Mediahawk brightonSEO September 2023

Faye Thomassen, Mediahawk’s Head of Marketing, highlights four opportunities for marketers running search campaigns.

'Call tracking and search marketing: The combination you didn't think you needed', explains how the valuable insights you get from tracking your calls strengthen your organic and paid search strategies.

Download the eBook: Call tracking and search marketing: The combination you didn't think you needed

Transcript

1. #brightonSEO @mediahawk Call tracking and search marketing: the combination you didn’t think you needed Faye Thomassen Mediahawk Speakerdeck.com/MediahawkLtd @Mediahawk
2. #brightonSEO @mediahawk Track. Analyse. Grow.
3. #brightonSEO @mediahawk
4. #brightonSEO @mediahawk Why is this talk called “Call tracking and search marketing: The combination you didn’t think you needed”?
5. #brightonSEO @mediahawk Eh? Call tracking?
6. #brightonSEO @mediahawk Calls to businesses Up? Down?
7. #brightonSEO @mediahawk Up by ?% Calls to businesses
8. #brightonSEO @mediahawk Up by 34% Source: Moneypenny Calls to businesses
9. #brightonSEO @mediahawk 1 4 things I wish I knew then for SEO performance Driving traffic Keywords Revenue Attribution 2 3 4
10. #brightonSEO @mediahawk Attribution Driving traffic Keywords Revenue Call tracking and search marketing
11. #brightonSEO @mediahawk 0 500 1000 1500 2000 2500 Q1 Q2 Q3 Q4 Example Estimated calls Actual calls
12. #brightonSEO @mediahawk 0 500 1000 1500 2000 2500 Q1 Q2 Q3 Q4 Example Estimated calls Actual calls
13. #brightonSEO @mediahawk 98% client retention rate
14. #brightonSEO @mediahawk 0 100 200 300 400 500 Search PPC Paid social Other Leads Website Online chat Other/Unknown How many are calls? Are they being classed as ‘sales’, ‘referrals’, or ‘other’?
15. #brightonSEO @mediahawk
16. #brightonSEO @mediahawk Visitor level call tracking Dynamic call tracking Website call tracking
17. #brightonSEO @mediahawk
18. #brightonSEO @mediahawk
19. #brightonSEO @mediahawk Visitor A Visitor B Same care home
20. #brightonSEO @mediahawk Source: Mediahawk Automotive trends report – spring edition Calls by source For auto retailers 46% calls come from Google Business Profile
21. #brightonSEO @mediahawk 0 100 200 300 400 500 600 Q3 Q2 Q1 E.g. all leads via Search Leads via search Adding calls
22. #brightonSEO @mediahawk 0 100 200 300 400 500 600 Q3 Q2 Q1 E.g. all leads via Search Leads via search Adding calls
23. #brightonSEO @mediahawk 0 100 200 300 400 500 600 Q3 Q2 Q1 E.g. all leads via Search Leads via search Adding calls 27% increase in leads attributed to SEO
24. #brightonSEO @mediahawk Attribution Driving traffic Keywords Revenue Call tracking and search marketing
25. #brightonSEO @mediahawk Call tracking helps drive high-converting search traffic
26. #brightonSEO @mediahawk
27. #brightonSEO @mediahawk Visitor journey
28. #brightonSEO @mediahawk 4 ways call tracking helps drive high-converting search traffic
29. #brightonSEO @mediahawk 1. Analyse pages visited and calls for content ideation. Use pain points, objections and queries to create blogs, FAQs etc
30. #brightonSEO @mediahawk 2. Optimise landing pages; See the journey, when/how they convert, and if keywords resonate
31. #brightonSEO @mediahawk 3. Discover new pages that convert
32. #brightonSEO @mediahawk 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Call handling Top ten tips on how to improve call handling Sessions
33. #brightonSEO @mediahawk 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Call handling Top ten tips on how to improve call handling Sessions Conversions Zero conversions
34. #brightonSEO @mediahawk 4. Discover new keywords to increase traffic
35. #brightonSEO @mediahawk Attribution Driving traffic Keywords Revenue Call tracking and search marketing
36. #brightonSEO @mediahawk Robust data-driven keyword strategy
37. #brightonSEO @mediahawk Context and the customer voice
38. #brightonSEO @mediahawk Speech analytics
39. #brightonSEO @mediahawk “I’d like to go on holiday to Cyprus”
40. #brightonSEO @mediahawk 0 500 1000 1500 2000 2500 3000 Q1 Q2 Q3 Q4 Call types Calls from optimised keywords Unwanted calls
41. #brightonSEO @mediahawk £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 Revenue Revenue generated by keyword Keyword 1 Keyword 2 Keyword 3
42. #brightonSEO @mediahawk £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 Revenue Revenue generated by keyword Keyword 1 Keyword 2 Keyword 3 Focus effort on ‘Keyword 3’
43. #brightonSEO @mediahawk Attribution Driving traffic Keywords Revenue Call tracking and search marketing
44. #brightonSEO @mediahawk
45. #brightonSEO @mediahawk Works = Invest budget Doesn’t work = Save money
46. #brightonSEO @mediahawk £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 Revenue Revenue generated by keyword Keyword 1 Keyword 2 Keyword 3 Focus effort on ‘Keyword 3’
47. #brightonSEO @mediahawk Keyword 1 Keyword 2 Keyword 3 £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 Revenue by keyword Which journey brings in higher-value sales? What motivates the sale of a specific product/ service? What role does search play for repeat customers?
48. #brightonSEO @mediahawk Generated 5 times as many calls without increasing ad spend
49. #brightonSEO @mediahawk 1 Key take-aways Increase high-converting traffic with call tracking insights Use speech analytics to help with your keyword strategy Pivot keyword call data against sales data to focus on revenue-driving search traffic Attribute your phone leads to get a 360⁰ view of your search performance 2 3 4
50. #brightonSEO @mediahawk 1 Key take-aways Increase high-converting traffic with call tracking insights Use speech analytics to help with your keyword strategy Pivot keyword call data against sales data to focus on revenue-driving search traffic Attribute your phone leads to get a 360⁰ view of your search performance 2 3 4
51. #brightonSEO @mediahawk 1 Key take-aways Increase high-converting traffic with call tracking insights Use speech analytics to help with your keyword strategy Pivot keyword call data against sales data to focus on revenue-driving search traffic Attribute your phone leads to get a 360⁰ view of your search performance 2 3 4
52. #brightonSEO @mediahawk 1 Key take-aways Increase high-converting traffic with call tracking insights Use speech analytics to help with your keyword strategy Pivot keyword call data against sales data to focus on revenue-driving search traffic Attribute your phone leads to get a 360⁰ view of your search performance 2 3 4
53. #brightonSEO @mediahawk Download our eBook mediahawk.co.uk/bseo23
54. #brightonSEO @mediahawk Thank you 0333 222 1433 mediahawk.co.uk Connect on LinkedIn: /fayethomassen/ Download our eBook mediahawk.co.uk/bseo23