Syncing online and on-the-line
Ripen had already completed Integraâ€™s rebranding and website launch, and was actively promoting the companyâ€™s comprehensive data protection services via search and social channels. But because so many leads came in via phone, ad tracking wasnâ€™t always easy.
We knew having a real Integra employee answer the phone was an important differentiating factor, so every callâ€™s value had to be maximized.
Ripen developed a solution to dynamically serve different toll-free numbers to potential customers based on keyword queries. These 1-800 variants were split test in both search results and on-site, allowing for complete cross-media analysis.
With the launch of our dynamic phone number system, advertising conversion via offline channels was instantly trackable. Integra didnâ€™t have to guess how much of its incoming phone leads was arriving via Ripen marketing campaignsâ€¦ the numbers spoke for themselves. Further testing and tuning led to smarter, more efficient advertising.