Search and Phone Calls

Posted by Marshall on March 02, 2006 | Link It

This was a very interesting session and it presented solutions for several of my clients.  Here’s the marketing information about the session:

  Search & Phone Calls   Pay-per-call keeps getting attention, while others are becoming more savvy of linking ordinary search ads through telephone calls. This session looks at how to tie calls back to search. If you’re not tracking these leads though call center queries or custom 800 numbers, you might not be measuring conversion properly!
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Christer Ljungdahl, Director, Web and Direct Marketing, National Instruments
David Roth, Director of Search Marketing, Carat Fusion
Brian Waldman, Vice President of Marketing & Strategy, Merchant Warehouse
Q&A speakers:
Marc Barach, Chief Marketing Officer, Ingenio

It’s actually possible to tie a telephone number to a keyword and you can measure the profitability of a keyword for a conversion that happens offline using the Pay per Call Technologies studied in this session.  

§Pay-per-call
§Advertisements showing up on search engine results page that list an 800 number instead of a website
 

Christer Ljungdahl of National Instruments spoke first about their experience using custom 1-800 telephone numbers; if your already spending on PPC why not get conversion information about the results?  Christer said calls represent 73% of their conversions and if you can assign a value to a call you can justify your search marketing campaign. 

The product National Instruments uses is called ClickPath and it records every call and gives all the detailed information.  ClickPath has been optimized to dynamaically create as many or few telephone numbers as needed and these numbers can stay around as long as the customer wants them to stay around.

Using PSTN network only ClickPath is able to produce "Call Analytics".  By being more aggressive with their Pay per Call campaigns they were able to increase conversion rates on their keywords by 300%.

ClickPath has call rotating algos and you can also set up calls to go to a different person on demand.

There are several businesses that could benfit from using ClickPath.



2 Responses

These are the current comments for "Search and Phone Calls"

Anonymous
04/26/06 @ 8:15 pm

This write up seems to have mixed up the presenters. National Instruments does not use ClickPath. Nor does the use case represent the use case National Instruments presented. But with that said I am sure that ClickPath provides the service for the use case described in this synopsis of the session.



07/04/08 @ 7:41 am

All about Credit Card Processing & Merchant Account

Credit cards are fast overwhelming the whole world in their tough grasp. The use of credit cards is increasing rapidly and people of all sectors of living standards are increasingly getting addicted to the use of plastic money all the time. So, the businesses are now moving towards setting up a merchant solution account with banks, financial institutions, or merchant solution providers. Thus, credit cards have been an essential part of every business.

By the use of credit card processing system in business one can boost it overnight by attracting more customers and increasing sales revenues. If you too are planning for setting up merchant account to accept credit cards from your customers you are at right decision and surly it will be very beneficial to your business.

By setting up merchant solution account you will be able to approve and process every kind of online transaction whether transactions are made by credit cards or debit cards, master cards, gift cards, or smart cards. There are several merchant services providers in the market that can assist you in setting up merchant solution account for your business so that you can be able for accepting credit cards and makes internet processing in easy ways. You can select one of them according to your business types and requirements and start accepting online transaction.

Merchant service provider companies not only assist in setting up a merchant solution account but they also offer some other services related to internet processing and online transactions. Apart from setting up your business account they also provide credit card machines and software to read the credit card information for transactions.

Credit card machine is a card reader terminal. When a credit card insert in card reader terminal it reads data stored in magnetic stripe on the credit card and send it to the merchant account for payment transactions. Credit card reader terminals are also termed as the POS Terminals and software used are termed as POS Software.

There are several types of credit card terminals available in the market today according to needs of business and features. Prices of these terminals also vary in price according to its features. There are three types of credit card terminals in vogue – stationery, wireless, and virtual. Stationery card terminals are the most basic and economical point of sale terminals (also termed as Card Readers). They can be often seen at the retailers and restaurants.

Wireless credit card terminals are also very popular among door-to-door sales person and taxi/cab drivers. Merchants that run seasonal shops also prefer to use wireless card readers so that they can increase their sales revenues by increasing their customers. Virtual credit card terminal is software to approve credit card payments on the internet. It is the most popular way for internet processing of payment transaction.

A website that accept credit cards, has installed a virtual credit card payment terminal. For virtual terminals, computer, phone, fax, software, and internet are essentials. Some other useful accessories for credit card machines are smart card readers, printers, PIN pad, card reader cleaners, plug-in battery chargers, power cords, etc. Thus we see that merchant account and credit card processing system play a key role in any type of business and can boost up a business overnight.
for more info can see http://www.themerchantsolutions.com/



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