The company’s search marketing suite is positioned to provide marketers with insight into the consumer’s path to purchase as they search on any device, and move from online to offline.
The new Invoca for Search includes:
Google AdWords Integration: search marketers are positioned to sync call information directly with the AdWords API. A single dashboard allows marketers to toggle between AdWords AdCampaigns, AdGroups and Keywords, quickly accessing summary reports of total clicks, calls and cost for each.
Google Universal Analytics Integration: Marketers can tie search-driven phone calls to the user session for a better understanding of how individuals are interacting with their content.
Bid Management Integration: Invoca has long provided integration with bid management solutions including Adobe, Kenshoo, Marin Software and Acquisio; the new integration with DoubleClick DS3 gives marketers visibility into which keywords drive calls so they can confidently adjust their bids across any platform.
Call Intelligence: Beyond call attribution, Invoca can deliver rich intelligence about the caller, including location, phone type and purchases made, as well as the words or phrases said during the conversation.
Intelligent Journey Triggers: Invoca for Search positions marketers to trigger optimized campaigns in any other marketing technology platform based on the search campaigns involved and the intelligence derived from the phone call.
“There’s no question that search is integral to every marketing strategy, but marketers who can reach customers at all points along their journey will come out ahead,” said Eric Holmen, President of Invoca. “Inbound calls are a massive opportunity for marketers to impact their bottom line — callers represent higher intent, because they’re further along in their path to purchase and ready to buy.”