Data and Digital Advertising : Why You Still Need Human Analysis
By Robert J . Hoglund President and Founder of Hoglund Advertising & Analytics General Partner and Owner of Hoglund , Chwialkowski & Mrozik , P . L . L . C .
If there ’ s one thing lawyers like to do , it ’ s analyze . And you need your digital advertising agency to provide in-depth analysis as well . By analysis , I don ’ t mean simply running an online report and sending it to you . For your digital advertising to be effective , a human being needs to dig into the data and see what ’ s going on . This thought process needs to take place for you to discover what your digital ads are really yielding – and what can be changed to produce better results . Printing off a report should only be the beginning . Here are six types of deeper analysis that your ad agency should be performing personally .
1 . Analyzing call quality . Many agencies will simply tell you the number of phone calls your digital ads produced . But you need more than the sheer quantity of calls . You need to know , how many of them were good calls ? How many were marketing calls or current clients ? An agency should perform the analysis to tell you how many valid , quality calls you receive as a result of your advertising .
2 . Analyzing form fills . It ’ s only a starting point to know the number of times the form on your website was submitted . You need to know how many of these submissions were potential clients and not spam .
3 . Analyzing new campaign data to make needed adjustments . Launching a new campaign is a process that requires attention and thought . Every campaign and every market is different . The analysts at your advertising agency need to watch how your campaign performs in your geographic area . They should examine the data that comes in , to make decisions and adjustments . Especially at the beginning of a campaign , analysts need to take the time to closely monitor your account and make customized changes .
4 . Analyzing search terms . The Google AdWords dashboard can show what search terms people used before they clicked on your ad . Your ad agency should dig into this information . Analysts may uncover new words or phrases to add as keywords to your campaign . They may also uncover terms that should be added as negative keywords : Negative keywords are words you do not want to trigger your ads . For example , if people are looking up a retail chain ’ s bankruptcy , you don ’ t want these searches to trigger your consumer bankruptcy firm ads . When you ’ re paying per click , you want your ads to appear when people make relevant searches .
5 . Analyzing your office ’ s response to calls . The best digital ad campaign in the world won ’ t help you very much if no one is answering your phone . Your agency should provide feedback on how your office is answering calls . For example , does your firm have an unusual number of missed calls ? Is a large proportion of phone calls going to voicemail ? Issues such as this can cost your firm business . It is possible for a digital advertising agency to help you identify this type of issue .
6 . Crafting compelling ad copy . You want an agency that will take the time to craft compelling copy : ads that attract attention and provide reasons for people to click . Ads need to be
34 CONSUMER BANKRUPTCY JOURNAL Spring 2018 National Association of Consumer Bankruptcy Attorneys