Phone calls have become a critical factor in gaining new business for a variety of companies because many online advertisements and mobile services support phone calls. Margot da Cunha points to
data from AdInsight that suggests 43% of all search-related conversions occur on the phone, and 65% of businesses consider phone calls to be their most valuable, highest-quality source of
leads. She guides marketers through the major issues involving the calls that come in through paid-search campaigns and details how to solve them.
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