Marchex Integrates with Adobe Media Optimizer
Marchex, a mobile advertising analytics company, has integrated with Adobe Media Optimizer to deliver keyword attribution for calls placed directly from paid search ads for an unlimited number of keywords and any campaign structure.
In addition, Marchex Search Analytics delivers automated insights on every phone call directly into Adobe Media Optimizer for each keyword, including call outcomes and interactive voice response (IVR) inputs. These insights enable marketers to automate paid search bidding by allocating budgets toward keywords that best drive over-the-phone purchases.
The Marchex Analytics platform measures offline sales, audiences, and consumer intent from digital advertisements across every channel and device. By partnering with Marchex, Adobe Media Optimizer can deliver strategic insights that connect the dots between paid search and offline sales to drive higher levels of advertising performance and consumer engagement.
"Our integration with Adobe Media Optimizer is for enterprise marketers with massive keyword lists and complex campaign structures," said Nilesh Dhawale, senior product manager at Marchex, in a statement. "For companies that rely on inbound phone calls from paid search, this partnership allows marketers to properly automate paid search bidding."
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