marinsoftware.com The Online-to-Offline Search Marketing Playbook Think about the reports you’re providing now to prove marketing ROI. How much better would the results be if you included all the calls you generate to your business? Optimize for the Keywords and Webpages Driving the Best Calls 4.Drive Growth by Optimizing the Right Conversion Events The most successful marketers aren’t interested in just generating website visits and calls—you want to drive appointments, sales opportunities, and revenue. Knowing what channels, campaigns, search keywords, and other marketing interactions generate the most customers—whether online or over the phone—at the lowest CPL enables you to invest in what really works best while eliminating spend on what doesn’t. The Better the Analytics on Calls, the Better the Optimizations