Yield Web Marketing Suite and Marchex Call Analytics Enable Advertisers to Optimize for Telephone Conversions
SAN MATEO, Calif. – Yield Software, a leading provider of next-generation online marketing technology, announced that it has integrated its flagship Yield Web Marketing Suite for Advertisers and for Agencies with Marchex Call Analytics (NASDAQ:MCHX). Advertisers and digital media agencies can now track and optimize sales and conversions from search engine pay-per-click (PPC) ads that result in a telephone call as opposed to an online transaction.
“For many online advertisers, a call to a telephone number is the conversion event inspired by their search engine ad,” said Matt Malden, founder and CEO of Yield Software. “By integrating with Marchex, the leader in call analytics, advertisers or their agencies managing campaigns in the Yield Web Marketing Suite are now able to effectively track and evaluate the efficacy of their PPC ads with a call conversion event.”
Advertisers increasingly find search engine marketing is effective at identifying and targeting users at the peak of their product interest. In many product and service categories, and for most businesses, a phone call is the best way to answer questions or complete transactions.
While PPC advertising has been historically associated with the ability to effectively track ROI on campaigns, those who’ve relied on telephone calls as the conversion event have often been frustrated at the inability to attribute those calls to the advertising source. The Yield Software–Marchex integration eliminates this ROI tracking gap for online advertising.
“As specialists in search and directional marketing for small and mid-size businesses, a disproportionate number of our clients rely on calls as their conversion event for PPC advertising,” said Michael Cody, Vice President of Directory Assistants Inc., a Yield Software client using the Yield Web Marketing Suite for Agencies. “Now we’re able to effectively manage PPC campaigns across Google, Yahoo! and Bing search engines on behalf of our clients while accurately attributing each conversion – no matter how those might occur – to the right campaign source.”
Using built-in reporting tools and analyses in the Yield Web Marketing Suite, both advertisers and agencies now have greater visibility into the impact of their marketing initiatives and can ensure they effectively leverage search engine marketing as a key component of their marketing mix.
The integration is available as part of the Yield Web Marketing Suite for Advertisers and the Yield Web Marketing Suite for Agencies. For more information, email [email protected]
About Yield Software
Yield Software (www.yieldsoftware.com) delivers next-generation online marketing technology. Its flagship product, the Yield Web Marketing Suite, is a fully automated, totally integrated search marketing system that optimizes paid search, natural search rankings and landing pages.