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Hydra Pushes Further From Tradition With CallConvert

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Feb 1, 2010 

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Gavin Dunaway  |

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Hydra Pushes Further From Tradition With CallConvert

ADOTAS – Performance marketing platform Hydra has been undergoing an extreme makeover, attempting to break away from conventions of the field — many of which have marred the sector’s reputation. It’s latest endeavor, CallConvert, tracks leads and sales over the telephone that are driven by online advertising.

Historically, performance marketing has sidestepped providing phone numbers on landing pages as tracking and assigning credit to phone conversions is very difficult. However, Hydra’s CallConvert drives traffic to an live call center, while tracking the call with the analytics used for online transactions.

The tool is designed for consumers’ convenience — they can call at the moment of interest and feel more secure if they are weary about submitting information online. A test run of CallConvert with a landing page for a national education campaign witnessed a 25% uptick in total leads versus the prior months.

Although it recognizes that Tier 3 advertisers are the traditional drivers of CPA advertising, Hydra has completed a purge of advertisers that employ aggressive, negative-option continuity billing — including such infamous products as acai berry, colon cleanse and teeth whiteners as well as cash grant offers. In addition, Hydra has upgraded its tracking and monitoring software to hunt down better leads while introducing a zero tolerance policy for fraud affiliates.

“Big brands demand quality and monitoring so that is what we are focusing on through our recent restructuring,” said Hydra CEO Zac Brandenberg. “We are engaged on a mission to make CPA safe and accessible for big brands so that they too can enjoy a sure thing with their advertising budgets.”

Tags: affiliate, callconvert, CPA, fraud, Hydra and performance-marketing

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