By Harmen Westra, VP of Sales for Call Analytics
DoubleClick Search, a cross-engine search management platform, recently announced a new integration with Marchex. DoubleClick will now be using our Call Analytics data to better understand conversions that happen over the phone after customers call an advertiser from search ads.
For those of us pushing for more transparency in advertising, these are exciting times.
Almost half of all digital media dollars are spent on search, so it is imperative advertisers look for ways to improve the return on that spend.
First, advertisers and agencies running digital campaigns need seamlessly integrated tools to make data processing and optimization easy and efficient. That need is even more pressing given the massive adoption of mobile, which drives more offline conversions than desktop search. In fact, Google released a study in September showing that 70% of consumers searching on mobile call businesses directly from their phones. So leveraging specific call insights on a keyword-by-keyword basis is critically important to building a complete picture of a search campaign.
Let me give you an example of one of our clients who was bidding on the term “auto insurance.” After looking at call volume and call quality data, it was clear that “auto insurance” did not perform as well as the term “collision coverage.” An adjustment was made to the ad campaign for “collision coverage,” and our client was able to decrease cost per call by 10X.
Savings like this make our integration with DoubleClick even more compelling. By combining Marchex’s data and insights with DoubleClick’s search bid management tool, our clients will be able to more accurately measure their ad campaign performance and understand how to adjust their ad campaigns accordingly.
In the end, our clients’ needs drive our innovation.