Optimizing your paid and local search tactics helps reach customers —no matter where they are shopping. In this session, we partner with conversion experts Invoca to discuss how to build a winning paid and local search strategy for Q4.

1. Conquering Q4: A Holiday
Planning Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET

2. Upping Your Paid
Search
Conversions in Q4

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the week
01
Submit questions for live Q&A
04
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Download relevant resources
Log back anytime with same link
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Join our poll questions
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
4
*AdAge Best Places to Work 2019-2021

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
KAT HANLON
Strategist, Paid Search
BLAIR SYMES
Senior Director of
Product Marketing

7. Invoca provides search marketers with
complete attribution & intelligence on phone call conversions,
fueling smarter optimizations that increase conversions, revenue & ROI
The #1 Call Tracking & Conversation Intelligence Platform

8. Agenda
● 2020 Learnings & 2021 Outlook
● Setting Your Paid Search Campaigns Up For
Success
● Phone Call Conversions Are Important to
Paid Search Success
● Acquire More Customers & Reduce CPA
With the Right Strategy for Calls
8

9. What is your biggest challenge with
your paid search strategy?
● My CPA is too high
● Not driving enough sales conversions
● Cross-channel targeting and optimization
● Managing my campaigns too time-consuming
POLL

10. Searchers Connect With Businesses in Different Ways
WEBSITE IN PERSON PHONE CALL
Omnichannel
shoppers spend
7x more
than consumers
who shop online
only
Source: Criteo
41%
of shoppers would
rather buy from a
business that offers a
range of ways to
connect
Source: Google
30%
of consumers call a
business while
searching on mobile
for an item they are
shopping for
Source: Google

11. 2020 Learnings & 2021
Outlook
11

12. Holiday ecommerce jumped 32.5% in
sales despite an economy still
wading through a pandemic
Brick-and-mortar sales managed to
grow 2.2%, outperforming an initial
forecast of a 4.7% decline. This
helped to close the gap that
brick-and-mortar retailers
experienced due to lighter foot traffic
“Shipageddon” wasn’t as bad as
expected, with on-time delivery rates
between 93% and 98% during Cyber
Five and the week before Christmas
RECAP
● State of the user economy: lingering concerns
throughout the consumer economy given the
unprecedented nature of the pandemic and rising
concerns of variants
● Return of brick-and-mortar shopping: retailers
opening their doors in 2021 could have a large impact
on online shopping (especially Thanksgiving day)
● Prime Day Timing: another mid-October Prime Day
could have huge implications on holiday shopping
● Shipageddon V2: will extended delivery times in 2020
result in consumers shopping earlier in 2021 to
ensure on-time delivery?
● Curbside Pickups: given the rise in popularity in 2020
will consumers continue to buy online and pick-up in
store?
THE UNKNOWNS
Cyber Week performance was the lowest-performing
while being outdone by Thanksgiving week
Lift in ecommerce
sales Thanksgiving
week
Increase in sales
Christmas week
+82%
RESULTS
+58%
Holiday 2020 Learnings
12
Source: eMarketer

13. 2021 Holiday Forecast Looks Promising
● Continued double
digit gains are
expected for
ecommerce sales
● Mcommerce is
expected to
contribute to 52.7%
of retail growth
● Cyber Five is
expected to regain
share of holiday
sales after last
year’s decline
● Incentivize customers
to download your
mobile app and
transact on it, since
mobile is an important
growth channel
● Win long-term loyalty
by over delivering on
the need for returns
● Plan inventory to
ensure there’s enough
to meet elevated
demand
EXPECTATIONS TAKEAWAYS
13
Source: eMarketer

14. Setting Your Paid Search
Campaigns Up For
Success
14

15. Preparation is Key for a Successful Q4
CHECKLIST DETAILS
BUDGETS
Secure enough budget. Look back at 2020 performance and specific KPIs to help plan for search growth this
year. Look for areas of lost opportunity from last year and how much you’d need to stay ahead of the
competition.
PROMOTIONAL
CALENDAR
Understanding that business needs can change on the fly, aim to have this confirmed and have backup
promotions on standby if needed, if sales are softer than expected
PLAN BEYOND THE
CYBER FIVE
Take note of other key dates that Google/Microsoft are anticipating to be strong conversion drivers (Singles Day,
Free Shipping Day, Boxing Day etc.)
REVIEW 2020
LEARNINGS
Lean into anything that performed well last year and steer clear of anything that negatively impacted
performance. This could include certain keywords, audiences, bid strategies, settings etc.
ANTICIPATE
HEIGHTENED
COMPETITION
With a cautiously optimistic Q4 forecast, advertisers are going to capitalizing on this anticipated growth. Stay one
step ahead of the competition with a plan of action, if other brands start to consistently bid on your brand terms
15

16. Optimizing Creative for Search Ad Success
AD COPY
● Harness the power of machine learning with RSAs
(Responsive Search Ads)
● It’s recommended to have at least 1 RSA per ad
group with Good or Excellent ad strength
● New Feature: Use a feed to leverage ad customizers
like the countdown function, location insertion and
pricing to further enhance ads
AD EXTENSIONS
● Always include sitelinks + descriptions, callouts &
structured snippets
● Promotion, price & image extensions can help to
increase visibility for sales or products to showcase
● Extensions can help to increase CTR by 10-15% on
average
16
Source: Google Internal Data, Global, 2021-03-16 to 2021-04-12

17. Let Smart Bidding Do All Of The Guesswork
17
SET BUDGETS
● Ensure you have
enough to capture
heightened demand,
which will allow your
strategies to perform as
optimally as possible
● Use performance
planner within the
engines to help
forecast
ADJUST TARGETS
● Align campaign targets
with your overall
business targets,
especially if they are
expected to shift during
the holiday season
● Targets are the best
lever to help control
cost. If you need to
increase bids & spend,
you can raise your CPA
target or lower your
ROAS target
TIP: Leverage seasonal adjustments
during promotional events to help
capture more demand
Source: Google Internal Data, Global, 2021-03-16 to 2021-04-12

18. Test Performance Broad Match With Smart Bidding
● Google improved the broad match
algorithm by adding more signals which
now covers all match types. There are
unique signals available for broad that
aren’t available for phrase or exact
● Use the Optimization Score to identify any
Phrase and/or BMM keywords that can be
changed into Broad Match
● Responsive Search ads can help increase
relevance since they are served in
different combinations by Google
On average, advertisers have seen 20% more conversions at a
similar CPA
Source: Google Internal Data

19. Know Your Audience & Target Accordingly
Best used to increase
awareness: Affinity &
Detailed Demographics
Use to increase consideration:
In-Market & Similar Audiences
Used to drive
conversions & increase
loyalty: Remarketing,
CRM (customer match)
Leverage with smart
bidding to take full
advantage of signals
& reach the most
valuable customers
LOWER
MID
UPPER
19

20. Audience Testing Tactics to Consider
● If you’re looking to get your ad
in front of new searchers, now
is the time!
● Consider leveraging relevant
affinity audiences (those who
have an interest in a topic
● If you’re targeting broader
keywords (or the new
performance broad on
Google), switch to targeting
for these audiences to help
increase efficiency - aka
broadience
● Take advantage of the holiday
shopper audiences that
Google & Bing provide + any
other highly relevant in
market/similar audiences
● Mid-funnel audiences are also
a great opportunity to test
messaging more tailored to
the audience type to help
increase the likelihood of a
conversion
● Upload CRM list of past Q4
purchasers to get in front of
them before your competitors
do
● You can also consider
tailoring messaging/creative
to these users or even provide
an incentive for them to come
back and convert (free
shipping, GWP, expedited
shipping etc.)
AWARENESS CONSIDERATION LOYALTY/ENGAGEMENT
20

21. Reach High-Intent Local Shoppers in Real Time
How They Work
● Store Visits conversions are the primary
KPI
● Equal start-up budget is allocated to
each channel to monitor the store visit
performance
● Machine Learning is used to identify
channel performance and patterns to
help maximize Store Visits
● Various signals are used for ad serving to
help fine tune performance - location,
likelihood to visit, search queries,
distance to location etc.
FULLY
AUTOMATED
CAMPAIGN
TYPE
INCREMENTAL
REACH ACROSS
GOOGLE
PROPERTIES
OPTIMIZES TO
DRIVE STORE
VISITS
LOCAL
CAMPAIGNS
21

22. Highlight Store Details, Offers & Promotions
22
Search Maps Business profile YouTube Display

23. How Local Campaigns Boost Your Brand’s Visibility
● Promote your
locations to
users making
local
searches
● No keywords
needed since
business
locations are
associated to
local
keywords
● Promote your
locations to
users exploring
new places
● Reach users
when they’re
browsing
around your
location on
Google maps
● Promote store
services - like
curbside
pickup!
● Reach users
when they’re
browsing online
& using apps
● GDN has
access to 90%+
of the global
internet
population
● Promote offers
& promotions
● Reach users
globally when
they’re viewing
YT content
● >50% of views
occur on mobile
with 1B users
worldwide
● Reach viewers
who are near
your stores and
likely to visit
● Encourage
users to visit in
store
● Receive
millions of
views just when
users are
deciding where
to go next
● Interactions on
search & maps
lead here as
well
SEARCH GOOGLE MAPS GOOGLE DISPLAY YOUTUBE BUSINESS PROFILE
23

24. Phone Call Conversions
Are Important to
Paid Search Success
24

25. Online Searches Drive Phone Calls in Most Industries
AUTO PARTS
58%
say they called
after a search
Source: LSA
AUTO SALES
25%
first contact a
dealership by calling
Source: Kelley Blue Book
AUTO SERVICE
69%
book appointments
by calling
Source: Cox Automotive
BANKING
21%
call to buy after
searching online
Source: Google
EDUCATION
45%
call to convert after
searching online
Source: Google
HEALTHCARE
88%
call to book
appointments
Source: Sequence
HOME SERVICES
31%
call to book after
searching online
Source: Google
FLORISTS
55%
say they called
after a search
Source: LSA
FURNITURE
33%
say they called
after a search
Source: LSA
INSURANCE
38%
call to buy after
searching online
Source: Google
LEGAL
66%
contact prospective
attorneys by calling
Source: FindLaw
MORTGAGES
45%
call to research or
buy
Source: Bain & Co
SENIOR CARE
70%
of consumers convert
by calling
Source: Invoca
TELECOM
32%
call to purchase after
searching online
Source: Google

26. Mobile Search Drives Calls — & Mobile Spend Is Growing
Consumers running mobile
searches are
39%
more likely to call businesses
Source: Google
80 million
calls driven directly from Google
search ads every month
Source: Google
Phone calls to businesses
convert to customers
3x more
than web clicks
Source: Google
Source: eMarketer
61%
of search spend was
mobile in 2020
2x
growth in mobile
spend (2019-2024)

27. While All Search Marketers Have Digital Intelligence,
Phone Conversions Can Be a Complete Black Hole
?
?
Product
line
Landing
page
Age
range
Campaign
City
?
Gender
Region
?
Website
journey
Source ?
Search
term
Page
name
Medium
Visitor
ID
Education
level
Customer
ID
?
?
?
?
?
?
?
?
?
Region
?
?
?
?
?
?
?
?
?
?
?
Site
Goals &
Events
Browser
language
Affinity
Operating
system
App
installs Referrer
client ID
click ID
Clickstream
?
Device
Who They Are
+
Search Engine
Campaign
Ad Group
Keyword
Call Extension
Location Ext
Call-Only Ad
Website Activity
+
Intent
Outcome
Value/Revenue
Experience
?
ONLINE CONVERSIONS PHONE CALL CONVERSIONS
Data & Insights

28. To Understand the Full Impact of Paid Search,
Measure Both the Volume & Value of Phone Calls
Call Data Is
Passed to Your
Paid Search
Tools
About the Caller
● Name & Phone Number
● Device
● Day & Time
● Location Called From
What Drove the Call
● Channel
● Campaign & Ad Group
● Keyword
● Google & Microsoft Click IDs
● Call Extension or Call-Only Ad
Caller’s Website Activity
● Page Called From
● Entire Website Activity
1. AI Analyzes What’s Said
During Calls to Detect:
● If the Call Was Answered
● If the Caller Has Buying Intent
● New vs Existing Customer
● Their Product/Service Interest
● If They Converted on the Call
___________________________
Weight or Value (Such as
Est. Revenue) Can Be Assigned
to Each Conversion Type
2. Or If You Have a CRM:
● Exact Revenue Driven by Call
● Call Outcome (If It Converted)
Volume of Calls Value of Calls
+

29. Acquire More Customers
& Reduce CPA With the
Right Strategies for Calls
29

30. 1. Make It Easy for Searchers to Call From Google Ads
Location Extension Call Ad (Call-Only Ad)
Local Search Ads
Call Extension Tips to Consider
● Don’t run local ads
for calls when your
locations are closed
● Choose ad
messaging to
incentive calls
Agents are currently available to
take your call (little to no wait
times) and find you applicable
discounts. Call for a fast quote.
Call: (855) 848-6477
insuretrust.com
Ad

31. 2. Make It Easy for Searchers to Call From Your Website
Clickable Call Option
in Location Lists
Calls as a CTA on
Landing Pages
Call Option in
Header & Footer
Unlike Webforms, a
Call Button or Phone
Number:
● Takes up little space
and can fit almost
anywhere on a page
● Is easy to include
more than once on
a single webpage

32. 3. Compare Digital + Call Data for Actionable Insights
Without Call Conversions
Measuring digital conversions only
With Call Conversions
Combining digital & phone conversions
50 Online conversions
50 Phone call conversions
$10,000 Ad spend
$100 True CPA (based on total
conversions)
-50% % change CPA with call
conversion reporting*
* No net change in business strategy but
now you see your true CPA
50 Online conversions
?? Phone call conversions
$10,000 Ad spend
$200 CPA (online only)*
* Incomplete data: Does not include
phone call conversions
Benchmark & Compare
Now see what’s really driving best results
Avg value of calls from call extensions
vs.
Avg value of calls from call-only ads
vs.
Avg value of calls from website visitors
vs.
Avg value of online conversions
____________________________
1. See if all call conversions are of equal
value or if some are worth more
2. Set bid amounts based on the value
of calls and online conversions to
your business
3. If conversion values vary, have smart
bidding work harder to drive the
more valuable conversion type
VS

33. 4. Call Extensions Sometimes Drive Many Calls But Fewer
Conversions — Optimize for Value, Not Volume
Tips for Call Extensions
● Groom high- and
low-performing keywords
into separate ad groups
● Use bid modifiers to have
call extensions show up more
often for best keyword ad
groups
● Don’t run call extensions for
low-performing keyword ad
groups
100
0
“Home
insurance”
“Best insurance
rates”
“First-time
insurance”
Total calls Call conversions

34. 5. Optimize for the Days, Times & Locations Driving
High-Value Calls
Tips for Better Results
● Launch call ads & call
extensions during times
when the stores/service
centers are open
● Assess top performing
times of day/cities and
increase budgets/bids for
both

35. 6. Use Call Outcomes & Value to Fuel Better
Smart Bidding & Bid Management Results
Call Value Data Drives
Better Results
Est Revenue $250
Converted on Call
Not a Sales Lead
Sales Intent
Caller #1
Caller #2
No Conversion
No Revenue
Keywords & Attribution Data
Connected to Phone Calls
Calls Weighted by Value
Improve Optimizations to Grow
Conversions, Revenue & ROAS
Calls Scored for Intent
& Outcome & Then
Assigned a Value

36. ● Home services
franchise with more
than 150 locations.
● Use Invoca to track calls
from keywords and
connect that to call
outcomes and revenue
from CRM.
● Invoca passes call
attribution & value to
Google & Microsoft to
improve smart bidding.
How 1-800-GOT-JUNK? Increased Booked Calls
by 30% in Just 2 Months
SUCCESS
STORY
Keyword
Search Click ID
Call Attribution
Exact Revenue $
Ingested From CRM
If Booked Appointment
30%
increase in booked calls
without any increase
in spend
Smart Bidding
Leverages Call Data
If From Call Extension
or Website Visit
Day & Time

37. 7. Segment Callers Into Audiences Based on Their Intent
& Outcome
Caller #1
Intent: Sales Lead
Outcome: Did Not Convert on Call
Action: Add to Retargeting
Campaign
Caller #2
Intent: Sales Lead
Outcome: Converted on Call
Action: Suppress From Retargeting,
Create a Lookalike Audience
Caller #3
Intent: Customer Support Call
Action: Suppress From Acquisition
Campaigns

38. The Experience You Provide Callers Can Make or Break
Your Paid Search ROI
Unanswered Calls Kill
Your Paid Search Results
20%
of calls to business go
unanswered
Source: Invoca
85%
of callers who aren’t
answered by a business won’t
call them back
Source: Aircall
Bad Call Experiences
Lead to Lost Customers
52%
of phone leads don’t convert
on the call
Source: Invoca
84%
stop doing business with a
company after a bad call
experience
Source: OnDemand Group

39. 8. Monitor Unanswered & Unconverted Call Rates at
Locations & Call Centers to Detect & Correct Issues
For Unanswered Calls
● Stop running ads when locations are
closed
● Ensure locations & call centers are
properly staffed during peak call times
● Put calls from best converting sources in
VIP queue to be answered first
For Unconverted Calls
● Use recordings & transcriptions of
unconverted calls as coaching tools to
improve location/agent performance

40. Call Handling Insights Helped University Hospitals
Convert More Calls to Patient Appointments
● A top US healthcare
providers with more
than 200 locations.
● Receives over 400,000
inbound calls from
patients per month.
● Use Invoca to optimize
for keywords driving
appointment calls and
to detect issues with
caller experiences.
SUCCESS
STORY
● UH marketing team could see now see
that 29% of paid search phone calls were
routed to a physician messaging service.
● And of the 5,800 calls a month going to
that service, only 10% resulted in patient
appointments.
● Improved call coaching for that service
has resulted in far better conversion rates
— now 68% of callers are booking
appointments, leading to significantly
better paid search ROI

41. In Summary, Adopting the Right Strategies for Calls
Accelerates Your Paid Search ROI
2.
Compare
the call volume/value to
online conversions to
see what’s driving the
best results
4.
Monitor
calls to locations and call
centers to correct issues
impacting
conversion rates
3.
Optimize
for the keywords, ads,
times, and locations
driving the most
conversions and ROI
1.
Tailor
your search ads and
websites to make it easy
for consumers to call
your business

42. Paid Search Fueling Your Larger Marketing Funnel
Considerati
on
Purchase intent
Purchase
experience
Purchase Purchase
AWARENESS
Reach new users
with non-brand,
broad match types
& affinity audiences
PURCHASE INTENT
Ensure brand ads and call
extensions are showing
when users are at the point
of conversion
CONSIDERATION
Re-engage with site
visitors with in market &
similar audiences
Awareness
Interest
Consideration
Intent
Evaluation
Conversion

43. Visit Invoca.com to request a demo of the Invoca platform and access best
practices on using conversation intelligence to improve marketing & sales results
The #1 Call Tracking & Conversation Intelligence Platform

44. Schedule Your
Consultation
with a Search
Expert

45. Q&A

47. Thank you!

48. Conquering Q4: A Holiday
Planning Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET