SUMMARY: This case study illustrates how adding data points for analysis can dramatically improve marketing efforts.
In this article, learn how Paychex went from a multiyear trend of rising cost-per-acquisition on its paid search to increasing its lead generation 98% while decreasing CPA 43%, all by adding the ability to differentiate between phone leads and form leads on its SEM landing pages.
The additional data on phone leads also improved testing and optimization efforts and how the paid search team handled PPC bidding and landing page messaging.
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