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Marchex Call Analytics Call Tracking Sem

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Case study showing the impact call tracking can have on search engine marketing campaigns. Effectively calculate ROI to improve advertising performance and lead generation totals.

For more information visit: http://www.marchex.com/call-tracking/analytics

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Marchex Call Analytics Call Tracking Sem

  1. 1. CASE STUDY: SEM Agency<br />Marchex Call Analytics: Call Tracking For Search Engine Marketing<br />
  2. 2. ONLINE CONVERSIONS: THE TIP OF THE ICEBERG<br />
  3. 3. PROBLEM<br /><ul><li> A home services business with an online </li></ul> campaign only tracked form conversions<br /><ul><li> Campaign was under-performing with minimal </li></ul> in-home appointments set online<br /><ul><li> The client noted an increase in phone </li></ul> calls but could not attribute the calls to the <br /> advertising<br />
  4. 4. SOLUTION<br /><ul><li> Suspecting that the increase in phone calls was </li></ul> attributed to the online campaign but unable to <br /> prove it, they began using call tracking to monitor <br /> over-the-phone conversions<br /><ul><li> Utilized dynamic number replacement to track </li></ul> the search engine and campaign responsible <br /> for delivering the phone call to the client<br />
  5. 5. RESULTS<br /><ul><li>71% of leads were over the phone vs. 29% online
  6. 6. Knowing the ROI was much higher, the agency </li></ul> increased bid prices 22% <br /><ul><li>As a result, the number of leads delivered increased 100%</li></li></ul><li>Online<br />Conversions<br /> 29%<br />Phone<br />Conversions<br />71%<br />
  7. 7. TRENDS<br /><ul><li> Seeing many more conversions</li></ul> over the phone<br /><ul><li> In back half of 2009, 85% of search </li></ul> engine-generated conversions came in via <br /> phone vs. 15% via online form<br /><ul><li>Consumers want to speak to a live person prior to making a purchase or appointment </li></li></ul><li>Any Questions?<br />Scott Pyper<br />Dir. National Sales<br />Spyper@marchex.com<br />1.800.914.7872<br />Visit Website<br />

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