Editor’s Note: In this article, Michael Mogill from Crisp Video Group takes you through the process of getting your law firm’s very first Facebook Ad Campaign set up and optimized for the best results. You can download his Facebook Ad Targeting Guide here.
Also, don’t forget to check out our complete guide to Mobile Marketing in 2018 on a recent three-part article: Mobile Website Marketing for Law Firms
With more than 2 billion monthly active users, Facebook is the world’s most popular social media platform. And, as we’ve recently been reminded, they have a massive amount of data on your audience – including your ideal clients.
Facebook provides a unique opportunity for you to get in front of your target audience on a platform they’re already using for an average of 35 minutes a day. You don’t have to worry about email open rates or whether someone will open your mail.
What you do have to worry about, however, is the steady decrease in organic reach most business pages are experiencing. Your Facebook page’s content only reaches about 2% of your audience. This means that if you want to get your message in front of prospective clients, you have to put some money behind it.
Whether you’re already investing in Facebook ads or you’ve never even created a Facebook Business page, here’s a brief overview of what you need to set up, optimize, and analyze an effective Facebook campaign.
Getting Started: What You Need
Before you can launch a Facebook ad, you need three things:
- A personal Facebook account
- A Facebook Business page
- A Business Manager account (you can create one at business.facebook.com)
You should also install a Facebook tracking pixel on your website (or have your web developer install it). This tracking pixel allows you to follow your site visitors to Facebook and target them with your ads. They’re incredibly effective because you know that Facebook user has already been on your website, which means you have a higher chance of converting them.
If you decide to expand your Facebook advertising efforts beyond just your website visitors, you’ll have to build out an audience in Facebook. The reason Facebook is so lucrative for law firm owners is because of the sheer amount of data they have on their users: from their age, location, job, family status, browsing device, purchasing behavior, to general interests and hobbies. Trust me: if you’ve chatted about it, Facebook knows it.
You should use your ideal buyer persona to build out a Facebook targeting audience. To develop that, ask yourself a few questions:
- Who is my ideal client?
- What traits do my ideal clients have in common?
- What demographic characteristics do they share? Are they old, young, married, divorced, parents, or childless?
- What are their interests?
You can take this exploration as far as necessary to build up a solid audience. I wouldn’t recommend going any larger than 50,000 people (at the largest) unless you have a massive practice area. Anything larger than that reduces the efficacy of your ads because you’ll be spending too much money trying to reach all of those people instead of concentrating your resources on a smaller, more-defined audience.
Creating Your Ads: Crisp Video Group’s Tips to Creating Effective Facebook Ads
Just as Facebook offers you a variety of options for audience targeting, you have a variety of options for ad creation. Successful Facebook marketers rely on variation and experimentation to maintain a lucrative Facebook strategy, and you should do the same.
Always keep your buyer’s journey in mind when developing ads. The ads you run at the top of your marketing funnel shouldn’t be the same ads you run at the bottom of the funnel – your audience has drastically different levels of awareness at each of these points in their journey, and your messaging should reflect that.
Facebook has a number of different ads you can create to market your law firm:
- Static Image Ads
- Carousel Ads
- Lead Form Ads
- Video Ads
- Messenger Ads
- Boosted Posts
- Canvas Ads
- Engagement Ads
Each serves a different purpose, but the majority allow you to include a link, CTA, headline, either an image or video, and the ad copy.
When it comes to the actual content of your ad, experimentation is key. Split-testing, or running slightly different ads within one campaign to see which is more successful, is a crucial tool for achieving success on Facebook.
As a general rule of thumb, only compare one variable per split-test (i.e. split-test just your headlines, not your headlines, image, and CTA). This allows you to clearly see which element of the ad is more successful and iterate from there.
Here are some helpful tips for creating Facebook ads that convert:
- When using static images, use colors that contrast your Facebook newsfeed (like reds and greens) to stand out against all of the blue and grab attention
- Limit the amount of text you include on your images
- Keep your headlines short (around 4-10 words)
- Use emojis and questions in your ad to grab attention and boost curiosity
- Use video in your ads; Facebook’s algorithm favors video content and has shown to boost conversions
- The length of the ad itself can vary based on where it is in the funnel; experiment with copy length to see if succinct copy is more effective than lengthy copy (but each style can work well!)
- Include statistics or other data in your ads to establish legitimacy and boost social proof
You don’t have to hit every single one of these tips in every ad for it to be successful. But they’re helpful for increasing your ad’s reach and relevance, which improves your conversions.
Analyzing Your Ads: Crisp Video Group’s Tips for Facebook Ad Optimization
All of your effort investing in Facebook will be wasted if you’re not monitoring your progress. There are plenty of metrics you can track in your Facebook campaigns, but only a few are indicative of real success.
Vanity metrics such as likes, video views, and comments are helpful (and effective at boosting social proof) but aren’t necessarily indicators of a successful ad campaign.
Here are a handful of metrics you should monitor constantly while running a Facebook campaign:
- Cost per Click
- Cost per Action (i.e. conversion)
- Ad Frequency
- Relevance Score
Different industries have varying benchmarks for where each of these metrics should be. Recent data from Wordstream provides the following benchmarks for law firms running Facebook ads:
- Average CTR: 1.61%
- Average CPC: $1.32
- Average Conversion Rate: 4%
Keep in mind that these results may be different for each campaign or ad, especially for different practice areas. Personal injury campaigns can be notoriously difficult because Facebook prohibits you from targeting people with injuries or illnesses, so you may have to get a bit creative to get in front of your ideal audience.
Experimentation will allow you to identify an ad type and campaign demographics that work for your law firm. Facebook can be tricky with its algorithm changes and platform updates, but once you determine which strategy is effective for your law firm, it can prove to be a major source of lead generation.
Facebook offers interactive guides for those of you who are looking for step-by-step guides to launching and maintaining your Facebook ads.
If you want to jump right in, the Crisp Video Group team developed a worksheet that allows you to build out a comprehensive Facebook audience to use in your campaigns: The Facebook Ad Targeting Cheat Sheet for Law Firms. You can download it here.
If you still want to learn more, Crisp Video Group recently hosted a 60-minute webinar that covers The Facebook Advertising Playbook for Law Firms – you can access it for free here.
ABOUT THE AUTHOR:
Michael Mogill is the Founder and CEO of Crisp Video Group,, a national legal video marketing company that produces high-quality and engaging legal videos for attorneys all over the country. Crisp Video is consistently recognized for creating engaging legal videos that help attorneys see a 2 to 10 times increase in average case values. By simply bringing in higher-value cases, attorneys who produce videos with Crisp Video Group see an average return on investment of 300% and routinely double and triple their revenue — sometimes within just 6 months. He has been featured in Forbes, Avvo, ABA, PILMMA, The Huffington Post, and The Wall Street Journal.