IProspect, Miva Debut Search Tracking Technologies

Share this article:
Search marketing firm iProspect, Watertown, MA, added a technology that lets its customers track pay-per-call conversions from keyword and paid search campaigns.


Its SearchTalk telephone conversion tracking tool, launched yesterday, will help marketers track inbound phone calls generated by pay-per-click ad campaigns, calls that may have been attributed to other marketing channels in the past.


The service, provided through Who's Calling Inc.'s ClickPath phone solutions, lets marketers assess the keywords, search engines, landing pages and ad creatives that are most effective at driving inbound phone calls.


SearchTalk is implemented with a line of underlying code, which causes a unique toll-free number to be displayed on the marketer's Web site associated with a unique keyword search engine combination. In the SearchTalk reporting, advertisers can see the links of keywords and search engines to call outcomes, including conversions such as sales, leads and requests for information.


Meanwhile, performance marketing network Miva Inc., Fort Myers, FL, is launching a keyword service it said will help advertisers on its network generate more qualified leads.


Miva Match expands search results by returning additional leads that have been more broadly matched to advertisers' keyword selections. So, if an advertiser bids on the keywords "used book store," close matches such as "used books" and "used computer book store" are returned, instead of just the exact term as in the past.


Miva returns exact-match terms first, followed by Miva Match terms.


The technology helps advertisers streamline their keyword campaigns and attract more qualified leads, Miva chief operating officer Peter Corraro said.


Advertisers also will be able to track the exact matches and "Miva Matches" separately. And they can control Miva Match settings by keyword or by their entire account.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.