PPC and Call Analytics: Q&A with Gerry Routledge
This interview with Gerry Routledge of Acquisio is part of our Convirza Webinar Series, where we interview marketing experts from across North America. To view the transcript of Gerry’s entire presentation visit our webinar library. The transcript of the Q&A portion of the interview, with our Director of Content and Communications, McKay Allen, can be read below.
Madison: So one of the questions was “Is there a cost to integrate Convirza into Acquisio?”
Gerry: Well yeah, I guess I’ll take that. Yes, there is a cost. We have a setup charge and a monthly cost per agency. So it would be $250 typical is a setup charge and then $250 a month, again, spread out with as many client accounts as you have in your agency that you’re actually connecting back into Acquisio. So at that point it’s pretty much a flat rate.
McKay: Great. And then of course you would have to be a client of both of our services obviously in order for it to work. I think Gerry went through the process there in his last slide, so yeah. Thanks Gerry.
Madison: Great. Another question here was “How long are the URLs active to have the call downloaded? Is there a limit on how long the calls are available?”
McKay: Within the Acquisio platform, I’m not sure of that. Gerry probably can speak to that better. But we keep the calls in our system for years. So they are available for a long time. I don’t know how long they are available within the Acquisio platform.
Gerry: Our call data is available forever. For example, if you’re working with bringing in search data from search engines and things like that, we go back to the beginning of the history of the campaign when we first import them and that data stays on our system forever. The same thing happens with all the call data. We never delete it. You’ll always be able to look back two, three, four years, do year over year comparisons in your reports and anything like that. We never delete anything.
Madison: Great. Another question is “Is the necessary API taken from the Convirza side?”
Gerry: The API in this case is Acquisio pulling from Convirza API, yes. Convirza has the API, and then we connect to it. That’s why as part of the integration you’ll receive the connectivity information, the credentials, which you’ll then give to Acquisio. So Convirza will have to open up the account and say, “Yes, this is now API active. Take these credentials. Give them to Acquisio,” and then Acquisio will use those credentials. The client is the one in the middle handling it. And from that point on we’ll be able to access Convirza API on behalf of the client.
Madison: Okay. And another question. “Do you have an opportunity to customize words for your industry, for quality conversion etcetera?”
McKay: Yes. I’m assuming Philip is talking about the words in the calls that we analyze. And the answer to that is yes. So essentially, the way our system works is we’ve spent millions of hours, literally, making sure that our system is extraordinarily accurate. We have data scientists, we have speech people on it, and they are constantly reviewing their data, constantly making sure that the system is more refined, and more refined, and more accurate and more accurate, and more specific. And so we think that our system will cover most of your industries very, very well, but if you have a specific use case that’s something we can talk to our team about and talk about a custom indicator, we call it integration. So that’s something that can be done. Our hope and our assumption is it will work for you without that but it is something that can be done.
Madison: Another question is “What is the best browser to use for Convirza and Acquisio to perform its best?”
McKay: We try to be browser agnostic but my personal preference towards Chrome but it works pretty well with Firefox as well.
Gerry: Yes, same answer for Convirza.
Madison: Okay, and “How soon will you get the missed call opportunity once it goes through conversation analytics?”
McKay: That’s a great question. So it depends on a couple things. It depends on the volume, and it depends on your specific settings. The real thing that takes time is analyzing the calls themselves with our system. We’re talking a matter of minutes. So you’ll have that information very quickly but some people choose to have that information delivered to them in a weekly summary, for example. So they may not want that that quickly, but Mark asked a great question about that. I think it really just depends on what you want and how quickly you want that information to you, but it is within a matter of minutes, not very long.
Madison: Okay, great. Another question here. “Are the services that Convirza and Acquisio integration offers provided by anyone else in the industry? If so, what are the differences in price?”
McKay: Let me take this one first if I can, Gerry, and then you can speak to it more. So are there other integrations with services like Acquisio and Acquisio and other call tracking companies? Yes, there are. However, the data that we provide is not just based around call duration and whether or not a certain keyword or group generated a phone call itself. The data we provide is about the quality of the call and what happened on the call. And we’re the only company that does that within the space. And so, yeah, you can find other call tracking integrations, but you’re not going to find this level of data regarding what happened on the call and whether or not the call was a good one or not, which you can then build into your bidding automation. So that’s my two cents on it. Gerry, any additional thoughts?
Gerry: Yeah, the question about what are the differences in price, well, from the Acquisio side, there’s no differences in price. We do connect with a number of different call tracking companies, and the pricing is always the same. Although I have to say that the Convirza integration and the Convirza metrics, the conversation analytics is something I have not seen before with any other client. So in the end, I guess the clients are the ones who get to determine which is the one they want to use, but I’d say that Convirza is in fact a very robust and granular in details integration that we’re very pleased to be working with.
Madison: Great. Now somebody had asked, “How do you handle security of personal information on the phone recordings, i.e. credit card information?”
McKay: Good question. So there’s great aided access to the recordings, first of all. And so within organizations people can control who can access that information. That’s the first and most important thing to understand. So we have clients in cash paying medical, for example, who want that personal information. They want to make sure it’s limited to a very small number of people who have access to it. That’s the primary way. There are some other backend things but that’s the primary way. We can get more specific with that sort of security stuff. I see Chris asked that question. We can email Chris specifically about that. So it’s a lot with the great aiding access to the information.
Madison: Somebody had asked if it was available in Spanish.
McKay: No. Conversation analytics is not available in Spanish. It is available in English only at this point. So Pablo asked that, I see, and yeah, it’s only available in the English.
Madison: Okay. Another question. “If I’m already a customer of both Acquisio and Convirza, is there an integration fee?”
Gerry: Yes, I see Steve asked this question. As I mentioned before, there’s a setup fee for the agency and then there’s a recurring monthly fee. This is from the Acquisio side. So the actual setup of the account where we sit down and work with you to work out the mappings and where all the data is going to go and so on, that’s a $250 setup fee. The monthly recurring fee is another $250. Now as many clients as you have, you can run through on that same $250. So it’s $250 to set up, $250 a month plus over and above that any fees that you have to pay to Convirza.
Madison: Great. Now McKay, it seems this one is for you. “When you explained about conversational analytics, could you touch on how it would apply to the service business, considering a good portion of the calls are just asking for estimates or quotes?”
McKay: Yeah, that’s a great question. So a lot of our clients, when we developed this, were in that space, and so it actually is a perfect fit because we know you’re not going to have, in most cases I should say, you’re not going to have a purchase made over the phone, but you may very well have an appointment made over the phone. I need to have my car taken care of or looked at at this time. And then also there’s an indicator within our conversion metrics that is an intention to buy, so that’s somebody asking for a quote or a contract or something of that nature that basically there’s not money changing hands right now but there will be based on the future communication between that prospect and the business. So it works super well in that industry. I see Ed asked that. It works really well for that space.
Madison: Okay. He’s another one for you McKay. So this person has said, “Marchex also claims to provide lead quality indicators, so what is unique about Convirza?”
McKay: Well, that’s a great question, and I’ll get into the specifics, but let me say I claimed at the start to be a world-class sprinter as well, so just for some context. What’s unique about our service is this. We’re familiar with other services. There’s a couple of companies. So like Invoca, for example, they have a tool that allows you to actually see how many times certain words are said on calls. That’s useful in and of itself. I think that’s cool. But they don’t provide a lead quality metric, for example, or a conversion metric. It’s more of just how many times was the word “tire” said on the phone or whatever. Marchex, what they do, is they do a lot of telephony analysis. So they can tell you how much silence there was on the call. They can tell you how much time the call rang for. They can tell you how fast the person spoke, things like that. But in terms of actually analyzing the call with built-in algorithms for lead quality, they don’t. Our tool does that and it took us a significant amount of time and energy and money to develop that. And so I’ll put it this way. We’ll put our lead quality and analysis up against anybody who claims that they have that.
Madison: I think this is the last question here and it is “Does Convirza integrate with Bing advertising?”
McKay: You know what? We have web hooks and we have a API connectors but Shane, I don’t think we’re directly integrated into the Bing advertising platform right now, and that’s something for our team to look at. So I’ll send a note to our product team to look into that. I’m sure they are already. Great question, Shane.
Gerry: Also by running it all through Acquisio, the Bing campaigns and the call tracking metric
s can be put together quite simply, and from a reporting and optimization standpoint, again, it’s the same thing. You can optimize the Bing campaigns. It doesn’t have to be Ad Words. And even over and above that, you can combine conversion types in lots of different ways within Acquisio. For example, if you wanted to say a phone call is a conversion, and an app download is a conversion, and the view of a particular page is a conversion, you can put them all together and say, “This is my total conversions.” So you can create these customized total conversions that include conversion types coming in from Bing ads as well, plus the calls, plus other things, and just view them all in Acquisio.
McKay: It’s great. Well, and that’s, I think, the coolest thing about this integration, to be honest, Gerry, is that because so many people rely on you when they’re running these paid campaigns, the paid search campaigns, man, what an incredible opportunity it is for paid search marketers to have this level of call analytics regardless of where they are doing their paid search marketing. I mean that may be one of the coolest things about it is they can access all of it within your dashboard.
Gerry: I agree. It’s a totally new dimension that takes you outside search and enhances search with the call metrics and the analytics. Very, very sophisticated.
McKay: Yeah, very cool stuff. Any other questions, Madison, that you see?
Madison: No, I think that’s it. Thank you very much.
McKay: Awesome, thank you for moderating that. My last thought here, and then I’ll let Gerry have the last word, the thing that I want to stress with this integration is twofold. Number one, this, as Gerry just said, opens up a whole new world for search marketers who had been relying f
or a long time upon whether or not a keyword group or however they’d get a structure generates a phone call, which is useful. Don’t get me wrong. That’s useful stuff. But it’s pretty limiting also. Now, and this is my second point, to have the ability to actually see within your Acquisio dashboard and then to make automated bidding decisions based on this data, “Okay, this specific ad had this many phone calls and it had this many dissatisfied callers, and so we want to do Y with this automation and this bidding strategy” or “This specific group had this many phone calls and 90% of those calls were good leads so suddenly we’re now able to justify raising our bid for these keywords because it’s working.” Man, what a cool thing to be able to automate. I mean this, I think it changes the game for search marketers, honestly, especially if you’re doing a fairly big ad spend on a per-monthly business. I think it’s a game changer. So that’s my final two cents, Gerry, and thanks for explaining exactly how it works to everyone.
Gerry: Well, I don’t really have that much more I could add to it. I think you’ve explained it very well. We’re proud of this integration. We’re very pleased. We’ve worked hard at it, being able to get Convirza data into Acquisio and be able to make it actionable. So in that regard, we’re just really pleased and looking forward to going forward with it and we’re hoping that a lot of people will take advantage of it.
Gerry: There is a question coming in from Patricia there.
McKay: I see that, yeah. She says, “Do we have to upgrade up our current Convirza customers
to have all of our calls analyzed in conversation analytics in order for the integration to work?” Yes, and yes and no. So the integration will work; you just may not be able to get all the data you would like to get in Acquisio, I mean if you’re not upgraded to a certain level of account within Convirza. But the integration will work; you just have to go through the process, as Gerry mentioned. In terms of having your calls analyzed via conversation analytics, yeah, there is a certain account level but I believe all of our accounts allow some call analysis. It’s just really how many calls you want to analyze every month. So if you want to analyze thousands of calls, it’s probably going to require a certain level of account. So yeah, talk to your account manager on that, Patricia, and I’ll actually have someone reach out to you on that just to clarify your exact situation, because every situation is going to be a little bit different.
Gerry: Right. From the Acquisio standpoint youdon’t have to have, for the conversation analytics, you could, for example, report and optimize entirely on the regular call metrics like call count and things like that. It’s just that it’s very advantageous to have the conversation analytics in there as well because you can make your decisions a lot more intelligent.
McKay: Agreed. Agreed. Well, Gerry, thanks sir. Madison, thank you for reading the questions. Again, everyone watch for an email from us tomorrow morning that’ll have the recording attached to it so you can access that and listen to the webinar, watch it again. And please share this with people in your organizations. I would really, really encourage you to take advantage of this integration because, honestly, the ability to get more data like this and then automate actions out of it, really cool stuff. So thank you to the Acquisio team, thank you to Gerry, and thank you to Madison, and thank you to all of you. Have a wonderful day. Bye-bye.