As search goes mobile, marketers need to understand that when smartphone users find your business, they aren't converting by filling out a Web form—they're calling you.

Thanks to click-to-call, Google reports that 61% of mobile searches result in a phone call. What's more, studies show these phone leads are 10 times more likely to convert to revenue than Web leads. They are the conversions search marketers most need to generate to optimize ROI.

Moreover, 25% of searches take place on mobile devices today, and that number is expected to surpass PC search by 2015.

We live in a mobile world, and to compete on search engines like Google and Bing, marketers can't rely solely on the same old PC-based analytics and automation tools that ignore phone calls.

Search has become too competitive, and the stakes are too high. It's why search marketers are now in a race to adopt solutions to measure and control calls the same way they do Web conversions.

Keyword-Level Call Tracking

Success on search engines starts with keywords. You have to optimize your PPC bid strategy for the keywords that really generate not only clicks but calls and revenue. That's why understanding what keywords customers used to find you before calling is so important.

Keyword-level call tracking solutions provide the critical missing piece to your marketing analytics puzzle. Though competitors try to outmaneuver you using inaccurate and incomplete SEO and PPC data, you can use call-attribution data to see what keywords and PPC ad and landing page variations are driving calls, opportunities, and revenue.

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image of Irv Shapiro

Irv Shapiro is CEO and CTO at DialogTech, a voice-based marketing automation company. He is responsible for overall business strategy and corporate leadership.