marinsoftware.com The Online-to-Offline Search Marketing Playbook Effective Inbound Call Strategies 1.Incorporate Call and Location Extensions With call and location extensions you can add phone numbers and addresses to ads and drastically increase CTRs. Searchers can tap a button to instantly place a direct call to your business or click to be sent directly to individual location pages on your website. This makes it fast and easy for people to call and find out more about your services and product offerings. Best practices when setting up call and location extensions include: • Set phone numbers to show only during times your business can take calls. • Set addresses to show online during times your business is open. • Use ad copy that incentivizes calls and visits. • When you’re using both call and location extensions on an ad, personalize display options so that what’s shown depends on the user’s device. • Use call extension bid adjustments to control how often your phone number appears with your search ads. 2.Make It Easy for People to Call You from Your Website A call to a business is a powerful indicator of strong purchasing intent. By adding phone numbers or call buttons to the most frequently visited parts of your website, you’re making it as easy as possible for people to place calls after finding you via search. This increases call conversions and gives people an opportunity to engage more deeply with your brand. 3.Accurately Report the Impact of Your Marketing on Business Results Marketers must constantly prove to stakeholders the impact their campaigns and spend are having on leads, sales opportunities, and revenue. And if your marketing and website generate phone calls, you need to include those calls and their outcomes in your reports. You can’t prove your true ROI or accurately forecast results of future marketing initiatives without it. For example, take Arbor Memorial, one of Canada’s largest cemetery and funeral service providers. Phone calls are an important step in their customer journey, so they use DialogTech to attribute calls generated by their marketing to their 150 locations. That attribution data on callers is integrated with their CRM system, connecting calls from marketing to customer acquisition. It enables Arbor Memorial to attribute 150% more revenue on average from their marketing spend than if they only attributed online conversions.