, 2014 Jun, % 0% Ad Partner A Ad Partner B Ad Partner C Source: Soleo Relevant ads and selections go hand in hand. Figure 7 below shows three providers with the greatest increase in selections during the first six months of When comparing these results to the previous graph, there is slightly different growth in selections compared to ad count due to the relevancy of ads. When ads are more relevant to the customer they will be played more, and ultimately selected over irrelevant ads. Providers with the Greatest Growth in Selections (Figure 7) 1600% 1400% Selection Growth (%) 1200% 1000% 800% 600% 400% Jan, 2014 Jun, % 0% Ad Partner A Ad Partner B Ad Partner C Source: Soleo
14 14 Figure 8 shows the ad providers with the greatest revenue growth over the past year. The top ad providers ability to generate more relevant ads has increased selections, which has ultimately caused revenue to grow. Providers with the Greatest Revenue Growth (Figure 8) 400% 350% Revenue Growth (%) 300% 250% 200% 150% 100% Jan, 2014 Jun, % 0% Ad Partner A Ad Partner B Ad Partner C Ad Partner D Source: Soleo
15 15 About Soleo Soleo provides call-based performance marketing products for national and local advertisers throughout the U.S. and around the globe. The company operates a callbased leads exchange that was expressly built with local businesses in mind - it handles billions of calls each year that represent consumer searches for information and services. Soleo sorts and filters the calls that enter the Call Generation Platform and matches the intent of the searcher with the most relevant ads in the ad network. With those matches, the company is able to make useful connections between local merchants and consumers. The company offers a database of over 100 million listings in the U.S. that produce quality phone leads to millions of local advertisers every year. It also publishes reports on a variety of topics including call volumes for various categories, and predictions for which categories will be growing in the immediate future. For additional information, visit Soleo.com or contact: Soleo Communications, Inc WillowBrook Office Park 300 WillowBrook Drive Fairport, NY (585) Soleo Communications, Inc 6301 NW Fifth Way, #5200 Fort Lauderdale, FL salescontacts@soleo.com
16 16 About this Report Pay-per-Call s Role in Improving Marketing ROI was written and produced for Soleo Communications by Street Fight Insights. About Street Fight Insights Street Fight Insights is the research arm of Street Fight, the leading resource for insights into the constantly evolving local marketing landscape. Every day, Street Fight publishes news and commentary on its website and in its newsletter. Hundreds of decision making executives attend Street Fight Summit conferences in New York, San Francisco and Denver. And Street Fight white papers and webinars produced independently or for partners offer deep-dive intelligence into key trends in the industry. Go to streetfightmag.com for more information.
How Businesses are Driving Inbound Phone Leads with Mobile Marketing & Why Call Tracking isn t Enough Sponsored webinar: LogMyCalls
How Businesses are Driving Inbound Phone Leads with Mobile Marketing & Why Call Tracking isn t Enough Sponsored webinar: LogMyCalls Oct. 17, 2013 Introduction & Agenda Welcome, and thank you for joining
More informationSponsored Webinar: Call Analytics for Mobile Marketing: Real Strategies, Real Stories
The Local Media & Advertising Experts Sponsored Webinar: Call Analytics for Mobile Marketing: Real Strategies, Real Stories June 24, 2015 Webinar Agenda & Goals Goal: Explain precise tactics for driving
More informationSponsored by DIAL UP THE POWER OF MOBILE SEARCH. 6 Do s and Don ts To Boost Conversions Using Call Analytics. Call
Sponsored by DIAL UP THE POWER OF MOBILE SEARCH I 6 Do s and Don ts To Boost Conversions Using Call Analytics Call Introduction With 160 million consumers now using smartphones, it s no surprise mobile
More informationRealize Campaign Performance with Call Tracking. One Way Marketing Agencies Prove Their Worth
Realize Campaign Performance with Call Tracking One Way Marketing Agencies Prove Their Worth 73 Billion for 2018 BY THE NUMBERS BY THE NUMBERS Projected calls BY THE NUMBERS Introduction intro Marketing
More informationAnswering the Call for Mobile Attribution
Incoming Lead from Mobile Display Campaign Answering the Call for Mobile Attribution A Guide to Bridging the Online-to-Offline Mobile Gap OK slide to answer Today s consumers use more types of media in
More informationIntegrated Marketing Community
Integrated Marketing Community Mobile and the Phone Channel as Part of Integrated Marketing: New Research on Insurance Chen Zhao Director of Analytics, Marchex Mike Boland Chief Analyst, BIA Kelsey We
More informationDIALOGTECH. The 49% ROI Mistake Marketers Don t Know They re Making WHY CALL ATTRIBUTION IS SO CRITICAL TO MOBILE MARKETING
DIALOGTECH The 49% ROI Mistake Marketers Don t Know They re Making WHY CALL ATTRIBUTION IS SO CRITICAL TO MOBILE MARKETING DIALOGTECH INSIGHTS RESEARCH REPORT The 49% ROI Mistake Marketers Don t Know They
More informationDigital Marketing Services Product Overview
Digital Marketing Services Product Overview What is Digital Marketing? Digital Marketing is the practice of promoting products and services using digital distribution channels, reaching targeted consumers,
More informationLocation-Based Marketing in the Smartphone Era
Location-Based Marketing in the Smartphone Era Mike Boland Chief Analyst & VP, Content BIA/Kelsey 1 About BIA/Kelsey Leading in Local Market Intelligence Industry forecasts, market data, defining the collision
More informationDIGITAL MARKETING SERVICES
DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project
More informationDIGITAL MARKETING SERVICES
DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project
More informationprofitable Google shopping
profitable Google shopping Google Shopping is a constantly evolving medium that can show outstanding results when managed correctly. Your campaigns achieve maximum profitability when we shift your account
More informationWSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI
Don t Leave Your Money on the Table WSI White Paper Prepared by: Ron Adelman Search Marketing Expert, WSI Introduction When was the last time that you looked online for a product or service? What stood
More information{the guide} The Small and Midsize Business Email Marketing Survey 2013
{the guide} The Small and Midsize Business Email Marketing Survey 2013 Introduction Email remains a staple component in the marketing strategies of businesses and organizations of all shapes and sizes.
More informationCapturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape
Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape A Digital Marketing Depot Whitepaper Introduction: The mobile advertising opportunity Smartphone ubiquity
More informationThe Google Guide to Search Advertising. How to make search advertising work for your business
The Google Guide to Search Advertising How to make search advertising work for your business Contents Introduction... 2 Google AdWords: What s In It For You?... 2 5 Steps to Success: Setting Up & Maintaining
More informationResort Brokers. Pay Per Click Solution. Prepared by: Dena Dillon
Resort Brokers Pay Per Click Solution Prepared by: Dena Dillon Executive Summary Purpose of Proposal At your request we have prepared this proposal with the details of an effective pay per click campaign
More informationDIGITAL MARKETING AN INTEGRATED APPROACH
DIGITAL MARKETING AN INTEGRATED APPROACH OCTOBER 2015 Theme Group 2015 themegroup.co.uk WHAT IS DIGITAL MARKETING? The key objective of digital marketing is to promote brands, build preferences and increase
More informationThe Importance of Local Marketing to Multi-Location Automotive Businesses
The Importance of Local Marketing to Multi-Location Automotive Businesses www.placeable.com 855.433.7133 Automotive Consumers & Brands are Increasingly Online, Mobile, and Local Whether purchasing a new
More informationAnalytics Data & PPC Optimization to Achieve Meaningful Results. Using a Network of Tools & a Data-Driven Approach to Optimize PPC Marketing
Analytics Data & PPC Optimization to Achieve Meaningful Results Using a Network of Tools & a Data-Driven Approach to Optimize PPC Marketing Objectives - Purpose Business/Marketing Success About the Presenters
More informationDriving Online Traffic and Measuring Offline Phone Conversions
Driving Online Traffic and Measuring Offline Phone Conversions Executive Summary We are in the midst of an ever-evolving digital world and every aspect of your online efforts must complement and support
More information8 ways to increase conversions with call tracking. twilio.com
8 ways to increase conversions with call tracking twilio.com Call tracking: the next big advertising shift Ten years ago, pay-per-click Internet ads revolutionized the advertising industry. Online, the
More informationCOMPARISON SHOPPING. be seen. COMPARISON SHOPPING GIVES RETAILERS THE ABILITY TO:
DATA SHEET be seen. COMPARISON SHOPPING Whether it s Shopping.com, PriceGrabber or Google Shopping, ChannelAdvisor supports more than 100 individual comparison shopping engines to make your products visible
More informationThe 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide
The 8 Key Metrics That Define Your AdWords Performance A WordStream Guide The 8 Key Metrics That Define Your Adwords Performance WordStream Customer Success As anyone who has ever managed a Google AdWords
More informationGoogle Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By
Google Analytics Guide for BUSINESS OWNERS By David Weichel & Chris Pezzoli Presented By Google Analytics Guide for Ecommerce Business Owners Contents Introduction... 3 Overview of Google Analytics...
More informationFacebook Ads: Local Advertisers. A Guide for. Marketing Research and Intelligence Series. From the Search Engine People. Search Engine People
Facebook Ads: A Guide for Local Advertisers From the Marketing Research and Intelligence Series Ajax, Ontario Canada L1Z 1E2 By: Helen M. Overland Date: October 27 th, 2009 press@searchenginepeople.com
More informationWhy digital marketing?
Why digital marketing? Online marketing isn t a fad, and it s not new. If your business doesn t have an online presence, you are already behind your competitors and missing out on literally millions of
More informationHow. How Online Retailers Can Drive Sales With Call Tracking
How Online Retailers Drive Sales with Call Tracking 1 CONTENTS 1. INTRODUCTION 3 2. FIVE KEY BENEFITS OF CALL TRACKING FOR ONLINE RETAILERS 4 3. MEDIAHAWK IN ACTION 6 4. WHY CHOOSE MEDIAHAWK 8 5. TESTIMONIALS
More informationThe Google Guide to Search Advertising. How to make search advertising work for your business
The Google Guide to Search Advertising How to make search advertising work for your business Contents Introduction... 2 Google AdWords: What s In It For You?... 2 5 Steps to Success: Setting Up & Maintaining
More informationBuild Your Business with Mobile
Build Your Business with Mobile The 4 Essential Steps to Building Your Business with Mobile 2103 MoFuse Inc. 1-800-MOFUSE-8 www.mofuse.com We are addicted to our smartphones. Your customers are more likely
More informationHow To Choose A Search Engine Marketing (SEM) Agency
How To Choose A Search Engine Marketing (SEM) Agency Introduction During the last four years, in both good and bad economies, Search Engine Marketing (SEM) has continued to grow. According to MarketingSherpa
More informationMarchex Summary November 2012
Marchex Summary November 2012 SAFE HARBOR STATEMENT This presentation contains forward-looking statements that involve substantial risks and uncertainties. All statements, other than statements of historical
More informationOUR ADWORDS PROPOSAL. 1 Church Street Epsom KT17 4PF. 01372 210691 info@clickrepublic.co.uk
Passionate About Helping Small Businesses Excel Through Paid Search OUR ADWORDS PROPOSAL 1 Church Street Epsom KT17 4PF 01372 210691 info@clickrepublic.co.uk What We Offer Google AdWords and PPC advertising
More informationWHITE PAPER Closing the Loop on Social Leads. A Hootsuite & 2DiALOG HubSpot White Paper
WHITE PAPER Closing the Loop on Social Leads A Hootsuite & 2DiALOG HubSpot White Paper Closing the Loop on Social Leads A Guide to Measuring Social Media Lead Generation Social media has outgrown its infancy
More informationPay Per Click (PPC) Drive Calls To Your Business
Pay Per Click (PPC) Drive Calls To Your Business Targeting Prospects Target Local Searchers By Keyword -Included Devices: Mobile & Tablet, Desktop & Laptop Target Searchers Google Adwords -Google s Display
More informationPay Per Call: A Multichannel Ad Strategy for Marketers and Agencies of All Sizes
Pay Per Call: A Multichannel Ad Strategy for Marketers and Agencies of All Sizes Overview It s obvious that paid search advertising better known to many as pay-per-click advertising has revolutionized
More informationElevate your Client Relationships by Solving the Channel Marketing Challenge
CONTENT SYNDICATION E-COMMERCE BUSINESS INTEGRATION business integration BUSINESS INTELLIGENCE Elevate your Client Relationships by Solving the Channel Marketing Challenge For Consultants and Agencies
More informationMarketing automation is a buzzword in the marketing world. This chapter
In This Chapter Chapter 1 Introducing the Concepts of Marketing Automation Defining marketing automation Defining the modern buyer Knowing why companies implement marketing automation Starting the conversation
More informationOMNI-CHANNEL MARKETING. Top 9 Questions
OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is
More informationAgency Marketing in a Mobile World:
Agency Marketing in a Mobile World: PROVE AND IMPROVE ROI WITH CALL CALL ATTRIBUTION AND AUTOMATION WHITE PAPER Agency Marketing in a Mobile World 2 INTRODUCTION Mobile s impact on the marketing landscape
More informationRevenue Opportunities
revenue + associates Revenue Opportunities Created by Low Adoption Rates of Modern Sales and Marketing Programs A study of 196 New England B2B companies revenue + associates page 0 Revenue Gap Study The
More informationInfinity Call Tracking
Infinity Call Tracking An introduction from our founder Infinity Tracking is the most advanced call tracking solution in the UK and can track an unlimited number of search keywords. For any company where
More information2015 Call Intelligence Index Research into the role of phone calls in the omni-channel customer journey.
Research into the role of phone calls in the omni-channel customer journey. INTRODUCTION: DIGITAL MEETS PHONE CALLS Nothing beats a voice-to-voice conversation. No other interaction is more personal or
More informationSEPTEMBER 2015 RETAIL ADVERTISING REPORT CARD MAKING THE GRADE IN AN OMNICHANNEL WORLD
SEPTEMBER 2015 RETAIL ADVERTISING REPORT CARD MAKING THE GRADE IN AN OMNICHANNEL WORLD IS YOUR DIGITAL MARKETING MAKING THE GRADE? A 7% These days, everyone is an omnichannel consumer. We shop in stores,
More informationPay Per Click Marketing
WHITE PAPER August 2009 Pay Per Click Marketing Drive Leads and Sales the Cost Efficient Way Introduction Pay Per Click is one of the most cost effective marketing tools available, and can generate instant
More informationIntegrated Search Engine Marketing. Merge your marketing efforts for a commanding online presence
Integrated Search Engine Marketing Merge your marketing efforts for a commanding online presence Table of Contents Introduction...3 Successful Integration...4 Search Engine Optimization...5 Pay Per Click
More informationLocation marketing made easy
Location marketing made easy Learn how to get your products, services and location seen by people shopping locally. 75% of consumers look for local information Local marketing made easy Why is location
More informationTHE SMALL BUSINESS SEO & PPC BLUEPRINT. 6 Quick & Effective Ways For Small Businesses To Improve Search Rankings & Drive Leads
THE SMALL BUSINESS SEO & PPC BLUEPRINT 6 Quick & Effective Ways For Small Businesses To Improve Search Rankings & Drive Leads TABLE OF CONTENTS 3 4 8 12 13 Introduction It Begins With SEO Maximize PPC,
More informationCyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow
Cyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow Overview Cyberica is one of the most experienced software companies specializing in enterprise
More informationCOMPARISON SHOPPING. be seen. COMPARISON SHOPPING GIVES RETAILERS THE ABILITY TO:
DATA SHEET be seen. COMPARISON SHOPPING Whether it s Google Shopping, GetPrice, Nextag or Shopbot.com.au, ChannelAdvisor supports more than 130 individual comparison shopping engines to make your products
More informationHow To Drive Phone Calls To Local Businesses
PHONE CALLS ARE THE NEW CLICK: The True SMB Marketing Opportunity April 2014 Contents Executive Summary... 1 The Age of Smartphones... 3 Local Calls to Action... 6 Calls Calls Calls... 7 SMBs Like It Too...
More informationWHITE PAPER 2012 Online Marketing Trends. 2012 Online Marketing Trends. www.apogeeresults.com. Why Personas?
The online marketing landscape is changing, there s no denying that fact. Those changes, while foreseeable, often come with their own set of questions. How do I implement that? How do we address this issue?
More informationAdvanced Internet Marketing Techniques
Advanced Internet Marketing Techniques Silicon Valley SCORE - 2015 Kevin Dean, Internet Marketing Consultant WSI Net Advantage (510) 687-9737 www.wsinetadvantage.com Maximizing Return on Web Investment
More informationOnce you have clearly defined your ideal client, use these practical applications for your business web presence:
Step #1 Define Your Ideal Client Step #1 Define Your Ideal Client In today s online environment, having just a web site doesn t usually cut it. As a business owner, your ultimate goal should be to build
More informationLEAD GENERATION IN 2013
LEAD GENERATION IN 2013 BEST PRACTICES ACROSS THE DIGITAL MARKETING LANDSCAPE Philippe Taza DIGITAL ANALYST Higher Education Marketing ptaza@higher-education-marketing.com Slide 1 TODAY S PRESENTATION
More informationConnecting small businesses with the substantial search engine consumer audience.
TM Connecting small businesses with the substantial search engine consumer audience. So, you have a great website. How will customers find it? Connecting small businesses with the substantial search engine
More informationAutomated Marketing: Driving SMB Digital Spend
Automated Marketing: Driving SMB Digital Spend Michael Boland Chief Analyst & VP, Content BIA/Kelsey George Leith VP of Sales Vendasta Today s Speakers Mike Boland Chief Analyst & VP, Content BIA/Kelsey
More informationINTERNET MARKETING SERVICES (IMS)
Package Level 1 Initial Client Consultation Content Analysis Organic Search Engine Placement Set Up Analytics Account Assure SEO/SEM Basics Initial Client Consultation SEO goal setting How we identify
More information8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics
8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google
More informationInbound Marketing 101
Inbound Marketing 101 CONTENTS. 1 WHAT IS INBOUND MARKETING? 2 THE PHILOSOPHY: WHY INBOUND WORKS. 3 THE METHODOLOGY: HOW INBOUND WORKS. 4 THE TOOLS: A PLAYBOOK THAT WORKS. 5 ADDITIONAL RESOURCES. 1 What
More informationMarketing Optimization Suite
Marketing Optimization Suite OVERVIEW Anything That Can Be Measured Can Be Optimized Learn more about your online audience, create new revenue opportunities, build your subscriber base and attract new
More informationThe State of Search Engine Marketing 2008
The State of Search Engine Marketing 2008 Survey of Advertisers and Agencies Search Engine Marketing Professional Organization (SEMPO) February, 2009 Complete Results for SEMPO Members Research Project
More informationMARKETER S GUIDE TO. Qualifying, Routing, and Scoring Inbound Calls to Optimize Sales
MARKETER S GUIDE TO Qualifying, Routing, and Scoring Inbound Calls to Optimize Sales Introduction Inbound calls to businesses are skyrocketing, and smartphones are a big reason why. It is now commonplace
More informationPerformance SEM Agency Generates Calls for Clients and Improves Campaign ROI
Performance SEM Agency Generates Calls for Clients and Improves Campaign ROI How imwave, Inc. Drove Additional Revenue and Increased Commissions with Call Performance Marketing Imwave, Inc. is not your
More informationPay Per Click Advertising
Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with a
More informationDIGITAL ADVERTISING (PPC)
DIGITAL ADVERTISING (PPC) Having a great website is essential. However, if you really want to get noticed by customers and search engines alike, you need to pair your website with top-notch marketing services.
More informationPay Per Click. Advertising. 12 Targeting Options Most Businesses Don t Know About. Brought to you by
Pay Per Click Advertising 12 Targeting Options Most Businesses Don t Know About Brought to you by PPC Pay Per Click Advertising...is a form of online marketing that makes use of sponsored search results,
More informationHOW SOCIAL MEDIA IMPACTS SEO? a publication by
HOW SOCIAL MEDIA IMPACTS SEO? a publication by Authors Written by Sarah Bundy, Founder & CEO of All Inclusive Marketing, is an award winning leader in the performance marketing space. Sarah drives the
More informationWhite Paper Series: Social Media
Measuring Social Media How to Determine the Combined Impact of Social Media Engagement 8136 Old Keene Mill Road, Suite A-207, Springfield, Virginia 22152 / 703.451.8675 Social Media Engagement Online Goals
More informationDigital Marketing for Small Businesses (SMB s) Myths and Must-Do s
Digital Marketing for Small Businesses (SMB s) Myths and Must-Do s We Deliver the Right Message, to the Right Audience, at the Right Moment, on the Right Device. 39 Active clients 48 Brands and Retailers
More informationHow to Establish a Successful Web Presence for Your Business
How to Establish a Successful Web Presence for Your Business How to Establish a Successful Web Presence for Your Business 2 Establishing an online component to your business is essential for any business
More informationVero Beach, FL increase their web presence and shop traffic October 2012 through June 2014
Perfection is a multi-location shop in Vero Beach, FL, with one location specializing in auto body (Perfection Paint & Body) and another in general repair (Perfection Auto Service). They came to Autoshop
More informationThe 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide
The 20-Minute PPC Work Week Making the Most of Your PPC Account in Minimal Time A WordStream Guide The 20-Minute PPC Work Week WordStream Customer Success Making the Most of Your PPC Account in Minimal
More informationWhat Is Pay Per Click Advertising?
PPC Management can be very confusing and daunting for newcomers to the field. Money is on the line and it s a very competitive arena where lots of people are trying to capitalize on the same keywords for
More informationCA Community College Public Relations Organization The Evolution of Digital Marketing
CA Community College Public Relations Organization The Evolution of Digital Marketing Brian Kroll / VP West & Strategic Accounts / bkroll@adtaxinetworks.com Agenda The Changing Digital Landscape The Importance
More informationSocial Media s Impact on Today s Business Interactions
Social Media s Impact on Today s Business Interactions Emily Buratowski Under the Direction of John F. Tanner Jr. Ph.D. Executive Director, Baylor Business Collaboratory Abstract The use of social media
More informationSEO for Profit. A Wordtracker Masterclass in search engine optimization. Mark Nunney
SEO for Profit A Wordtracker Masterclass in search engine optimization Mark Nunney Contents Book Introduction Part One: Search engines and SEO 4 Introduction 5 Chapter 1: Search engines 7 Chapter 2: What
More informationImpact of Social Media Marketing on SME Business Author:
Impact of Social Media Marketing on SME Business Author: Rahul Jain, Director Digital Marketing & Chief Strategist, InnoServ Digital, InnoServ Solutions Pvt. Ltd. ABSTRACT With the growth of Internet and
More informationAttract traffic to your website. Convert traffic into leads. Convert leads into customers
The 4 Step Guideline To Online Marketing Success Intermediate Understanding and Winning with Online Marketing is as Simple as Understanding the Following Four Areas Attract traffic to your website Convert
More informationMarketing Solutions for Business Technology Providers
Dealer Marketing Solutions! Marketing Solutions for Business Technology Providers Evolved Office provides marketing services with ready-to-go content specifically designed for business technology providers,
More informationHow to Dominate Your Local Market Online Now
How to Dominate Your Local Market Online Now Get Leads Contacting You For Your Products And Services Quickly and Accurately Like A Gunslinger with Local PPC Who Jesse Anema? I am the owner and founder
More informationBuyer s Guide & Workbook
SEO SOFTWARE PLATFORM Buyer s Guide & Workbook Data-Driven Insights, Monitoring and Reporting for SEO + Social + Content SEO Software Platform: Buyer s Guide & Workbook Digital marketing professionals
More informationConsumer Engagement Index
Consumer Engagement Index Volume 1 Issue 1 Spring 2014 The Vantage Media Consumer Engagement Index Content and media are being consumed on different devices at a growing rate, while consumers want better
More informationBY CALIN YABLONSKI WWW.INBOUNDINTERACTIVE.CA
5 CRITICAL COMPONENTS OF AN ONLINE LEAD GENERATION CAMPAIGN BY CALIN YABLONSKI WWW.INBOUNDINTERACTIVE.CA TABLE OF CONTENTS About the Author 3 Introduction 4 Who is this ebook for? 5 1. Local SEO: Gaining
More informationThe. biddible. Guide to AdWords at Christmas
The biddible. Guide to AdWords at Christmas CONTENTS. Page 2 Important Dates Page 3 & 4 Search Campaigns Page 5 Shopping Campaigns Page 6 Display Campaigns Page 7 & 8 Remarketing Campaigns Page 9 About
More informationBest Practices of Mobile Marketing
Best Practices of Mobile Marketing With the advent of iphone, Android phones, and tablets, adoption of the mobile is contagious, and will continue in the coming years as well. The market penetration of
More informationRestaurant Equipment Industry
Restaurant Equipment Industry 1 Problem The Client: This Restaurant Equipment Industry Company is a businessto-business supplier of top quality restaurant appliances and supplies. They are a prominent
More informationTECHSOUP CANADA WEBINAR
TECHSOUP CANADA WEBINAR GOOGLE GRANTS Charles Dieu cdieu@connectad.ca (647) 992-6188 Simon Choy schoy@connectad.ca (647) 547-4187 Agenda Basic (~20m) What are Pay-Per-Click Ads How do they work PPC industry
More informationSOCIAL MEDIA MARKETING TRAINING PROGRAMME E BOOK #8 SEO
SOCIAL MEDIA MARKETING TRAINING PROGRAMME E BOOK #8 SEO WHAT IS SEARCH ENGINE OPTIMIZATION? When you type a word into a search engine like Google, it can show you a great many websites that contain the
More informationProfessional Web Development Services
Professional Web Development Services Web Design E-commerce Development SEO & Marketing Website Management SAE Business Ltd - Professional web development services - Tel: 00357 25317445 - Email: info@sae-business.com
More informationGoogle AdWords Remarketing
Google AdWords Remarketing AdWords remarketing is not only great for driving visitors back to your website to convert but is also great at improving your branding which in effect increases conversion and
More informationInternet Marketing for Local Businesses Online
Dear Business Owner, I know you get calls from all sorts of media outlets and organizations looking to get a piece of your advertising budget. Today I am not pitching you anything. I would just like to
More informationHow To Get Instant Traffic Online With A Pay Per Click Advertising Campaign (Ppc)
Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with a
More informationHow To Teach Your Dealership To Be Successful Online
A fully interactive online university to train your entire team on the most cutting edge web strategies WE TEACH ROI & DELIVER PROFITABILITY. SOCIAL MEDIA SEO LEAD MANAGEMENT PPC INTERNET PHONE SCRIPTS
More informationGoogle AdWords. Pay Per Click Advertising
Pay Per Click Advertising Definition: is a PPC (Pay Per Click) advertising solution How it works: - The ad should go straight to the landing Page with the relevant offer. Google check all offers are legitimate
More informationLEAD NURTURING. Master s Series Lead Nurturing Basics. Marketing Qualified. Engaged. Sales Accepted. Sales Qualified. Anonymous. Closed. Lead.
Master s Series Nurturing Basics Engaged Marketing Qualified Sales Accepted Anonymous Sales Qualified s Closed Nurturing Campaigns L E A D N U R T U R I N G The Net-Results Master s Series started as an
More informationKIA MARKETING DIGITAL ADVERTISING (PPC)
KIA MARKETING TM DIGITAL ADVERTISING (PPC) Having a great site is essential. But if you really want to get noticed by customers and search engines alike, you re going to want to pair your site with top-notch
More informationTurning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing
Turning Leads Into Quality Sales by Aligning Sales & Marketing Presented by NuSpark Marketing Sales & Marketing Fight Bicker, Bicker Let s Unite Less Lead Loss! Better Conversion Rates! Align Your Organization
More informationWhy email marketing. 7 reasons why email marketing will help your business grow
Why email marketing 7 reasons why email marketing will help your business grow WHY EMAIL MARKETING: 7 REASONS WHY USING EMAIL MARKETING CAN HELP YOUR BUSINESS GROW 1 Table of contents Introduction 3 has
More informationHow To Advertise With A 2Nd Tier Ppc Search Engine
Pay-Per-Click Search Engine 800.577.1165 7Search.com 1 Table of Contents Page 3... Synopsis: 2nd-Tier Offers Greater ROI Pages 3-4...... The Internet as an Advertising Medium Pages 4-5..... PPC Advertising
More information