eZanga and Rex Direct Net Partner to Establish Pay Per Call Best Practices

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Pay Per Call best practices established via partnership, while bolstering call volume and performance based metrics

By increasing our bid just slightly, we were able to rise above similar bids and see much more call volume

Performance-based marketing agency Rex Direct Net recently tapped leading digital marketing firm eZanga to increase its clients’ number of calls for reach and effectiveness. Rex Direct Net leverages various marketing methods and utilizes its expertise, technical innovation, and industry knowledge to grow its clients’ businesses while managing risk.

Rex Direct Net previously had tried to increase calls, but the cost per call was rising and the company wanted to increase value across the board, spurring it to seek outside help. It turned to eZanga, which, in reviewing Rex Direct Net’s campaigns, found some areas that could be further optimized by establishing a novel set of best practices. To right the ship, eZanga appointed a pay per call account sales manager to oversee a test account in an attempt to increase the number of calls received. Another account, kept separate, would keep operating as usual.

The account spearheaded by an eZanga sales manager used stronger, higher bids on keywords to cast a wider net and increase the number of calls the client received. It also had a more subtle margin that would make it easier for Rex Direct Net to increase calls.

“We knew that the cost per call on certain verticals was similar among many advertisers. By increasing our bid just slightly, we were able to rise above similar bids and see much more call volume,” said Eli Martin, Director of Sales at eZanga.com.

eZanga’s expectations proved to be correct, as the optimized account received 929 calls – about seven times more than the control account, which received 130 billed calls. The optimized account also had an average cost per call of $11.51 compared to the control account’s average of $9.83. These performance improvements meant Rex Direct Net was able to present improved numbers to clients, which then increased their spending.

eZanga and Rex Direct Net’s partnership showcased that minor changes in campaign strategy can yield major results for performance-based marketing, especially in a pay per call scenario. By leveraging the higher bid keywords and shooting for a top-down strategy, both organizations developed a strategy to be followed by a landscape of organizations soliciting the highest quality leads.

About eZanga
eZanga is a digital marketing company that helps companies grow their business through multiple advertising solutions, including pay per click and cost per call. Since its launch in 2003, eZanga has grown from a tiny tech startup to an award-winning small business. eZanga has been on the Inc. 500|5000 list for five consecutive years and has been recognized as one of Philadelphia’s fastest-growing companies by Philly100, Deloitte and SmartCEO Magazine.

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Zachary Weiner
Emerging Insider Communications
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