If you’re not tracking all of those phone call conversions, your Google Smart Bidding instance is likely underperforming. That’s because automated bidding tools track the number of conversions each ad variation drives and then optimize bids based on what’s performing best. If you’re not tracking the phone call conversions your ads drive, you’re not giving the tool a complete picture of your performance.
Illustration, Invoca, October 2024
Illustration, Invoca, October 2024
A revenue execution platform like Invoca allows you to track these call conversions and feed them directly into Google Ads. This enables Google’s Smart Bidding AI to optimize more effectively, ensuring your ad dollars are spent on what truly drives revenue.
Check out this video series, to learn more about revenue execution platforms.
Illustration, Invoca, October 2024
4. Optimize Retargeting With Rich Data Insights
Retargeting is an incredibly cost-effective way to drive more conversions, especially when you’re targeting people who have already interacted with your brand. To enhance your retargeting efforts, first-party data is key — and phone conversations are a treasure trove of insights that can be unlocked with revenue execution platforms like Invoca.
Phone conversations contain more insights than an online form fill ever could — when your customers call you, they tell you about their needs, preferences, and how to make them happy. Invoca’s AI analyzes these conversations at scale and mines them for insights. The beauty of it is that you can easily train the AI to capture whichever data points are most relevant to your business — for example, you can track products callers expressed interest in, if they were price-sensitive, and if they made a purchase.
Check out the graphic below to see more of the data points you can collect with Invoca:
Illustration, Invoca, October 2024
With these deep conversation insights, you can build more complete customer profiles and retarget leads with more relevant ads. Below are a few common examples of retargeting and suppression strategies marketers use with Invoca’s first-party data:
Retarget callers who didn’t make a purchase with ads for the products they mentioned over the phone.
Retarget callers who bought over the phone with ads for relevant companion purchases.
Retarget callers who expressed price sensitivity with ads touting a special discount code.
Suppress callers who bought over the phone from seeing future ads for that product or service.
5. Detect & Solve Call Experience Issues
Many marketers lose potential revenue because they aren’t aware of call experience issues—missed calls, long hold times, or unoptimized call scripts that don’t convert leads. You could be flushing good leads down the drain without even knowing it. Using a revenue execution platform, you get detailed reports on call handling and identify areas where improvements are needed.
Invoca shows you the total number of calls your Google Ads campaigns send to each location or contact center, the number of calls answered, the name of the agent who handled the call, the number of leads, and the number of calls successfully converted to revenue.
If you notice specific locations or contact centers have high unanswered call rates, you can collaborate with them to improve call routing procedures and staffing. If you learn that some agents have low phone call conversion rates, you can review their call recordings and transcripts to learn the cause and notify their managers to help them improve.
You’ll increase conversion rates and revenue from your Google Ads campaigns when you work with your contact centers and locations to correct these issues.
Below is a sample Invoca report showing call handling by location:
Illustration, Invoca, October 2024
Addressing these issues, from ensuring calls are answered promptly to refining sales scripts, can lead to better conversion rates and higher revenue from your ad campaigns.
By following these five tips and integrating a revenue execution platform, B2C marketers can fully take advantage of Google’s AI capabilities, driving conversions and revenue from every marketing dollar spent.
Ready to learn more about how Invoca’s AI-powered revenue execution platform can help you level up your marketing? Check out this video series to see how it’s done.
Image Credits
Featured Image: Image by Invoca. Used with permission.
In-Post Image: Images by Invoca. Used with permission.