The goal of any paid search landing page is to inspire a quick action from potential customers. A/B testing can help marketers determine which landing pages offer the best returns. And while sites like Which Test Won and Marketing Sherpa offer a wealth of resources about optimizing landing pages for online conversions, in many industries, […]
When I was working as an agency marketer, I had the opportunity to work with several healthcare clients. Though the particular healthcare services those companies offered ranged, they all had a couple things in common. First of all, they all operated call centers that took inbound calls from prospective patients. Secondly, they were investing heavily in ads that were specifically […]
After Google released their fourth quarter 2013 earnings, one thing is clear: more people are clicking on Google AdWords than ever before. Paid clicks are up 31% year-over-year! While this shouldn’t come as a shock, what is infinitely more interesting is the fact that cost-per-click (CPC) declined 11% since the fourth quarter of 2012. In […]
A phone call is almost always an important moment. I call my friends and family when texting or posting on Facebook just won’t do, and I call businesses when I’m serious about making purchases. Working in business communications, I’ve had more than one person ask me if people even call businesses anymore as consumers. “Don’t […]
Even the most experienced marketers aren’t always clear on which phone call tracking features will add the most value to their particular business model. We recently released Call Tracking: The Definitive Buyers’ Guide, to not only help businesses compare call tracking systems, but also to help them evaluate which  features can add the most value. […]