Back to the Future with Pay-Per-Call Marketing. Daryl Colwell Senior Vice

Transcription

1 Back to the Future with Pay-Per-Call Marketing Daryl Colwell Senior Vice

2 About Us Fluent, LLC Industry leader in peoplebased digital marketing and customer acquisition Market to people, not pixels Serves over 500 leading consumer brands and direct marketers Massive first-party data reservoir of over 120 million US consumers About Me: Manage US-based sales team Forged partnerships with several blue-chip advertisers:

3 Evolution of Pay-Per-Call Marketing Avg. American consumer spends 34 hrs/mo browsing Web on a mobile device (Source: Direct Marketing News) By 2018, mobile search will drive 73 billion inbound calls to advertisers (Source: BIA/Kelsey)

4 Overall Benefits Opportunity to create multi-action, multi-channel pay-per-call campaigns Consumer can choose to dial in or fill out a lead form Multi-action campaigns increase performance and provide a better user experience

5 Old vs. New Media: Inbound Calls

6 Old Media TV, Newspapers, Direct Mail, Radio

7 New Media , Display, Social, Desktop Online, Mobile

8 How Old & New Media Converge Offline awareness turns to Online Intent Verticals haven t changed, Consumer touch points have Digital connection leads to human interaction

9 Back to the Future: What Worked Then Works Now

10 Back to the Future: What Worked Then Works Now Yellow Pages Ad on Mobile Device

11 Creative Rules Of the Road

12 This Does Not Drive Results

13 Build Flows That Create User Engagement

14 Adding Lead Forms Increases User Initiated Calls

15 Lead Form With Phone Number 20% of responders will call in 80% of responders will fill out the form

16 Desktop vs. Mobile Responders

17 Case Studies

18 Case Study: Student Loan PPC Campaign

19 Key Findings Mobile Responders Traffic Type 17% 83% Form Fill Phone Call 7% 24% Tablet Mobile Desktop Responders 67% Desktop 33% Form Fill 66% Phone Call

20 Key Findings 12 Call Duration in Minutes Call Duration in Minutes 2 0 Mobile Desktop

21 Ideal Scenario User accesses site from a mobile device Users sees a phone number but cannot click it This increases form fills If user wants to call they must call from a landline High traffic to site, longest lasting & most qualified calls

22 Case Study: Verde Energy Step 1: User visits site on a mobile or desktop device Step 2: Registers with website Step 3: Survey collects1 st party data Step 4: Full page Interstitial and user consent s Content Registration Survey Full Page Ad

23 Case Study: Verde Energy Survey Full Page Ad Step 4: Outbound call placed immediately to consumer Step 5: Data validated and intent confirmed via IVR Step 6: Call transferred to Verde Energy

24 Case Study: Verde Energy Results Increased spend with Fluent by 20X Thousands of qualified calls per month Perpetual optimization performed to continuously find most valuable customers PPC customer acquisition channel becomes largest of all channels for Verde Energy

25 Performance by Traffic Type

26 Click-to-Call Functionality Seems to Decease Performance Search Results: Increased profitability by 50% by driving clicks to landing page vs. clicks on a call extension Increase in the quality of calls

27 Click-to-Call Functionality Seems to Decease Performance Social Results: 35% of calls come directly from Facebook ads Phone number can t be hyperlinked 25% of callers called in on a landline on mobile only campaigns Facebook drives a very highly qualified caller

28 Click-to-Call Functionality Seems to Decease Performance Results: 70% of s opened on mobile device 2x ecpm by not allowing phone number to be hyperlinked by a mobile device Performance increase via increase in callers from creative

29 Benefits to Publishers & Advertisers

30 Publisher Benefits Higher payout than traditional lead gen Small real estate investment for big returns 30-50% call to conversion rates Opportunity to monetize in multiple channels Opportunity to monetize traffic from multiple device types No chargebacks/no end of months scrub

31 Pay Per Call for Publishers: Example

32 How Pay-Per-Call Works for Advertisers 1. Give your media partner phone number you want consumers to call 2. Wait for the phones to start ringing

33 Advertiser Benefits Cost-effective & ROI focused 100% connection rate with interested and engaged consumers Consumers who dial in are further along sales funnel Higher transparency into lead (call) quality

34 Questions?

35 Thank You

36 Contact Us Facebook.com/FluentHQ Twitter.com/Fluent_HQ