Ever wonder whether some of your PPC responses happen offline (usually by phone), rather than via the usual click-through …perhaps days after the ad was viewed?

We here at eMagine were curious about this in our own Web marketing, so we did a little study.  We were astonished to discover that more than 60% of our ad responses came by call-in, not click-through.  Put another way:  the true ROI of our PPC campaign was more than twice as strong as we had thought up until then. On digging around a bit, we learned that research by comScore indicates that 63 percent of searchers [Read more...]