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Despite advanced tools, A/B testing, and years of experience, most search marketers are optimizing on incomplete data. If you’re not accounting for offline conversions — like phone calls — you’re missing an entire class of data required to optimize paid search campaigns, more accurately measure ROI, and prove your search budget.
Mobile isn’t the future of marketing, it’s our current reality. With more than 160 million consumers using smartphones in the U.S., it’s no surprise that mobile ad spending will hit nearly $18 billion this year, according to Gartner. Mobile search is the door to discovery, but what happens beyond browsing? Today’s consumers want a straightforward path — and that doesn’t mean ...