Marchex expands keyword attribution for mobile phone calls from paid search ads
Mobile ad analytics provider, Marchex, just announced an integration with DoubleClick Search to help search marketers improve return on ad spend from inbound phone calls. The move allows Marchex to deliver 100% keyword attribution for calls made directly from paid search ads on smartphones.
Marchex launches DoubleClick Search integration
Google research found that talking to a real person when searching for services or products is still an important factor for many consumers. 57% of smartphone owners call businesses after searching for information on their phone.
Marchex Search Analytics also delivers call intelligence data such as Interactive Voice Response inputs for every keyword directly into DoubleClick Search to enable marketers to adjust their search ads for consumers more likely to make a purchase.
Jim Halligan, Head of Paid Search, Location3, a digital marketing agency which leverages Marchex Search Analytics, says:
“Inbound phone calls are a key source of revenue for many of our clients. Working with Marchex and DoubleClick Search has allowed us to improve our advertising performance by assigning a value to every phone call and connecting each call to a specific keyword for large, sophisticated paid search programs.”
In addition, Marchex Analytics measures offline sales, consumer intent and with the help of DoubleClick Search adds strategic insights between paid search and offline sales to offer a better overview of ad performance and consumer engagement.
Nilesh Dhawale, Senior Product Manager at Marchex, adds:
“Our integration with DoubleClick search is designed for the largest search marketers with hundreds of thousands of keywords. We are thrilled to partner with DoubleClick Search to provide any client that uses click-to-call the ability to properly automate paid search bidding.”