How to Supercharge Performance Marketing

See How to Maximize the ROI of Your Performance Marketing with Invoca

Phone calls are often the most valuable conversions your marketing campaigns can drive — these leads are highly motivated to place a purchase. Invoca gives you the ability to track and optimize for phone leads the same way you do for online conversions. 

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"The results with Invoca have been phenomenal, to say the least. The benefits are constantly compounding with such minimal lift for the returns. I’ve never had a product where I spend more time selling people on the results than doing the work to get it going."

-Charlie Farrell, Senior Manager of Search Engine Marketing at Rogers

Are You Getting the Most Out of Your Performance Marketing? 

Having the right data is critical for performance marketing because it enables you to make more informed decisions. By analyzing and interpreting data, you can identify trends, understand customer behavior, and optimize campaigns to achieve better results. If you aren’t tracking data from the phone call conversions you drive, you may be allocating your budget ineffectively. 

Marketers Need Clear Pictures of Channel Performance

If you’re having trouble getting a complete picture of how your campaigns perform across all channels, you’re not alone — according to a recent study, 62% of marketers fail to attribute revenue to the inbound calls they drive. 

Inaccurate Measurement Leads to Poor Decision-Making

A lack of measurement data can make it hard to assess the effectiveness of your campaigns. Without sufficient data, you may be forced to rely on assumptions or anecdotal evidence, which can lead to inaccurate conclusions and misguided decisions. This can result in wasted resources, missed opportunities, and lower ROI. It’s also likely that you are underreporting the revenue your marketing drives, which puts your budget at risk of being cut.

Knowing Which Channels to Optimize Can be Tricky

With so many channels and touchpoints to manage, it can be difficult to optimize performance across the board and allocate resources to the most effective channels. Without the right measurement in place, it can be challenging to identify which tactics are working and which ones should be abandoned or modified without sufficient data.

Data Silos Can Leave Marketers in the Dark

Data from different marketing channels and touchpoints is often siloed in separate platforms, making it difficult to integrate and analyze holistically. You may miss important insights or trends because you can’t see the big picture. 

AI-Powered Conversation Intelligence Is Your Secret Weapon for Better Performance Marketing

Attribute phone calls to the channels that drove them

When you can measure your true marketing performance with attribution for calls, clicks, and outcomes, you can optimize campaigns to significantly reduce your CPA. Invoca’s AI-powered conversation intelligence makes it simple to get granular call attribution data — down to the search keyword level — so you can see exactly how a customer interacts with your campaigns and website before they pick up the phone. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns, stop wasting budget on low-performing efforts, and drive more high-value phone leads.

Optimize your bidding strategy with call conversion data

When you track click-to-call button presses, you have no way of knowing if the resulting conversations were actually leads. Invoca solves this problem by analyzing conversations with AI to determine which were qualified leads and which were non-sales related.

With Invoca’s call outcome data, you can easily optimize your campaigns to drive more conversions at a lower cost. You can integrate call outcome data with your bid management tools and optimize your bidding strategy to generate more phone call conversions. 

You can also use Invoca data to inform Google’s Smart Bidding algorithm, allowing the AI to make more effective bids on your behalf and scale your results. Learn more about our Google Ads integration here.

Capture actionable insights from phone conversations

You can use Invoca’s AI to analyze phone conversations and flag phrases of your choosing or discover trends at scale. With these powerful voice-of-the-customer insights, you can update your copy to speak your customers’ language, identify new search keywords, or correct customer experience issues that are harming conversion rates.

With Invoca Signal AI Studio, you can get out-of-the-box algorithms or train your own custom algorithms to detect conversion events, call outcomes, and other important conversational topics as soon as they happen. You can stream and activate your conversation data across hundreds of platforms as soon as the call ends to optimize bidding strategies, build targeting audiences, and enrich CRM and CDP data.

Powered by unsupervised machine learning, Invoca Signal Discovery automatically groups customer conversations into topics so you can easily identify trends from tens of thousands of conversations and take action on them in real time. 

Integrate with your marketing platforms for one seamless experience

There’s no need to change your existing workflows — Invoca integrates with the top marketing tools so your data is always where you need it when you need it. This includes your bid management tools, web analytics tools, CRM, CDP, and more.

Invoca offers no-code integrations, which make it quick and easy for teams to activate call attribution data in their tech stack, without developer resources or custom code builds. Popular no-code integrations include Google Ads, Google Analytics 4, Search Ads 360, Microsoft Advertising, Meta Ads, Salesforce, and Tealium. See our full integration library here.

Transform Your Performance Marketing Campaigns with Invoca

"Invoca shows us the true, verifiable number of sales calls our marketing campaigns drive. It’s helped us significantly increase our conversion rates."

-Brian Todd, Senior Business Analyst at BBQGuys

Request a personalized demo to see Invoca in action 

Today’s Performance Marketing Challenges Make it Harder to Hit Goals

Fragmented customer journey 

Today’s consumer interacts with more channels than ever before during the buying journey. This fragmented experience makes it challenging to accurately measure the impact of individual touchpoints on sales and other key performance indicators. Invoca solves this by connecting call conversions to the online customer journey.

Rising advertising costs and reduced budgets

As more advertisers compete for the same audience, the cost of advertising on popular platforms such as Google and Facebook can increase, making it more difficult to achieve a positive return on investment (ROI). At the same time, many marketers are facing reduced paid media budgets. Marketers can combat the growing cost of digital advertising and budget cuts with Invoca — it helps teams drive more leads cost-efficiently, maximizing return on ad spend.

Stricter privacy regulations 

Privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have limited the third-party data marketers can collect. Invoca allows marketers to overcome this data gap by tapping into first- and zero-party data from phone calls.

FAQs About Performance Marketing 

What's the difference between brand marketing and performance marketing?

Brand marketing is focused on building long-term awareness and credibility for a company or product. It aims to create an emotional connection with the audience, establish brand identity, and communicate the values and personality of the brand. Brand marketing campaigns are usually measured by metrics like brand awareness, recall, and impressions.

Performance marketing, by contrast, is focused on driving specific actions or conversions from the audience. It aims to deliver a direct response, such as an appointment, form fill, or purchase. Performance marketing campaigns are usually measured by metrics such as return on ad spend (ROAS), cost per acquisition (CPA), and conversion rate.

What’s the difference between growth marketing and performance marketing?

Growth marketing is focused on achieving sustainable business growth over time. It takes a holistic approach to marketing and involves experimenting with various strategies to achieve growth. Growth marketing may involve performance marketing tactics, but it also includes other areas such as product development, customer retention, and viral marketing. 

Performance marketing, on the other hand, is focused on delivering specific actions or conversions from the audience. It aims to achieve immediate and measurable results through targeted campaigns, such as increasing sales and revenue. 

What are some common performance marketing channels?

  • Paid Search: Paid search involves bidding to have your ad displayed in the search engine results page (SERP) when users search for certain keywords.
  • Display Advertising: Display ads appear on third-party websites and can be targeted to specific audiences based on demographics, interests, or browsing behavior.
  • Social Media Advertising: Social media ads appear in the newsfeeds of platforms like Facebook, Instagram, Twitter, and LinkedIn. Advertisers can target specific audiences based on demographics, interests, behaviors, and other factors.
  • Affiliate Marketing: Affiliate marketing consists of partnering with other companies or individuals who promote your product or service in exchange for a commission on sales.
  • Email Marketing: Email marketing involves sending personalized emails to your audience to promote your product or service.

What types of businesses can benefit from performance marketing?

Businesses in nearly every industry can use performance marketing to help attain their goals. However, the exact marketing mix used will vary depending on the industry and the marketing goals of the organization. For example, an online clothing retailer would likely invest in Instagram ads so it can show off its products, whereas a telecom company may invest in search ads for keywords like “high-speed internet pricing” to entice buyers who are researching providers.

What are some common mistakes to avoid in performance marketing?

  • Not setting clear goals: Without clear goals and performance metrics, it's difficult to measure the success of your campaign and optimize it to improve results.
  • Relying on hunches instead of data: Performance marketing is all about trusting the data — when you ignore the analytics and rely on hunches, your performance will suffer and you’ll miss out on optimization opportunities. 
  • Not targeting the right audience: Targeting the wrong audience can result in wasted ad spend and poor conversion rates. Be sure to use all the data you have at your disposal to refine your targeting so you can reach qualified buyers.
  • Not testing and iterating: Continuous testing and refinement are key to improving campaign performance over time. Don't be afraid to try new tactics, analyze the results, and iterate for better performance.

Want to learn more about Invoca’s solution for performance marketers? Check out our Invoca for marketing product page or you can request a personalized demo.