Marchex Integrates with DoubleClick Search to Deliver Better Return on Advertisement

By CIOReview | Tuesday, February 16, 2016
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FREMONT, CA: In a drive to connect 100 percent of phone calls to keywords for sophisticated marketing campaigns, Marchex (NASDAQ: MCHX) recently announced its collaboration with DoubleClick Search that delivers better return on advertising spend for search marketers that rely upon inbound phone calls to drive revenue.

The new collaboration delivers 100 percent keyword attribution for calls placed directly from paid search ads for an unlimited number of keywords and any campaign structure. According to a research from Google indicates that 57 percent of smartphone users contact a business after searching on their phone for the information since they want to talk to a real person.

Additionally, Marchex Search Analytics provides call intelligence data such as Interactive Voice Response (IVR) inputs for each keyword directly into DoubleClick Search. This enables marketers to optimize their search marketing efforts towards consumers that are most likely to purchase. From Time Warner Cable to Liberty University and Location3, clients in different industries leverage Marchex Search Analytics with DoubleClick.

“Inbound phone calls are a key source of revenue for many of our clients,” said Jim Halligan, Head of Paid Search at Location3, a full-service digital marketing agency. “Working with Marchex and DoubleClick Search has allowed us to improve our advertising performance by assigning a value to every phone call and connecting each call to a specific keyword for large, sophisticated paid search programs.”

The Marchex Analytics platform enables users to easily measure offline sales, audiences and consumer intent from digital advertisements across multiple channels and devices. The partnership with Marchex has allowed DoubleClick Search to deliver strategic insights that connect the dots between paid search and offline sales to drive higher levels of advertising performance and consumer engagement.

“Our integration with DoubleClick search is designed for the largest search marketers with hundreds of thousands of keywords,” said Nilesh Dhawale, Senior Product Manager at Marchex. “We are thrilled to partner with DoubleClick Search to provide any client that uses click-to-call the ability to properly automate paid search bidding.”