8 Call-Related Strategies to Optimize Paid Search ROI

By Andrew Sheridan
1. Don’t run call-only ads when you aren’t open or staffed to answer calls.
Call-only ads can be effective at driving phone leads since they enable people ready to call to call your business right from the search ad. But those conversions could be wasted if you are running the ads when business locations aren’t open or staffed to answer them. So pause those ads during those times.

This may also be true for other search ad campaigns where a high percentage of conversions are inbound calls. You may want to pause them during nights or weekends when no one is there to answer.

2. Understand how your paid search campaigns drive qualified callers to each location.
Analyze your call data to further understand which campaigns, ads, and keywords are driving the most calls to each location and when. Analyze call data alongside web data to understand what is and isn’t working.

3. Optimize spend for the ads and keywords driving the most high-quality calls at the lowest costs.
Stop spending your ad budget on pricey keywords that don’t turn into customers and revenue. Optimize bid and targeting strategies to drive more calls to each location.

4. Route each caller to the best agent or location right away to convert them to customers.
Connecting callers in conversation with the best agent or location is an important part of converting leads to customers. Don’t make your callers wait on hold or get bounced around from agent to agent — each delay makes them more likely to hang up. Instead, you can set up rules to route callers down the ideal path based on data specific to each call and caller.

By routing callers based on time of day, the marketing source that drove the calls, if they are a new or repeat caller, or whichever strategy makes the most sense for your business, you can connect your callers with the person or location best suited to their needs. It will help your business convert more callers to customers, and that will help increase your paid search ROI.

5. Analyze conversations for unanswered rates, caller buying intent, agent performance, and call outcome.
With AI-driven conversation analytics, it’s easy to find the calls that convert to revenue and uncover the reasons why. For example, are your best-converting calls coming from a specific channel, ad, or keyword? Are your agents using specific words or phrasing on the calls that convert? Conversely, you can find any calls that didn’t convert or were poor lead quality and isolate the ineffective campaign or locations/agents.

6. Follow up with good callers who leave voicemail messages right away.
Like any inbound lead, the faster you respond the more likely they will convert to revenue. Harnessing the power of AI and conversation analytics, you can analyze voicemail transcriptions and prioritize follow-up for the callers most likely to convert.

7. Retarget good callers who didn’t convert with tailored, relevant digital ad campaigns.
Call analytics allows you to capture a wide range of data around the marketing source of the call, the caller’s phone number, what they’re looking to purchase, their purchasing intent, if they converted, and much more. This rich data can be used to retarget unconverted callers with personalized ads, making it more likely they will convert in the future.

8. Target lookalike audiences resembling callers who converted to customers.
Get your ads in front of new audiences that resemble audiences that converted by calling from specific ad campaigns. Extend your reach and acquire more customers and revenue by targeting these new lookalike audiences with the same ad campaigns that worked initially.

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