Automatic box for context

The ability to automatically optimize contextual advertising based on call analytics provided their customers with Calltouch call tracking and the Origami context optimization platform.

Collaboration services will save time on context management and make it more efficient. The integration does not help manually, but automatically adjusts the rates based on the data about the sources of calls and the keywords for which the callers came to the site.
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- Suppose a marketer is faced with the task of increasing the number of calls. Calltouch collects data on call statistics up to a key phrase, and Origami calculates and sets optimal rates for each keyword, based on the client's KPI, explained Alexey Avdeev, the principle of service interaction, at Calltouch sales.

As part of the integration, there are three optimization strategies available in the Yandex.Direct and Google AdWords systems:
• Increase in the number of calls;
• Optimization of the cost of attracting a single call;
• Increase the number of calls at a fixed budget.

- Calltouch and Origami interaction will be useful for companies whose share of telephone orders exceeds 30%. Connecting Calltouch and optimizing rates based on these data will increase the effectiveness of contextual advertising by more than 20%, ”says Elena Firsova , product director at Origami.