Invoca, the call intelligence company, announced a new integration with Google’s Offline Conversions API, which seamlessly pulls in Signal AI data to give marketers a new layer of insights into the types of calls and callers that keywords are driving. Signal AI analyzes the entire context of the conversation for language patterns, and identifies customer intent and behavior, as well as the outcome of the call. Having this data feed right into AdWords in real time enables marketers to more precisely optimize their search campaigns for not only more calls, but calls that have a high probability of converting and resulting in revenue.

The ability to hone in on the optimal bid and tailor paid search ad copy to the right audiences is particularly important given the sheer cost of search campaigns. With search at a whopping 48 percent of total digital marketing spend last year, and CPCs at an all-time high, it’s critical that marketers have the tools to deliver more ROI from search. Being able to tap into the power of AI for more precise targeting and optimization is incredibly powerful, especially when it’s tied to calls, which convert at 10x the rate of clicks. In fact, a recent report found machine learning-optimized campaigns saw 71 percent better conversion rates and lower CPCs than those not using it.

“Invoca’s integration of Signal AI with AdWords Offline Conversions gives us unprecedented visibility into the types of calls and callers certain keywords are driving,” said Colin Hart, senior media manager at Performics. “For one of our insurance clients, we can see which keywords are driving calls resulting in quote inquiries, and immediately use that data to optimize their campaigns directly in AdWords, in real time. This level of customization opens up a new world of possibilities for search marketers driving call conversions.”

Invoca’s new integration with Offline Conversions gives search marketers deeper insights into inbound call activity driven from AdWords marketing efforts. Signal AI delivers data from calls that are analyzed as they happen and automatically feeds this into AdWords in real time. Using these insights, marketers can customize, segment and classify callers, calls, and call outcomes. This enables marketers to easily analyze the ads and keywords that are driving the different types of calls, and use this to optimize their paid search and display investments, improve offline conversions, increase ad spend efficiency and drive revenue. Marketers can also use this information to tailor paid search copy to the reach the right audiences with the right message to maximize conversions.