This interview with Fred Vallaeys of Optmyzer, is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation.
McKay Allen: Yeah, you bet, Fred, thanks for that, it was awesome. Let’s get into questions if we can quickly. The first couple are about phone calls specifically. So do you see any trends in 2016 relating to phone calls and phone call data? Because that kind of fits into what you were talking about with mobile a little bit and some of the trends there. And that’s certainly what we’re seeing. As mobile increases, phone calls are increasing to businesses. Do you see the same thing?
Frederick Vallaeys: Yeah, exactly, given that more and more searches happen on mobile devices. Let’s not forget why the phone was invented and that was to talk to people, so having that call button on there, or having that tracking phone number on there, certainly means that sometimes people might call. Also think about when people are on mobile devices, they’re often out and about, they’re not necessarily highly engaged in the task. They might be on their commute home. I might be walking to the office, so that’s a great time for me to just speak to someone as opposed to be heads down, and look at my tiny little screen, and then run into the lamp post that I didn’t see coming up. So, yeah, I think this is going to continue growing.
McKay Allen: Yeah, I agree. Okay, let’s get into some of the specifics here. Amori asks, he says, “How do you use the AdWords cross-device reporting, given that it doesn’t see the entire path when it comes to optimizing across channels?” So I think what he’s saying here, is obviously AdWords doesn’t have total visibility, so how do you make sense of that in terms of the reporting that AdWords offers?
Frederick Vallaeys: Yeah, listen. Amori, thanks for that question, thanks for being a customer. So one of the things that I tend to say is, I don’t believe in attribution. Right? Which is maybe a little bit weird given that I just talked about you should do attribution. The problem, I think, is that marketers, they tend to use numbers and then they will try to make them say whatever the boss wants them to say. You use those numbers to justify the budgets that the marketing team gets. You use those numbers to make somebody happy so that you can continue doing what you’re doing.
The problem is with attribution, we are limited to what Google gives us. So I do have high confidence that Google takes that very seriously and those numbers are very valid, but they’re incomplete, like you’re saying. But it’s equally incomplete for everybody else you’re competing against. So you have to understand, do you want to look at offline conversions, cross-device conversions, do you want to factor that into how you value your spend with AdWords? If you do, then you’re probably going to be more competitive than someone who doesn’t. Right? So it has to go back to your philosophy, how you think about the world. But you do have to keep in mind you’re competing against a lot of other advertisers, and if they take the view that they absolutely believe all the data Google gives them, they’re going to be able to afford higher bids. So at some level, whoever your boss is, try to convince them of a situation based on the numbers you have that says they should be spending more on this because if you don’t, somebody else will and they will eat you for lunch.
McKay Allen: That’s a great point. We get the argument from people sometimes…well, because our conversation analytics feature, it analyzes the words, and phrases said on phone calls to determine exactly what happens on those calls. And people say, “Well how accurate is it, how accurate is it?” Well, it’s really accurate. And they’re concerned about the 5% of the times where it misses something. The bottom line is, you’re still right a lot, right? And the more data you have, the more, as you say, a convincing case you’ll have to spend more money on a certain campaign, or tactic, or ad group. So yeah, I’m with you there. That makes a lot of sense.
Okay, so we’ve got a specific question about someone who’s using HubSpot here. So they’re using HubSpot…Barry asks this. He says, “Using HubSpot for targeted marketing,” and he could see using customer personas as re-marketing lists. Does this sound like a good idea with what you’re talking about, Fred?
Frederick Vallaeys: Yeah, absolutely. So whether you use HubSpot or some other system, we use MailChimp, for the email that we sent out to invite people to this webinar, and we have all these different systems. Honestly any place where you have email addresses and you have permission from those users to market to them or to reach out to them, that’s a great starting point. But I think of course the more that you can have an integrated approach, that it’s not just one thing sitting in HubSpot and a different thing sitting in MailChimp, that’s going to allow you to better understand that customer as a whole and do more reasonable things with them, as far as it comes to marketing.
McKay Allen: Okay, that makes a lot of sense. And then one final question here, what would you say is the single most important thing we need to remember, and maybe put into practice, relating to AdWords as we head into 2016? What’s the number one thing that we need to be paying attention to, Fred? Kind of putting you on the spot there.
Frederick Vallaeys: No, that’s fine. I’ll give you my answer, and then I’ll give you an answer of a smart person who I really respect which was different than mine. So my answer is we need to remember that code and programming is the language of the future. And I think as marketers, as we see custom automation, as we see big data, being good at math, being somewhat conversant in programming, to be able to offload some of those routine tasks that we do, at the most basic level it means being able to talk to a developer and actually explain what you need them to build for you.
Because like I said, there’s a lot of developers who don’t know PPC. We know PPC, but we also need to be able to speak the language of the developer. So I think that’s a big trend that’s going to help people become much more successful in this line of careers, going forward next year, but many years going forward as well.
Now the other point, this was Larry Kim from WordStream, I really respect what he said. But he said, “Let’s not forget we’re all marketers. We talk about bids, we talk about custom audiences, but at the end of the day, let’s remember we’re talking to people. We’re trying to convince them to do something, we’re trying to help them with the solutions that we have. And that’s really about marketing, that’s about messaging. That’s about having the right Product, the right Price, the right Place, right? The three Ps of marketing. So let’s remember all of that as well, and let’s see how we can bring that back to the core of what we’re doing.
McKay Allen: That’s great. You can’t forget that in the whole…sometimes we get so bogged down in the data, we forget we’re actually talking to people, so that’s important, I agree. Well, Fred, thanks again, we appreciate it. We’re getting still a lot of questions about the recording. The recording will be emailed back to you, everybody, and then of course you can go to convirza.com, click on resources, or drag over resources and then go to webinars underneath there and that will show up later today as well.
So thanks for joining us everybody. Tomorrow we have another webinar with a great agency out of Manhattan called Mainstreet ROI. They’re going to talk about some of the general marketing trends they’re already seeing as they get into 2016. So Fred really delved into the AdWords. They’re going to talk about a variety of different things, so join us for that webinar as well. And yeah, Fred, thanks man. Any final thoughts?
Frederick Vallaeys: Well, thanks everyone for attending. Go have a great New Year, lots of success on that PPC, and I’m sure I’ll see everyone again on another one of these webinars.
McKay Allen: Awesome, Fred, thank you very much.