Search and local search platform provider Kenshoo, which competes with Marin software in the general paid search segment and Clickable, among others, in the local search realm has introduced what it calls “Call Conversion Optimization.”
The company has integrated call tracking from several providers into its automated paid search platform. Call Conversion Optimization, according to Kenshoo, automatically adjusts bidding in response to ads that are driving calls rather than resulting in mere clicks. (This theoretically could capture ads that contain phone numbers and deliver a call without generating a click.) The system thus learns to optimize bidding for those ads and keywords that are generating the phone calls.
This was something that Who’s Calling was seeking to do a long time ago, but they never brought it fully to market. Otherwise Kenshoo told me that they believe this capability is unique. Here’s how the press release describes it:
Designed specifically for organizations managing high volumes of SMB, regional, store or dealer campaigns, KENSHOO Local simplifies and automates client on-boarding and ongoing campaign management. Focusing on SMBs, who typically measure ROI from paid search campaigns by actual phone calls received, Kenshoo now empowers agencies to maximize return on the spend of their SMB clients.
Filling the gap between online optimization and offline conversions, KENSHOO CCO allows IYPs, CMRs, agencies and retailers to apply search marketing to the real world interactions of selling their products and services. By integrating with industry-leading call tracking providers, KENSHOO CCO creates a unique closed-loop feedback mechanism between the online PPC campaigns and the phone calls they generate, continuously optimizing keyword bids to maximize the number and effectiveness of phone call conversions . . .
And here is a slide provided by Kenshoo that illustrates the process (click to enlarge):
Todd Herrold, director, product management for Kenshoo Local told me that call tracking can be integrated at “any level,” from ad creative to individual keywords. I pressed him for specifics and metrics, but he said the company wasn’t quite ready to release that type of information about its clients or the product.
However he did describe some pretty interesting work the company is doing with at least one of its clients to integrate with the latter’s CRM system and factor information gleaned by live agents into the process — so moving beyond the call into a subsequent interaction with a sales or customer service rep.