Growth of technologies that track phone calls, along with Google’s announcement into the arena, is causing several major changes in the world of search engine marketing.

Systems that measure inbound phone calls, are an old technology undergoing a major renaissance. The meteoric rise of the smartphone, the ever-mobile customer, and click-to-call are creating a surge of inbound phone calls that smart marketers are tying back to their origin.

Many search engine marketers have become so invested in tracking AdWords spend and clicks that they have completely overlooked the financial impact of the phone call. Something similar is also happening in the social advertising space. Social marketers are so focused on platform-specific engagement metrics (likes, clicks, and shares) that they forget what type of lead the overwhelming majority of small business owners value the most: the phone call.

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