• by Laurie Sullivan  @lauriesullivan, February 12, 2015

Telmetrics will announce Thursday an integration with Google's DoubleClick Search that enables the company to push paid-search call response data directly into the DoubleClick bid management platform for complete results of online and offline lead generation.

The integration ties keyword campaigns that run through Telmetrics into the DoubleClick Search platform. When marketers use Telmetrics and run their campaigns through DoubleClick Search, they see the results of the phone call coming from clicks in paid-search ads. It gets reported back to the DoubleClick platform, so marketers can see the click and call data in one platform.

"We have brands that will link together phone numbers with keyword buys for paid-search campaigns," Bill Dinan, president of Telmetrics. "When the phone numbers are attributed to the ads you get a more holistic attribution model. It's now available in the DoubleClick platform through an API."

The metrics from calls can help advertisers optimize their ad buys and enable full cross-channel attribution. The integration with DoubleClick Search helps marketers identify the campaigns with higher call volumes, as well as view offline and online lead-generation activity in one location. Agencies can track unanswered and answered calls to gain insight into the impact on campaign performance, and use custom call match periods -- the timing in which a call is tied to a session, to improve conversions.

Telmetrics clients can begin to take advantage of the Telmetrics-DoubleClick integration within the DoubleClick Search campaign manager by enabling the third-party interactions and configuring a DoubleClick conversion point or Floodlight. A click on the phone number in the ad triggers the call. Telmetrics takes it from there through monitors and reports on what happens after the click.