marinsoftware.com The Online-to-Offline Search Marketing Playbook Conclusion Google and other search engines have a major influence on a customer’s purchase journey, so it’s important to create an ideal online-to-offline experience with the tactics discussed in this guide. Using data-driven insights on offline conversions—such as location data and conversation intelligence—will result in smarter budget allocation across your different channels. While attempting to measure and report on offline conversions and sales from your search and digital marketing efforts can seem like an overwhelming task, it doesn’t have to be. And the resulting impact it will have on results should justify the investment. As a reminder, Marin Software and DialogTech have a strong partnership that enables marketers to pass call data from DialogTech into their Marin Software platform and automatically allocate budget to the paid search keywords driving the most calls. If you’re an advertiser who drives sales opportunities, appointments, or orders via phone calls and are looking for a solution to help you optimize marketing spend to drive the most high-converting calls at the lowest cost, please reach out to either DialogTech or Marin Software to schedule a demo and learn more.