Marchex Partners with DoubleClick Search
Marchex has integrated its mobile analytics technology with Google's DoubleClick Search to give marketers full keyword attribution for calls placed directly from paid search ads for an unlimited number of keywords and any campaign structure.
Research from Google shows that 57 percent of smartphone users call businesses after searching for information on their phones because they want to talk to someone.
Marchex Search Analytics delivers call intelligence data such as interactive voice response (IVR) inputs for each keyword directly into DoubleClick Search. This allows marketers to optimize search marketing efforts toward consumers who are most likely to purchase. It measures offline sales, audiences, and consumer intent from digital advertisements across every channel and every device.
DoubleClick Search gives advertisers workflow tools, robust reporting, and bid optimization to get more value from their search campaigns. DoubleClick Search is built on Google infrastructure and natively integrated with the DoubleClick Digital Marketing platform.
By partnering with Marchex, DoubleClick Search can deliver strategic insights that connect the dots between paid search and offline sales to drive higher levels of advertising performance and consumer engagement.
Nilesh Dhawale, senior product manager at Marchex, says DoubleClick Search is geared toward the largest search marketers with hundreds of thousands of keywords. His company's partnership with DoubleClick will enable companies that use click-to-call to properly automate paid search bidding.
Marchex Search Analytics is leveraged with DoubleClick Search for clients in many industries, including Time Warner Cable, Liberty University in Lynchburg, Va., and Location3, a Denver-based full-service digital marketing agency.
"Inbound phone calls are a key source of revenue for many of our clients," said Jim Halligan, head of paid search at Location3, in a statement. "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."
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