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
