Facebook ads for law firmsFacebook ads for law firms

One of the most effective advertising options on the Internet today is placing ads on Facebook. With the vast amount of incredibly detailed information Facebook has about its millions of users, the social media giant can offer targeting options that are unmatched by any other advertising platform.

If your law practice is looking for a powerful and cost effective advertising platform, Facebook fits the bill. Below you’ll find several ways to take advantage of Facebook’s unique targeting options to reach the best possible audience for the services your law firm offers.

Custom Audiences

What makes Facebook advertising so powerful is the ability to create custom (highly targeted) audiences for your ads. In fact, there are so many options that it can be a little bit overwhelming at first. Don’t worry, though. It’s not as complicated as it might look. Once you’ve set up your first audience, you should be able to create others without any trouble.

Set Up the Facebook Retargeting Pixels

The first thing you should do after setting up your Facebook Ads account is go to the “Audience” section of the ads manager and get the instructions to set up website retargeting. This will allow Facebook to track visitors to your website and then react accordingly when those people use Facebook.

The instructions will show you how to set up what they call a retargeting pixel on your own website. Then, whenever someone visits pages on your law firm’s website, Facebook will be able to mark that person, and even divide them into categories based on what they do on your site. This information can then be used to target (or specifically not target) these people when they use their own Facebook accounts. You can even use their information to create large audiences that show similar characteristics and/or interests and gain a virtually unlimited reach.

Effective Facebook Ad Targeting Strategies

The right targeting strategy varies based on what you want to accomplish with your campaign. There are hundreds, if not thousands, of possible combinations for creating your target audience. To help get you started, here are a few easy to create, yet very powerful, targeting strategies. You’ll be able to find the options for creating these strategies under the “Audience” section of the ads manager.

Target visitors who didn’t convert – For this strategy, select website traffic as the source for creating your new audience. From there, select “People visiting specific web pages but not others.” Finally, include people who visit your domain or landing pages, but exclude those who have visited your conversion page. For example, you might exclude people who have been to the thank you page after they submitted a form with their name, phone number and email address.

Target people like conversions – Another powerful option is to target people like those that have already converted on your site. To do this, select “Lookalike Audience” from the audience creation dropdown menu. Then, for the source, select your conversion pixel. Facebook will then create a list of prospects similar to people who’ve already converted on your site. You can then use keywords and demographic options to narrow the audience further. You can also upload lists of email addresses you’ve collected to create a similar target audience.

Target based on demographics – There are plenty of demographic options to help you reach the perfect audience for your law firm’s services. You can pick and choose who sees your ads based on education level, income, buying habits, age, location and more. These options are extremely useful when you are advertising services that are valuable to a very specific group of people.

Target based on life events – Sometimes it can be advantageous to reach out to people when a specific event has occurred in their life. For example, if your firm offers legal services to retirees, there is a difference between targeting people over 65 and targeting people who just turned 65. People who just turned 65 are more likely to be looking for advice than someone who’s 68 or 70.

Know Your Audience and Your Options

To get the most out of Facebook’s advertising system, you’ll need to know as much as possible about the audience you want to reach, and have an idea of the options available to you in the ads manager. Don’t be afraid to experiment and look through all of the options. The more you know about what you can do, the better you’ll be able to target your ads and campaigns. The right ad in front of the right people can boost leads and conversions considerably.

See: How to Use Blogging and Social Media to Grow Your Law Practice video which includes Facebook best practices.