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7. Track which keywords lead to phone calls with call-tracking metrics. If 25 percent or more of your sales happen over the phone, use a keyword-to-call tracking system, Shikhman said. These systems allow businesses to track which campaigns generate phone calls and which don't. This can be done by assigning specific call-tracking numbers to specific campaigns or keywords. “Bid more in AdWords on the keywords that lead to calls and sales," Shikhmam added.
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