CJ Arseneau says, “Digital marketing optimization and bid management solutions are essential to today’s marketers’ ad tech toolbox. Vendors like DoubleClick, Kenshoo, Marin Software, Acquisio and others offer performance marketers tangible value — data on which ads and campaigns are performing and which aren’t. However, marketers who aren’t integrating calls into their solutions are missing out on a key piece of the attribution puzzle.

Being able to link inbound calls to paid search or other performance marketing ad buys helps reveal a more holistic view of online-offline lead generation results. Google has long recognized the offline influence of calls in its AdWords programs and allows marketers to auto-optimize by these conversions — whether they’re coming from ads orweb sites. Calls are so central to some marketers that Google even introduced “call only” ads for mobile devices earlier this year. Marketers who evaluate offline call activity alongside click results have a much more complete picture of overall online campaign performance“.

Committing To Calls: 5 Tips For Integrating Calls With Digital Marketing Optimization Solutions

Marketing Land

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