Marketing software company Kenshoo and call tracking provider Delacon have teamed up to enable companies to include call tracking data generated from search marketing campaigns along with other conversion activity to enhance paid search results for brands and agencies.
Advertisers that drive business through phone calls can use data imported by Delacon into the Kenshoo suite to understand what digital marketing placements lead to a phone call and can automatically reallocate budgets to the highest performing ads. Without accurate call tracking data it is difficult for brands to reach their optimum performance as campaign metrics aren’t providing a complete view of all the data sets available.
“Kenshoo integrates with Delacon’s call tracking solution to help better understand the online to offline conversion story,” said Liam Walsh, Kenshoo VP, Australia and New Zealand. “We leverage call tracking data to map inbound calls back to the keywords prospects used to begin the search journey. This allows for more accurate optimisation as our software can automatically adjust bids against campaigns and keywords based on the volume of phone calls as a principle conversion option.”
Walsh added: “Our solution also allows for better attribution modeling to optimise towards keywords that are driving the most calls and sales. By teaming with Delacon, Kenshoo can apply additional parameters such as the length of the call to ensure only the most effective calls are optimised.”
Delacon’s Integration Specialist, Lyndon Barnett said, “Research shows that 70 per cent of mobile searching results in a call and 43 per cent of all web search-related sales conversions take place on the phone,” said Barnett.
“Calls are an important conversion option and the associated data, when used appropriately, can directly lead to a greater return on investment for digital marketing campaigns. Prospects that call are usually closer to making a purchasing decision and they generally yield a higher value sale.”
By sending call data captured by the Delacon system to the Kenshoo platform, brands can more accurately measure campaign success and then optimise keywords and campaigns by including all available conversion points. Ultimately, using the sophisticated automated settings in Kenshoo, brands that use call data in tandem with “click” data, can add a higher weighting to the call conversion.
Barnett added: “Additionally, the Delacon system captures various data pieces around the call that may also be useful to brands. The call duration, the search engine the customer used before they made the call, and even the type of device that used during the browsing session can all be used to provide interesting insights around a prospect’s online behaviour.”
Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]
In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]
Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]
As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]
For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]
Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]
Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]
Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]
The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]