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It’s getting tougher to win at PPC. Auctions are becoming more intense, costs are rocketing, and media budgets are shrinking.
Marketers are under pressure to do better and, fortunately, AI-powered campaign types and bidding tools are here to help.
Feeding those tools the rich, high-quality data they need to deliver top-notch results has always been challenging. Especially when complex integrations or a lot of manual work have been required. These challenges have prevented many marketers from leveraging rich signals from offline sources like phone calls, which convert 10-15 more times revenue than web leads according to BIA Kelsey.
Thankfully, having to choose between this type of campaign rocket fuel or the time and cost associated with unlocking and actioning it is now a thing of the past.
A ‘Smarter’ way to optimise
The latest addition to the suite of tools in the Infinity Hub, Smart Outcomes, uses AI intent and outcome spotting to help marketers automatically categorise their best calls and share data about where they’ve come from across their stack.
Smart Outcomes product guide
for marketers
Piping this data directly into your bidding tools has a significant impact on PPC performance – with conversion rates shooting up 300% in some cases.
By using phone call data to highlight key areas of improvement, we’ve been able to adapt our paid media strategy to save money and drive up conversions.
Rachael Harker | Digital Performance Manager, Specsavers
The AI brain that powers Smart Outcomes learns incredibly quickly. Categorisation based on intent and outcome happens as soon as it’s switched on. And thanks to fast machine learning capabilities, you’ll start to see results in as little as 30 days.
From day one, all the insights captured by Smart Outcomes will be available in the Hub.
At a glance, you’ll be able to see the impact your campaigns are having. And while your bidding tools are working their magic, you’ll uncover more actionable insights to improve conversion rates by channel or location.
Seeing a ton of calls with the right intent but the wrong outcome? The reports in the Hub will help you diagnose and action a fix.
Understanding what leads to high-value phone calls has always been a critical step for marketers who want to fully optimise their paid media activities. But taming large data sets and acting on insight fast has always been a challenge. Using AI to remove this barrier will enable more marketers to take this step and improve performance without the need for dedicated data science resource.
Daniel Wilkinson | Chief Solutions Officer, Infinity
How Smart Outcomes works
Smart Outcomes helps marketers automatically drive down CPL and maximise ROAS by aggregating and sharing data with bidding tools. All marketers need to do is configure the tool to spot the intent and outcomes that indicate a high-quality call conversion. Depending on the sector you’re operating in, these could be events like:
- Test drive enquiries
- Holiday bookings
- Meeting requests
- Appointment reservations
- Over-the-phone sales
Once set up, Smart Outcomes will work behind the scenes to:
- Identify calls with the intent and outcomes you care about most
- Connecting quality leads to the campaigns and keywords that led to them
- Share that data with your bidding tools so they can optimise your media spend
- Automatically drive down CPL and maximise ROAS.
Learn to build an AI feedback loop
Get the guide
Watch the webinar
What happens when you start optimising with call intent and outcome data?
Far too many marketers overlook offline conversion data like phone calls when feeding their tools signals that will help them drive better results. Call intent and outcome data helps lower costs per lead and increase ROAS and, now it’s easy to capture and share this data, there’s no excuse for not using it to optimise!
Teams who’ve started to leverage this data are seeing impressive results. By plugging call conversion data into Performance Max, Stoneacre have improved campaign performance significantly:
- 21.1% increase in average order value
- 300% more sales calls from PPC
- 79% increase in ratio of PPC clicks to calls
Connecting these crucial pillars of data has helped us make real commercial strides with our digital targeting.
Mark Zavagno | Digital Operations Director, Stoneacre
The Smart way to drive the results you need
Over the last decade, we’ve built strong relationships with digital marketing teams by helping them overcome attribution challenges and impact the metrics that matter most. I’m looking forward to seeing the AI-powered tools we’re adding to our suite strengthen those relationships. Ultimately, our aim is to help our users automatically optimise for the outcomes they care about so they can maximise returns and claw back some much-needed time.
Keen to see Smart Outcomes in action? Join us for a live webinar on February 6th at 3.00 pm [GMT]
Ready to give your PPC campaigns a shot in the arm?
See Smart Outcomes in action and get to grips with the power of your call data
Book a demo
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