marinsoftware.com The Online-to-Offline Search Marketing Playbook Case Study: Pest Control Company Uses Marin and DialogTech to Drive More Profitable Conversions One of North America’s largest pest control companies uses search advertising to generate service appointments and customers. Besides attributing conversions made online, the company also uses DialogTech to measure the calls their paid search campaigns send to their contact center and 400 locations. They then pass data from DialogTech into Marin to optimize for the search ads, keywords, and days/times driving the most online requests and calls that converted to customers. By taking a data-driven approach to both online and call conversions, the pest control company saw that calls made directly from paid search call extensions drove twice the appointments than ones from landing pages. So they increased the volume of campaigns driving the most calls directly from search ads and layered in bid modifiers to help call extension show more frequently. This resulted in a 90% increase in calls from paid search ads. They also saw that their online scheduler on the landing pages had the highest conversion rate to sale and was the most profitable path, so they optimized landing pages to drive this path. As a result, overall profitability from paid search increased by 12%. 5.Use Intelligence from Phone Conversations to Improve Audience Targeting When consumers call your business, those conversations are a rich source of insights into that caller’s intent, urgency, product/service interest, and value. You can reduce your paid search CPL by using intelligence from those conversations to add callers to the most relevant audience segments. For example: • For unconverted callers whose conversation shows they’re good leads, retarget them with a special offer for the product/service they called about. Consider broadening your keyword list for them to ensure your ads are visible when they search, since you already know they’re the right type of lead. • For callers who converted to customers, put them into the most relevant upsell or cross-sell ad campaigns. You might also add them to lookalike campaigns to extend your reach and find new prospects resembling your best leads. • For callers whose conversations show they aren’t sales leads, add them to your exclusion lists so you don’t serve them ads that aren’t relevant. You don’t want to keep wasting budget retargeting a website visitor who called for customer support, to inquire about a job, or to solicit your business—it can really drive up your CPL fast. 6.Use Intelligence on the Call Experience to Detect and Correct Issues No matter how well you optimize your targeting, messaging, and bid strategies to generate more of the right type of caller, your ROI will suffer if your call centers or locations aren’t converting them to leads and customers. When it comes to the call experience, however, marketers may not even realize there’s a problem, even though there often is. A DialogTech study found that 1 in 5 calls from paid search go unanswered. That means that many callers that could be great leads are hanging up or being sent to voicemail, resulting in wasted ad spend.