Let’s say a potential client searches for a dentist in the area, sees your ad, and calls your practice for a dental procedure or consultation. Typically, you will have the front desk answer the phone and schedule an appointment. The front desk asks the most common questions to get the client booked as soon as possible and then the conversation ends.
Is there a way for you to know from this scenario how well (or not) your Google Ads spending is driving potential production? Once the potential patient clicks to call, all you are left with is a metric informing you and Google that this person clicked on your ad, but that’s it. The call could’ve been a wrong number, someone using an insurance provider you don’t accept, or someone asking for hours of operation. Google classifies this as a conversion and uses its powerful algorithms to drive more callers like these.
What is the goal of Call Analysis?
Historically, there is no way for Google Analytics to learn that not only did a caller book an appointment, but that a procedure valued at $850 in production was booked on a $5 cost-per-click ad. This invaluable missing piece of information would have been required for Google’s algorithms to optimize your ad campaigns to start targeting more people like this caller for this specific procedure, to keep bringing the cost of this click down and driving more patients to book appointments.
The most common problem marketers see in the dental industry is a business attempting to classify any call that comes through, as a conversion. Conversion is justified by the call length or the overall number of calls. This type of analysis is blind and misleading to whether or not the potential client was trying to contact the dentist or the office’s competitor, if it was a repeat caller, or if someone was just asking for directions. In fact, research shows that more than 56% of calls have no actionable data on the conversations or the results of a call.
Now, let’s run through that same caller scenario all over again but this time using Conversion Whale’s proprietary Call Analysis technology, powered by IBM Watson’s machine learning and artificial intelligence, to analyze the call in real-time.
Call Analysis, combined with artificial intelligence that keeps learning
In this scenario, the dental practice is leveraging the Call Analysis technology. Not only will you be able to book an appointment and schedule the patient, but you will now have valuable and actionable data about the call and the caller. The data is gathered and analyzed in real-time using proprietary technology that leverages IBM Watson’s machine learning algorithms that keep learning and improving every time there’s a new call.
Collected and analyzed data that was previously unavailable to dentists includes:
What is the purpose? The patient could be calling to book an appointment or to ask for hours of operation. Call intent is key to measuring potential production, return on ad spending, modifications to your ads that could maximize calls for appointment scheduling, and so on.
Whether the patient is new to the practice or an existing patient. Are your ads attracting new leads?
Health insurance provider
Is the patient covered by a provider that your dental practice accepts? This information could also provide you with insights about your local market. If a high percentage of callers use a provider your practice doesn’t accept then it probably would be wise to reconsider this decision.
Are they calling for dental implants or are they experiencing a toothache? Knowing the production value of each call will not only help you optimize your ad dollars but will also provide insights as to how you’re filling your calendar and if you have the required staff to maximize your revenue. For example, if you receive over 20 calls per week for dental implants and you have only one dentist to cover, you should consider getting an additional staff member whose cost would be greatly offset by the production.
Another example would be if there are many patients needing to schedule a regular hygiene appointment but your practice’s calendar is completely booked for the next two months – your bottom line would be positively impacted if you decide to open one or two more days of the week for teeth cleaning.
With Call Analysis leveraging the most advanced artificial intelligence technology, calls can be listened to and analyzed. Consequently, marketers are able to identify the actual intent of a call and the value being driven through the phone call itself. Dental practices can finally scale a business driven by all the detailed insights on CSM performance, closing rates, most popular services, peak hours of the day, and so on.
How Call Analysis delivers ROAS from Google Ads
Within Google Ads, marketers can track all clicks on the website based on certain actions taken by the user, such as booking an appointment online or filling out a form, calling from a mobile or desktop, or filling out a form. Google then classifies this user as a conversion, a lead, or having accomplished another goal. Certain actions, like clicking on a phone number listed on your website, become black box for Google, as mentioned above. It’s not possible for Google to know the outcome of the call and whether or not it resulted in a booked appointment.
Call Analysis bridges the gap in information by telling Google whether the caller was a conversion or not. This results in a more refined targeting strategy that serves ads to people that are similar to the caller that converted. Similarly, it learns which caller profiles didn’t convert and uses that information to know which Google users should be disregarded so that those types of users are not targeted again.
The result: measurable Return On Ad Spend, or ROAS, positive campaigns.
With this added layer of caller information, marketing efforts are optimized even further by enhancing the opportunity to optimize the budget and make the ad campaign as profitable as possible. AI-supported digital campaigns translate into marketing being proactive instead of reactive. In practice, 85% of business leaders believe AI-powered advertising offers an edge over competitors.
Scaling production value using Call Analysis
For any business that prioritizes telephonic contact with customers and uses it as it’s main marketing and sales funnel, lead data is the most valuable resource. Call Analysis, leveraging machine learning and artificial intelligence through IBM Watson, continues to analyze the data skimmed from thousands of calls, learning new variations of phrases or lingo, adapting, and becoming smarter to capture call intent and call value. As the technology searches for patterns and signals in language, sentiment, and engagement, it also learns to understand the nuances that result in a conversion or a booked appointment. In a market that is constantly evolving, practice management must adapt and stay ahead of the curve to go above the status quo.
At Conversion Whale, the leaders in dental marketing space with years of experience primarily focused on just dentistry. We understand that every new patient/lead is not the same and that every market has its own opportunity. It is our goal to help as many dental practices grow rapidly with detailed marketing strategies custom-tailored to each practice. Ensuring that your marketing dollars are spent profitably. With the help of IBM Watson, we are looking at taking your digital marketing to the next level with game-changing insights and endless opportunities for growth. Contact us.