Search Engine Marketing: What’s New for 2007?

* Link paid search to your call center. Paid search algorithms are now sophisticated enough to allow you to tell the difference between browsers and buyers, as well as high-value customers and low-value customers. Take advantage of this and serve up a phone number in the paid search results for high-value buyers, Fathom Online officials write. To track this more closely, use a unique phone number in these listings so you know how many calls paid search has generated.