marinsoftware.com The Online-to-Offline Search Marketing Playbook Better Visibility for Your Search Advertising Dollars Online marketers often struggle to find ways to measure and optimize the effectiveness of offline conversions from their search marketing campaigns. What do customers do after they leave their computers or smartphones, and how does that connect to their online journeys? In this white paper, we explore the importance of offline conversion their advancements in tracking; Indluding store visits and inbound phone calls. Our aim is to help companies with both large and brick-and-mortar footprints understand: • How Search Marketing Influences Offline Sales • Tactics for Growing Online-to-Offline Conversions • Store Visit Tracking • The Benefits of Tracking Calls for Marketing Campaigns • Leveraging Phone Conversations to Gain Insight for Smarter Marketing • Effective Inbound Call Strategies The ultimate goal is to directly tie search marketing to offline actions such as in-store visits, phone calls, and sales. By including offline data into your CRM, bid management, web analytics, and other marketing tools, you can get a holistic view of your buyer’s journey. Armed with this insight, you can then allocate budget and optimize campaigns to generate the greatest return on your investment and know which engagement tipped your customers towards a purchase.