If you don’t understand your client’s call structure in depth or are not currently tracking calls to the keyword level, then it is time to rethink your search strategy.
You’ve had that client, the one that says, "the more calls the better" or "let’s get the call volume up to meet our goals this week." However, taking a step back, are we looking at the big picture for the business and asking the right questions? Can the business handle the call volume all times of day? What will be the customer’s expected wait time and experience?
When thinking through call-centric campaigns, focus less on volume but more on efficiency, broader business, and smart call strategies to prepare for the future. Below are a few pointers and questions to ask to set the foundation for when calls become increasingly connected from desktop to mobile to call center.
Understand Your Client’s Call Center Structure
It isn’t enough to just focus on getting calls in the door. You need to understand your client’s process from start to finish. That means understanding locations, average call volume per day from all channels, and wait times. If available, also try to get a breakdown of the lead-based calls versus general customer service calls. Knowing these things will help make the case for increasing call efficiency, not just volume. And “for the love of search,” do not keep your call-based campaigns on if call centers are closed!
If you are not currently tracking your calls in search to the keyword level, now is the time to make the switch, because you are behind. There are many cost affordable solutions out there from Google to paid partners such as AvidTrak. It is important to know if calls are coming from brand or non-brand campaigns. While user intent still has its mysteries, assume that non-brand calls are typically more qualified leads (users searching for information are interested in switching brands). Additionally, consider using Google to set up call duration limits and count only those above a certain time threshold as qualified.
Don’t Make All Your Decisions Based on Last Click
Also have a clear understanding of a searcher’s path from first click to call. Do not discount brand calls if the first few searches were non-brand queries. This shows the user’s information journey and can be even more valuable than a straight non-brand search to call. This user is likely further down the purchase funnel.
It is important to lay the best practice groundwork for our call lead clients to prepare them for the future. With a demand for personalization from the next generation of customers, we must plan for a connected experience. Gone will be the days of entering 1 for English or 2 to speak with a representative who will ask you to relay your question yet again. Search will continue to be a key player in the connected experience, and will evolve greatly over the next few years. Are you ready?