The challenges of the legal niche
People in need of legal help or involved in mass tort cases are disturbed, fragile, and the last thing they want to see is the wrong offer. They seek comfort, confidence, and advertisers need to make sure that they deliver that.
AffiMedia, an ad agency that deals with customers involved in mass tort cases or seeking legal advice, wanted to optimize their campaigns for the best experience and, obviously, highest profitability. This was a challenge, as they had a lot of moving parts to consider.
Firstly, AffiMedia relies not only on paid Social, Native, SMS & email traffic, but also on partners. Those partners need to be managed & monitored.
Secondly, the company needs to track phone calls, as they are an essential part of their business case.
To tackle these issues, they started using specialized platforms – Everflow for partner management and Ringba for phone call tracking. And those platforms needed to be accounted for in their search for the best way to optimize campaigns.
Voluum was the first and only tracked the company considered.
How everything works together
Voluum sits in the middle of the whole setup: it records phone calls from Ringba as conversions and then it passes profitability data to Everflow.
Having all that data allows Voluum to unleash its optimization superpowers: testing landing pages and offers on the same traffic and with the same settings, so the results are comparable. AffiMedia was able to optimize campaigns for its paid channels and for partner traffic.
Voluum can not only randomly rotate pages and offers, it can also employ machine learning to do so in the most profitable way – automatically. The powerful reporting engine allows advertisers to tailor data to their liking. In the case of AffiMedia, they set up a custom column with Ringba PPC to track additional revenue to their partners.
With multiple partners, campaigns, offers and pages, Voluum was the only way to keep everything afloat and profitable. Its flexible nature means that the platform can be easily connected with other solutions – such as Everflow and Ringba in this case.