As mobile search has become more important to 1-800-GOT-JUNK?’s marketing efforts in recent years, solid data to share with franchise partners about results was needed. Well over two-thirds of visitors to their website arrive from searches conducted on mobile phones. And mobile bookings in 2019 were more than 40% higher than they were in 2018. But without a way to track call outcomes, the team was unable to effectively gauge marketing performance in the call center for 1-800-GOT-JUNK?.
An important step in their customer's journey is contacting the company via Google click-to-call paid search ads. Customers will be browsing online and hop on the phone to discuss their needs and book appointments. They will click on the phone number linked through the website, display ad, social ad, or wherever their online journey landed. This created a big attribution problem for the 1-800-GOT-JUNK? marketing team.
“We couldn’t see job outcomes from a click-to-call. All we could see was the click.”
Without a software solution that could track and analyze these phone calls, the marketing team lost visibility of their customers’ actions as soon as they got on the phone. This changed when 1-800-GOT-JUNK? reached out to Google Canada and was connected to Invoca.
“We did not have the right product to help O2E attribute its marketing campaigns to outcomes,” said their ad rep at Google. “So we were facing a similar challenge in that we couldn’t track and attribute outcomes in the call center to our ad performance. That meant Google’s Smart Bidding algorithm could not effectively surface the best campaigns for 1-800-GOT-JUNK?.”
As a result of Invoca’s help in closing the attribution loop, 1-800-GOT-JUNK? has seen bookings increase by 10%, without any incremental spend. The call conversion rate also has risen by 20%, and the number of booked calls has increased by 30%. “These are fantastic results for a business our size,” said Setzo.
“For the first time, we can see true ROAS, particularly for paid search, and that’s crucial because our franchise partners are now increasing that spend. It’s essential that we get it right, and thanks to Invoca, now we can.”
Using the Invoca platform has dramatically improved the morale of the marketing team at O2E Brands, too, according to Fitzgibbon. Her team now feels they are working with a really relevant tool — one they can use to measure their work more effectively and help them do a better job of helping the company’s franchise partners succeed.