Facebook Advertising for Law Firms
Gone are the days when Facebook was primarily used for reconnecting with old friends. Now it’s far more than that, especially in the business world. Facebook is projected to earn close to $30 billion in advertising revenue in 2017. There’s a reason for this extraordinary revenue growth ─it works very well.
According to Attorney at Work’s recent Social Media Marketing Survey, eighty percent (80%) of attorneys use Facebook on a regular basis. Forty percent (40%) utilize social media advertising, and half of those use Facebook Ads.
Unlike Google Ads, Facebook advertising allows law firms to target their prospects with more pinpoint precision. As a result of this better targeting, Facebook advertising often results in a lower cost per click (CPC) and better ROI. Like Google Ads, Facebook paid advertising is auction-based.
Following are the four (4) basic elements involved in creating a Facebook paid advertising campaign for your law firm.
1. First, Choose a Campaign Objective
In Facebook, you can create an advertising campaign by selecting “Create Ads” from the dropdown menu in the upper right of the home page. From there, you’ll have the opportunity to select the campaign’s objective from a provided list of options. For instance, some attorneys with a specific niche seek to build a following (objective: likes) that they can then send their own unique content throughout the month. Others would rather drive clicks on a landing page (objective: traffic) and others might want to build a following for their business page (objective: likes).
2. Define Your Audience
Here’s where you can pinpoint your ideal target client. You can select locations, ages, interests and a host of other criteria. There are dozens of options for selecting your ideal target audience. For instance, a firm with that specializes in employment law can target those that work in human resources departments. Once you select your target audience, Facebook will list the potential reach based on these demographics.
3. Choose Budget and Bid Strategy
Simply enter the maximum dollar amount that you’d like to spend in a day or over a period of time. Also, you can select when you’d like the advertisement to begin and end. You may set your own bid or select automatic bidding. There are a few other choices to make, such as paying per impression or paying per click.
4. Create Your Ad
After you’ve selected your target market and have set your budget and bid parameters, Facebook helps you create your advertisement. After selecting one of the different formatting options, you can begin to upload pictures, images or a slide show. You’ll also need to enter your advertisement’s headline, your firm’s URL, and any text to be included in the advertisement.
These four basic elements of a Facebook paid advertising campaign just scratch the surface, but they will get you headed in the right direction. If you’d like assistance with Facebook advertising for your law firm, contact Online Performance Marketing at (877) 676-2010. We specialize in helping law firms get the most out of their Facebook paid advertising dollars.