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ClickEquations Offers External Conversion Tracking for More Accurate Results

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January 09, 2011

ClickEquations Offers External Conversion Tracking for More Accurate Results

By David Sims, TMCnet Contributing Editor

Recently ClickEquations officials noted -- correctly -- that conversions take place in a lot of places, “in an online shopping cart, on a web form, in the call center, at a physical store, or even in CRM databases.”

But strangely enough, most paid search marketers only measure what happens online. ClickEquations’ new external conversion tracking capabilities seeks to change that.

The company is offering a way to “allow advertisers to track, analyze, and optimize paid search campaigns based on the value realized in any or all conversion points,” officials say, adding that “the result is a more accurate reporting and the ability to make much smarter bid management decisions.”

What is external conversion tracking? According to ClickEquations officials, it “connects keywords from an advertisers’ paid search account with the conversions and revenue realized offline or captured in any external system. The data is integrated into ClickEquations, allowing for complete reporting, analysis, editing and automated bidding with the data.

Within the past month TMC (News - Alert) had the news that HireClix officials said their clients and prospects have “high expectations for their paid search efforts, so our campaigns have to be very relevant and efficient.”

Neil Costa, CEO of HireClix, said “we tested ClickEquations inside and out and their paid search platform exceeded our expectations. It's incredibly powerful and yet designed in a way that is very easy-to-use.”

HireClix specializes in interactive marketing for the recruiting sector and manages pay-per-click (PPC) marketing for career-oriented and educational lead generation sites. CEO Neil Costa is a digital marketing veteran, having previously worked for and managed annual online marketing budgets up to $20 million.

HireClix searched the marketplace and was attracted to ClickEquations because of the company's strong expertise in paid search. HireClix found the automated monitoring to be valuable in identifying areas of risk and opportunity.

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Chris DiMarco

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