3/5
Many marketers overlook the potential value of customer phone calls. If you’re in a business where customers frequently call to make purchases, get quotes, or set appointments, calls represent an untapped opportunity to gather first-party data to optimize the campaigns that drive these calls. When making a high-stakes purchase decision like getting a new roof on their house, getting a mortgage, or selecting a healthcare provider, the majority of consumers not only report calling, they actually prefer to call when they need help.
Calls Are a Marketing Data Dead Zone—and an Opportunity
68%
of consumers will call before making a high-stakes purchase
Source: Invoca
4/5
35%
of callers who speak with a live person are leads
33%
of those phone leads convert
Phone Calls Convert More Customers
Phone calls convert customers at a 3x higher rate than online, so it’s critical that you get the experience right. It also means that connecting the data from phone calls to the rest of the omnichannel journey is critical to your success.
5/5
The Phone
is the #1 preferred channel when consumers need help with a high-stakes purchase
Calls Are a Marketing Data Dead Zone— and an Opportunity
INTRODUCTION
Data-driven marketers like you are rulers of the digital realm. You can analyze every bit of online data to determine exactly what drives ad clicks and eCommerce conversions. You’re armed with infinite digital data to optimize every ad, every keyword buy, and every bit of the online customer journey that leads to a sale. But when customers exit the online world and call to complete their purchase, get a quote, or make an appointment, you’re back in the dark days of guessing and gut feelings—you’ve entered the data dead zone.
From home improvement to healthcare to mortgages and insurance, when consumers are making high-stakes purchase decisions, the majority of them will call before making a decision. Since most will call before they do business with you—and often convert over the phone—it creates a data dead zone between the online journey and when they ultimately become a customer (or not). Marketers who ignore the phone channel do so at their own peril. Those who take advantage of this untapped treasure trove of first-party data will find themselves leading the pack, despite stagnant or shrinking budgets. In this interactive guide, we’ll show you how you can use conversation intelligence to escape the call data dead zone so you can reduce wasted marketing spend, prove your performance, and drive more revenue with the ad budget you have today.
Let's jump in!
1/5
Like most marketers you’ve likely seen your budget stay flat or get cut this year, so you have to make the most of every dollar you spend. The more data you have from every stage of the customer journey to prove the effectiveness of your campaigns, the less likely it is that you’re wasting money on ineffective ads.
2/5
While your budget may shrink this year, your performance expectations will not be adjusted accordingly. In this survey, 79% of marketers said that they are expected to produce the same or better results as last year, despite reduced ad budgets. This means you need to jump on every opportunity to optimize your marketing and reduce wasted spend.
Source: Integrate Marketing Budget Report, 2022
33% – Same as 2022 33% – Slightly higher 18% – Slightly lower
9% – Significantly higher 7% – Significantly lower
50% – We are expected to achieve more 29% – We are expected to achieve the same 21% – We are expected to achieve less
LEARN MORE
Customer Success Stories
Section 4
Reduce Wasted Ad Spend
Section 3
Drive More Conversions With 1st-Party Data
Section 2
Attribute & Measure the Value of Calls
Section 1
Calls Are a Marketing Data Dead Zone
Introduction
Intro
SECTION 1
1/4
There’s no guessing about how many calls convert with Invoca conversation intelligence. It analyzes every call driven by your campaigns and calls made directly from your website so you can automatically detect and report call outcomes, conversion events, and caller intent. This enables you to quickly understand the critical moments in each call that result in revenue-generating conversions so you can increase conversion rates, decrease acquisition costs, and reduce wasted marketing spend.
Automatically track every phone conversion
2/4
Invoca gives you marketing attribution for the results of every call your campaigns drive with full visibility from click to call to conversion. Get attribution for every customer touchpoint that drives a phone call including paid search, display, social, website, email, and even offline channels like direct mail. Invoca’s easy-to-deploy website tag and dynamic number insertion technology makes it simple to start tracking calls and get granular attribution data — down to the search keyword level — so you can see exactly how customers interact with your campaigns and website before calling. You’ll get data including keyword, landing page, campaign, and Google Click ID (GCLID) to accurately optimize your campaigns to drive more high-value sales calls.
Get 1-to-1 attribution for every phone lead
3/4
Know the Value of Every Call Marketing Drives
4/4
If your marketing is driving conversions over the phone, you need to accurately measure them and attribute them to your spending. With Invoca you get full visibility into all of the conversions that are happening on the phone so you can accurately measure your acquisition costs and optimize your campaigns to drive more leads. Here’s how that looks:
Measure your true CPA with full visibility into call conversions
Next
The first step to optimizing your marketing budget is accurate measurement of your campaign performance. Since many of your customers will discover your business online then call to set an appointment, get a quote, or make a purchase, you have to be able to connect your digital campaigns to the calls they drive. If you can’t, you have a data dead zone that’s throwing off all of your CPA and ROAS measurement. Here are a few ways you can get more accurate measurement of campaign performance with conversation intelligence.
Get 1-to1 attribution for every phone lead
SECTION 2
With Invoca you know exactly what works so you can improve performance and stop wasting ad spend on ineffective campaigns. You can automatically detect call outcomes, conversion events, and caller intent and get granular attribution data down to the keyword level.
With Invoca, you can see exactly how a customer interacts with all your campaigns and website before making a call. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns to drive more high-value sales calls to every location. This data can be integrated with virtually any platform to orchestrate and optimize the entire customer journey, no matter how customers choose to interact with your brand before calling.
Optimize every campaign on every platform
Data That Drives Performance
See an example
Here’s an example of optimizing on call volume vs. conversions. If you saw that “Corp Bank Mortgage” was driving the most calls, that’s where you’d put your money and pull back on the others. Makes sense. But once you see the conversion data, you’ll see that “First time mortgage” was driving way more conversions—and that you were putting your budget in the wrong place.
With Invoca, you can see exactly how a customer interacts with your campaigns and website before making a call. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns to drive more high-value sales calls.
Learn why customers are calling to drive more online conversions
Optimize campaigns with accurate phone conversion data
You need all of the data at your disposal to optimize your campaigns and drive more conversions. Phone calls are the last untapped source of rich 1st-party customer data that you can use to optimize your marketing and make the most of your budget. If your customers often call before they convert and you don’t use that data, you’re putting yourself at a disadvantage. Here’s how you can optimize your campaigns and drive more conversions using Invoca conversation intelligence.
Drive More Conversions with 1st-Party Data from Calls
Previous
When you know exactly why people call your business, you can optimize your campaigns and online experiences to improve conversion rates online and on the phone. With Invoca, you can see where your customers drop out of the online purchase flow and call to get help or complete their transaction. With this data, you can identify friction points in your online experience to allow more customers to convert online, which reduces acquisition costs and allows your customers to buy the way they want to. Using Invoca’s digital intent-based call routing, you can also make sure that high-intent, high-value customers who want to call to complete their transactions get help from the right person, right away. This will improve your conversion rate on the phone and provide an amazing experience that helps build loyalty and customer lifetime value.
Learn why customers are calling
SECTION 3
With Invoca conversation intelligence, you know exactly which keywords are driving calls that result in conversions and those that don’t. And you can take action on that data in real time. You can stream call conversion data to virtually any ad platform to optimize for more sales calls. For example, you can inform Google Ads Smart Bidding with call conversion actions to automatically adjust your keyword bids to drive more high-value sales calls. You’ll also reduce wasted spend driving low-value calls like those for driving directions or current customers calling for service. Put more money behind ads and keywords that work and stop wasting money on those that don’t—without lifting a finger.
By tracking all call conversions with Invoca and pushing this information into ad platforms like Google Marketing Platform, Skai, or Marin Software, marketers can automatically suppress ads to those who have already converted over the phone. This not only reduces wasted ad spend, it prevents you from annoying your new customers with irrelevant ads. You can also use Invoca conversation intelligence to identify callers who showed intent but did not convert. You can then retarget those callers and add them to your nurture stream to further increase your conversion rates.
Suppress ads to customers and retarget high-intent callers who didn’t convert
Are the ads and keywords you’re putting money behind driving leads to call or just getting people to call for driving directions? Without attribution for the calls your campaigns drive, you’ll never know. With Invoca, you know exactly what keywords are driving conversions on the phone and which ones aren’t. Decrease your CPA and increase your ROAS by putting your budget where it belongs—behind ads and keywords that drive sales.
Stop wasting money driving low-value calls
Get more accurate ad retargeting and suppression
Automate keyword optimization to drive more conversions
If there’s one thing you can’t afford to do right now, it’s wasting marketing dollars on ineffective campaigns. If you’re making assumptions about the phone calls your campaigns drive, that’s exactly what’s happening whether you know it or not. See how you can use Invoca conversation intelligence to reduce wasted ad spend and drive more leads.
Reduce Wasted Ad Spend and Drive More Leads
Drive the most valuable conversions
Not all conversions are created equal. You sell different products and services, and you can increase your ROAS and decrease CPA by focusing your marketing efforts on the highest-value customers. But when customers purchase over the phone, you don’t necessarily know which products they bought or how much they spent — you may only see that a call was placed. With Invoca, you can track the outcome of every phone lead your marketing drives — including if the call converted, and what the caller purchased. You can then integrate Invoca with Salesforce for full revenue matchback. This allows you to understand the true ROI of all of your campaigns and keywords — for both online and phone call conversions.
Drive more revenue without increasing spend
Invoca also has no-code integrations for popular platforms like Google Ads, Microsoft Ads, Facebook, Google Search Ads 360, and more so you can get started quickly.
Check out all our integrations
Watch this video to learn how Windstream Communications uses Invoca to drive more high-quality leads, convert more customers, and provide a better customer experience with Invoca.
Rogers
Rogers uses Invoca’s AI to understand not just which customers convert over the phone, but the average value of the conversion for each customer type. They then feed this revenue data into Google Ads to inform Smart Bidding. Smart Bidding weighs their bids in proportion to their returns, decreasing their cost per acquisition by 82% in a two-year period. They also use Invoca’s call conversion data to inform lookalike targeting and suppression across their entire martech stack, so the right prospects get the right ads at the right time.
TELECOMMUNICATIONS
Get the full case study
1/8
The results with Invoca’s Google Ads integration have been phenomenal, to say the least. The benefits are constantly compounding with such minimal lift for the returns. I’ve never had a product where I spend more time selling people on the results than doing the work to get it going.
The Story
The Results
Charlie Farrell, Senior Manager of Search Engine Marketing
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SECTION 4
82% two-year decrease in cost-per-acquisition from Google paid search
18% lift in net revenue from paid search campaigns
2x increase in volume of qualified leads
8/8
ISG
AGENCY, PAY-PER-CALL AND PERFORMANCE
The majority of ISG’s conversions happen over the phone, but they didn’t have a clear view of which marketing campaigns and website pages were driving the best sales calls. Now, with Invoca, ISG can get granular call attribution from Google Ads. This allows them to understand the quality of calls each keyword and search query is driving. As a result, they can allocate more budget to their best-performing campaigns and cut spend on campaigns driving non-sales-related calls.
The results from integrating Invoca with Google Ads Smart Bidding have been fantastic. We’ve increased conversion rates while lowering our cost per acquisition. Plus, the automation and scaling benefits have taken us to the next level.
Jason Hazlewood, Director of Online Experience & Usability
80% reduction in wasted ad spend
50% increase in total revenue from non-branded paid search keywords
50% increase in order volume from non-branded paid search keywords
7/8
MoneySolver
FINANCIAL SERVICES AND INSURANCE
Phone calls are an important conversion point for MoneySolver’s marketing team and they needed granular attribution to track and optimize campaigns. With Invoca’s Google Ads integration, MoneySolver gets attribution for which campaigns, ads, and keywords are driving the highest quality calls, so they can double down on their best programs and avoid wasting spend on underperforming ones. In addition, MoneySolver uses Invoca to QA sales agent performance and ensure phone leads from Google Ads are being converted at a high rate.
Invoca’s Google Ads integration has been really beneficial for our marketing team. Google knows how to optimize for high-performing phone leads because it gets attribution data from Invoca right away. This has helped us increase our return on ad spend by 30%.
Christina Rosa, VP of Marketing
30% increase in ROAS from digital marketing and affiliate programs
2x increase in close rate at the contact center
6/8
Comfort Keepers
SENIOR CARE
Most people engage with Comfort Keepers’ Google Ads campaigns by calling. Comfort Keepers needed visibility into what was happening on these calls at scale so they could optimize to drive more high-quality phone leads. With Invoca’s Google Ads integration, Comfort Keepers now understands which calls from Google Ads keywords, ad groups, and campaigns were valid sales or job leads and if they converted. This allows Comfort Keepers to drive more high-quality phone leads while reducing cost-per-call.
Comfort Keepers’ main goals for Google Ads are to find people who buy their services and people qualified to work for franchisees. It’s very important for us to be able to only use calls that fit those categories in our decision making, and that’s what Invoca’s AI provides. We now have the data to optimize bid strategies towards driving the most relevant calls.
Bryan Huber, Worldwide Vice President, Digital Marketing
50% lower overall cost-per-call
14% increase in conversion rates from job applicant calls
59% increase in annual call volume from Google Ads
50% increase in phone sales conversions from paid search
20% increase in sales inquiries from paid search
5/8
Sylvan Learning
EDUCATION
To truly optimize its enrollments and reduce cost per lead (CPL) from search, Sylvan needed complete, accurate attribution data for every conversion: web forms and phone calls. Invoca’s call tracking data helped Sylvan measure its true cost per lead and optimize its bidding strategy to reduce its CPL. Sylvan also uses Invoca to monitor what happens on the phone leads it sends to its 750 locations. If there are certain locations whose numbers aren’t measuring up with the rest, they can dig into the data to correct the issue and increase conversion rates.
The results have been amazing: This year with Invoca, Sylvan has increased leads by over 33% from search marketing—all while keeping cost per lead flat. We are extremely pleased with how much we’ve been able to scale.
Seth Lueck, Senior Online Marketing & SEM Manager
33% increase in leads from paid search
No increase in cost-per-lead
1-800-GOT-JUNK?
HOME SERVICES
1-800-GOT-JUNK? uses Invoca to track their true ROAS from paid search campaigns. Soon after the marketing team started using the platform, they realized they had been significantly underreporting their call revenue to their franchise locations. The team then fed Invoca’s call attribution data into Google Ads to inform the Smart Bidding algorithm, allowing them to further cut cost per lead.
With Invoca, we can see true ROAS, particularly for paid search, and that’s crucial because our franchise partners are now increasing that spend. It’s essential that we get it right, and thanks to Invoca, now we can.
Marie Fitzgibbon, Director of Acquisition
Over 10% increase in bookings — with no incremental spend
Over 20% boost in call conversion rate
Over 30% rise in the number of booked calls
4/8
3/8
eHealth
HEALTHCARE, DENTAL, AND MEDICAL DEVICES
eHealth wanted to get attribution for the phone call conversions its paid search ads drove. To close the attribution loop, eHealth integrated Invoca with Google Ads. This allowed them to optimize their paid media against events that were happening on the phone, resulting in a 20% decrease in CPA and a 20% increase in conversion rates — just by feeding Invoca data to Google’s Smart Bidding algorithm. They were then able to reinvest their savings in future campaigns, multiplying their efficiency gains.
One of the great things about Invoca is that it acts as a hub for us. A lot of data goes into Invoca and we’re able to connect it to Google Ads, SA360, Bing, Facebook, Adobe Analytics, and more.
VP of Analytics and Reporting
$3 million+ in cost savings
60% reduction in click-to-call CPA
20% reduction in CPA
20% increase in conversion rate
2/8
Dish
With high subscriber acquisition costs, DISH’s marketing team wanted to optimize their paid media for lifetime value (LTV) — but they had to find a way to do so for both online conversions and phone call conversions. With the help of Invoca, DISH created a closed-loop attribution model for online and phone call conversions. DISH then passed Invoca data into Google Ads to improve ROAS and target customers with the highest predicted LTV.
60% increase in conversion rate
15x lift in conversions
500% lift in ROAS
Invoca helps us understand the potential valueof a customer so that we’re optimizing our media accordingly. If there’s someone who takes $700 to acquire but they have a potential value of $6,000, that’s money well spent. And without Invoca’s ability to tie the online journey to the phone call journey, we were unable to determine that.
Russell Bangert, Director, Digital Marketing
