1. How phone data might
change your search
STRATEGY
Ali White
Marketing Communications Manager
T W White & Sons

2. T W White & Sons are a multi-franchise car dealer group with 7 sites across South-East England

3. What is Visitor Level Call Tracking?
• It will serve a unique trackable phone number
for each visitor to your website
• This allows you to fully track each individual
that calls you…the exact search query that they
used, what pages they visited on the site and
their history back through the funnel
• This gives you information you usually get in GA
for online conversions now for offline
conversions.
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4. Example of Visitor Level Call Tracking
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5. The Good Old Days
At T W White & Sons, prior to implementing
visitor level call tracking, our website’s conversion
rate looked like this:
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6. The Good Old Days
We did know how many calls we were getting
(and there were a lot) …
…but didn’t know where they were originating
from.
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7. The Good Old Days
This made measuring our marketing effectiveness
from online stock portals, SEM e.t.c an
unaccountable nightmare as we couldn’t see
what was driving our calls.
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8. Image Credit: http://straighttrippin.files.wordpress.com/2012/09/harry-wormwood.jpeg
The Good Old Days
Instead we had to rely on sales staff to report, meant information
was often inaccurate or incomplete – especially as customers
wouldn’t remember source, medium, keywords etc
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9. Why Phone Data may change your Strategy
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10. Why Phone Data may change your Strategy
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11. Why is Paid out-performing Organic?
• Both go to same landing page
• Same keyword as well
PAID ORGANIC
Keyword Visits Calls Call CR% Visits Calls Call CR%
tw white 40 6 15.00% 173 24 13.87%
t w white 36 4 11.11% 116 10 8.62%
TOTALS 76 10 13.13% 289 34 11.76%
NB: These are only 2 examples from hundreds of variations for our branded terms. Obviously numbers are
very small and not a big enough sample to base decisions off, but one customer on a single purchase can be
worth up to ££££s (excluding lifetime value) because of profit margin in some vehicles
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12. This isn’t just about Paid vs Organic
Our MD wanted to know why we chose the term ‘dealer’ over ‘garage’:
• Pages already (partly) optimised
• More opportunity (including intent)
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13. This isn’t just about Paid vs Organic
Our MD wanted to know why we chose the term ‘dealer’ over ‘garage’:
• Pages already (partly) optimised
• More opportunity (including intent)
• Similar competition
• Historical Data we had from PPC (on next slide)
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14. This isn’t just about Paid vs Organic
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15. Forget about conversions
Don’t optimise for conversions
Optimize for revenue!
http://www.quicksprout.com/2012/10/08/what-spending-252000-on-conversion-rate-optimization-taught-me/
Neil Patel – 8th October 2012
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16. Optimise for Revenue
If we look at our Calltracks performance report for “Mazda
Dealer” and “Mazda Garage” terms we can also see the former
generated ££££s of PROFIT, including multiple car sales, servicing
work. Below shows one example drilldown
Over period “Mazda Garage” paid traffic unfortunately didn’t deliver revenue
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17. Would you bother with ‘Garage’?
• Is there enough data there to make a decision?
• Would you predict the same results from organic?
• As we have recently seen good improvements from SEO for organic traffic for
these terms …
…we can look at our performance for organic as well (next slide)
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18. Would you bother with ‘Garage’?
• As you can see suddenly a massive difference on Conversion Rate for
organic (below) compared to paid (shown previously)
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19. Would you bother with ‘Garage’?
HOWEVER, point still remains that unless you tie these conversions
through to sales and revenue these stats are incomplete.
As already mentioned its not about the keywords, its about INTENT
of your audience using them.
Even though for organic “Mazda Garage” delivered more leads than
“Mazda Dealer”…the latter was still more PROFITABLE and delivered
a great ROI because it delivered car sales as well as servicing and
parts business.
“Mazda Garage” only delivered servicing and parts business, so is
still profitable, but not as profitable as “Mazda Dealer”
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20. Last Year PPC Strategy
• December represented 26% of PPC Spend for period
• Calltracks Performance Report shows December accounted for
52% of PPC Generated Profit
• Achieved by focusing on revenue and profit as well as conversion
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21. Multi-Channel Funnels
• How phone calls also impact assists by looking at “Organic Impact” conversion
segment
• Without phone call tracking:
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22. Multi-Channel Funnels
• How phone calls also impact assists by looking at “Organic Impact” conversion
segment
• With phone call tracking:
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23. Multi-Channel Funnels
• With phone call tracking enabled we can start to see the TRUE impact organic
contributed to other channels as well.
• In the case of direct traffic, organic assisted 34 leads over period.
• This represents well over a third of all direct leads over period.
• Next step is to see what keywords it is that are generating assists
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24. Key Points
• Must be careful when predicting success of optimizing for SEO term
• Measurement is key:
“The true measure of success was never the rankings, nor the traffic but how well the
page a given page converted for our visitors”
• When I say measurement I mean measurement of sales and revenue
• Remember phone data might change your keywords...
….it may also change your strategy
Quote: http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
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25. Thanks
@AlistairWhite
www.calltracks.com
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