Marin Software Announces CallTrack: First Open Platform for Integrating Call Center Activity with Search Engine Marketing Initiatives

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Leading paid search management application provider partners with leading call tracking companies, Century Interactive, Clickpath, MarchEx Call Analytics, and Mongoose Metrics to deliver innovative solutions for measuring and bidding on offline call data

Marin Software, provider of the leading paid-search management platform for advertisers and agencies, today announces CallTrack, the industry’s first open platform for optimizing paid search campaigns to maximize call center activity and purchases. CallTrack works seamlessly with existing in-house and third party call tracking solutions, allowing marketers to continue leveraging their existing investments in call tracking software. To deliver robust and seamless call tracking integration for clients, Marin has partnered with leading providers of call advertising and tracking solutions: Century Interactive, Clickpath, MarchEx Call Analytics, and Mongoose Metrics.

Online marketers have historically struggled to measure the effectiveness of paid search programs that drive leads to a call center. In providing an open platform for integrating paid search data from call tracking solutions, Marin Software now enables marketers to track paid search conversions from click all the way through to call conversion. By understanding which keywords drive online sales, marketers can now improve how they allocate spend within the paid search channel and increase the accuracy of bids for keywords, maximizing return on investment. Additionally, by using a flexible, platform-based approach to enable the integration, Marin has provided its customers with a wide array of options in working with the call tracking partner of their choice.

Marin Software Quote:
“Search engine marketing no longer exists in a vacuum. In today’s multi-channel world, people often search online and convert offline via a call center,” said Matt Lawson, vice president of marketing for Marin Software. “Providing a comprehensive and open integration approach with the leading providers of call tracking solution is a natural next step for Marin as we enable greater coherency across marketing channels, while preserving flexibility and options for our clients.”

Customer Quote:
“As a leading search marketing agency, we offer clients with a unique blend of expert services and innovative software, including our own proprietary software for PPC call-tracking,” said Mike Candullo, co-founder and President of Path Interactive. “Marin’s ability to work seamlessly with our in-house call tracking solution allows us to extract detailed, keyword level reports on call center activity from directly within the Marin interface, saving our marketers time and improving return on investment for our paid search clients.”

Partner Quotes:
According to Stephen Cravens, marketing director for Century Interactive, "Prospects who pick up the phone use different keywords than those who convert online, and we can now properly reflect those results in scoring keywords. Businesses who thrive off phone traffic can finally realize the potential of pay per click through CallTrack."

“As more marketers become accustomed to using quick feedback loops -- which call tracking provides – they are essentially optimizing marketing dollars and making better spending decisions,” said Bradley E. Reynolds, CEO of Mongoose Metrics. “We are delighted to partner with Marin to provide the amazing level of insight that call tracking coupled with bid management provides.”

“Since most analytics tools lose track of a visitor when they pick up the phone, it’s very difficult to measure which ad spend is generating valuable calls and which is wasted,” said Susan DeSantis, marketing manager for ClickPath. “In order to increase your return-on-ad-spend (ROAS) it is essential to be able to measure the return across all response types, including telephone calls.”

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About Marin Software:
Marin Software provides the leading paid search management platform for advertisers and agencies worldwide. The company's flagship product, Marin Search Marketer® is designed to address the workflow, analysis, and optimization needs of enterprise-class marketers, saving time and improving financial performance. Marin Software has over 500 customers and its technology is used globally to manage more than $1.3 billion of annual search spend. Leading advertisers and agencies using Marin Software include Razorfish, Neo@Ogilvy, University of Phoenix, Macy's, KAYAK, PriceGrabber, and Reply.

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Kari Moe Straley
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