Bids are optimized to generate the maximum number of calls for the lowest cost per call. The problem is, not all phone calls are created equal. Some calls are much more qualified and valuable than others. The trick is to know which ones.
If you’re in an industry where sales occur offline, sales data is often not available for marketing optimization.
Even when sales data is tracked perfectly, with big ticket items (e.g. cars, homes, loans, contracts, or admissions) there is generally not a high enough volume of sale events to allow for statistically significant keyword bid decisions.
SPARC uses your valuable sales pipeline & call data to bid on the keywords that really matter.
SPARC produces goldilocks call data: that is plentiful enough to be statistically significant but still meaningful enough to use for bidding decisions.
By identifying qualified calls, SPARC allows us to track not just which keywords generate calls, but which generate QUALITY calls.
1 First, we help clients establish the definition of a “qualified lead” and establish a process of creating a reporting circuit through which qualified leads are reported back to the marketing team. We can pull this data from your CRM system or from any format you provide.
2 Examples of a “qualified lead” would be: an insurance verification for an addiction treatment center, a loan application for a mortgage broker, or it could be a subjective evaluation by your staff.
3 Next we analyze the client’s sales records to determine the precise value of each qualified lead, e.g. how many qualified leads it will take, on average, to produce a sale.
4 We then use this data to accurately predict which keywords will produce high quality leads, and set bids accordingly.
To read a specific client case of how SPARC works click here.
How more qualified calls benefit you:
How accelerating optimization benefits you: