Connecting Rings and Bricks to Clicks (Connecting Online to Offline)

If your company has conversions that occur offline, either on the phone or at a brick and mortar store, you need to understand if those offline conversions are a result of your online advertising. If you don't figure this out, you're undervaluing your advertising, which leads to poor optimization decisions.

Rather than trust the myriad studies done by search engines and other third parties about the impact of online advertising to offline conversions, you need to implement a system that truly ties your online ad spend to your offline conversions. What most marketers don't realize is that some simple techniques actually allow you to do this...
continue reading on Search Engine Watch Blog: http://searchenginewatch.com/3641535

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Science & Technology

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