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As mobile device usage rises, so does the number of phone calls into businesses coming from Search. With the majority of phone call content being a “black box”, how do you know which keywords are converting for your search program? Travis Fairchild, Senior Vice-President of Distribution for Marchex, will discuss how to evaluate consumer intent at the keyword level with the goal of lowering lead generation costs for phone calls. In this session you will learn:
- Best practices for call based ads
- Spam and misdial prevention
- How to optimize phone calls at the keyword level
- How to leverage post-call data in your search campaigns
Travis Fairchild, Vice President of Media and Distribution, Marchex
Travis leads the Marchex search team, publisher network, and overall media buying strategy. Travis also oversees the distribution of customer advertising across the company’s mobile and online partner sites. Travis has managed digital media lead generation for Fortune 100 advertisers in verticals such as insurance, cable and satellite TV, travel and home services for more than 10 years. Prior to Marchex, Travis co-founded the browser based technology company, Echospace, and assisted Internet start-ups to raise angel and institutional capital. Travis holds an MBA from the University of Washington.