Paid Media For LegalTech

Generate highly relevant paid media traffic

Paid media offer a range of options to generate relevant traffic for LegalTech businesses.

PPC (Google Ads and Microsoft Advertising) includes campaign types such as:

• Search for answers to people’s questions on Google
• Display for retargeting and prospecting
• Video for YouTube videos (most used for branding)

Paid social captures potential buyers’ attention at a different point of the marketing funnel – and often at a different time of the day and week. 

LinkedIn – normally commanding a higher Cost Per Click (CPC) hence a higher Cost Per Lead (CPL) than other channels – is where advertisers go to capture the attention of professionals in a work mindset. LinkedIn is testing more sophisticated targeting options, which opens up opportunities for advertisers.

Meta ads (Facebook and Instagram) are ideal for brand awareness, retargeting and prospecting. With audiences wanting to be educated, entertained and inspired, image and video ads are perfect to capture their attention. 

Reddit is different in that it is a collection of communities – or a place people go down rabbit holes. Ads can only be shown in the subreddits that allow them, and they generally do best when they are perceived as near-native. Targeting includes interests, communities (i.e. subreddits) and retargeting.

Hubspot CRM integration

Having your own client data flow between your paid media ads and your Hubspot (or any other integration) enables you to optimise activities to the max. 

Most PPC and paid social platforms allow businesses to integrate easily with Hubspot, allowing for segmented data to flow and directly influence who your ads will be shown to as most likely to convert.

However this integration is not available to sensitive categories such as divorce, medical and mental health providers, and a few more.

LegalTech landing page optimisation

Whether you are sending paid traffic to the home page or an ad-hoc landing page built specifically for your paid media, landing page optimisation is key.

Key decision makers are increasingly weary to give up their email and contact details. Having a well-structure page is crucial as is offering an incentive to become a lead, such as an invite to a webinar or white paper. 

Technology tools such as Crazy Egg also allow advertisers to see  – anonymised – where people click, how far down the page they scroll, where they spend time reading and much more. This helps understand what content is useful in each instance and identify any friction points.

Testing

Testing and more testing.

The digital landscape is changing all the time, and so is the way people navigate the online world.

I have an always-on testing approach: I will draft a testing plan, compile testing results and iterate continuously to make the most of our budget and assets.

Paid media elements I test:

• Ad copy and assets
• Bids and bid strategies
• Campaign structure
• Landing page optimisation
• Any new Google Ads releases