BEYOND PPC 8 ways to increase conversions with call tracking
Ten years ago, pay-per-click Internet ads revolutionized the advertising industry. Online, the once-tenuous link between advertising and sales became concrete and measurable. Instead of preaching faith in the effectiveness of their campaigns, digital advertisers delivered hard facts.
But the PPC revolution was incomplete. It didn’t affect the majority of advertising, which couldn’t be measured on a pay-per-click basis, including newspaper ads, billboards, radio
spots and TV commercials. And this meant that customers who clicked on an ad but called a store to make a purchase weren’t counted as “conversions.” Without a direct tie between online and offline behavior, claims about the success of various advertising campaigns remained fuzzy.