The Plague of Paid Search ROIThanks to smartphones and click-to-call, paid search ads generate billions of calls to

businesses each month. Whether the call is generated from a call extension, call-only ad, or

website visit, marketers are spending more of their PPC budget to drive these conversions.

But all too often, they end up in a voicemail box.

Inbound Calls Are Extremely Valuable Conversions

Marketers Spend Billions on Paid Search to Drive These High-Value Phone Leads

Calls convert to revenue 10x–15xmore than web leads

Calls will influence $1 trillionin US consumer spending this year

increase in calls from US mobile search ads

from 2015 to 2017

US Mobile Search Ads Drive Calls(IN BILLIONS)

MOBILE SEARCH AD SPEND

CALLS FROM MOBILE SEARCH ADS

26.1

46.2

32.7

39.1

2015 2016 2017 2018

$14.17

$20.28

$25.06

$29.87

of voicemail messages from callers signaled buying intent

Most Calls That Go to Voicemail Are a Missed Revenue Opportunity

— Businesses are missing the most calls on the weekends

— More calls are missed on Fridays than any other weekday

— Businesses answer the most phone calls during the 11AM hour

— Voicemail rates immediately start to go up at 5PM at the end of the business day

MIDWEST

16.4%

NORTHEAST

19.0%

SOUTH

16.8%

WEST

19.5%

Where Do Businesses Miss the Most Paid Search Call Conversions?

No Industry Is Safe From the Plague of Unanswered Calls

The Northeast and West doa worse job answering calls

According to Google, mobile searchers are:

40% more likely to call a business

51% more likely to make a purchase

When Are Businesses Missing the Most Paid Search Call Conversions?

% of Calls to Voicemail By Day

Calls Generated on the Weekend Often Go Unanswered

DT UNIVERSITY STUDY FINDS...

Nearly 1 of every 5 calls generated by paid search advertising goes to voicemail

8 Call-Related Strategies to Optimize Paid Search ROI

Don’t run call-only ads whenyou aren’t open or staffed to answer calls.

Understand how your paid search campaigns drive qualified callers to each location.

Optimize spend for the ads and keywords driving the most good calls at the lowest costs.

Route each caller to the best agent or location right away to convert them to customers.

Analyze conversations for unanswered rates, caller buying intent, agent performance, and call outcome.

Follow up with good callerswho leave voicemail messages right away.

Retarget good callers who didn’t convert with tailored, relevant digital ad campaigns.

Target lookalike audiences resembling callers who converted to customers.

It’s Having a Big Impact on Paid Search ROI

Even During Business Hours (Monday–Friday):

CHILDHOOD EDUCATION

HOMESERVICES

AUTO OEMs& DEALERS

FINANCIAL SERVICES

23.6% 20.7% 19.3% 18.0%44.4% 57.8% 55.0% 55.0%

SENIOR CARE MANUFACTURING RETAIL HEALTHCARE

16.9% 12.0% 6.6% 6.1%48.2% 54.0% 64.6% 50.1%

— Industry voicemail rates range from 6.1%–23.6%

— Voicemail buying intent rates range from 44.4%–64.6%

VOICEMAIL RATE

VOICEMAIL BUYING INTENT RATE

CHILDHOOD EDUCATION

HOMESERVICES

AUTO OEMs & DEALERS

FINANCIAL SERVICES

SENIORCARE

MANUFAC–TURING

RETAIL HEALTHCARE

Sources: eMarketer | BIA/Kelsey | DT University | Google

How Much Budget Are You Wasting on Voicemail Calls?

— Unanswered weekend calls are as high as 89% in some industries

% OF CALLS TO VOICEMAIL ON WEEKDAYS

% OF CALLS TO VOICEMAIL ON WEEKENDS

% of Calls to Voicemail By Hour

Missed Opportunityphone

Missed Opportunityphone

2:44PM0:43

12:19PM1:03

Missed Opportunitymobile

Edit

Greeting

7:33AM0:18

Missed Opportunityphone6:03AM

1:14

Voicemail

Missed Opportunityphone8:11PM

0:34Missed Opportunityphone

4:39PM0:15

Missed Opportunityphone3:57PM

1:43Missed Opportunityphone

2:29PM:45

Missed Opportunityphone1:11PM

0:06

100%

4:22 PM

Voicemail

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