If you have never used Facebook Ads Manager before, the numerous options can seem like one giant headache. However, once you understand how to navigate the system, Ads Manager transforms into a strong legal marketing device with the potential to put your advertisements in front of the right audience and ultimately, push traffic to your law firm’s website.
This step-by-step guide outlines exactly how to create a social media advertisement on Facebook Ads Manager so that your law firm can experience greater online marketing ROI.
Step 1: Log into your Facebook account.
Access your Facebook Business account through Business Manager by visiting www.business.facebook.com. There, you should have access to your law firm page and advertising accounts. If you don’t already have a Business Manager account, visit the aforementioned URL and set up a profile. The system will walk you through the process of building an account, creating an associated ad account, linking your business page(s), and assigning permissions to team members.
Is your firm still using a business page that is linked to a partner’s personal Facebook page rather than a Business account? You can still use Facebook Ad Manager following these basic guidelines, but you may want to switch to a Business Manager account for greater security and better account management. Business Manager enables the account admin to give certain permissions to team members, which streamlines collaboration while ensuring that the account remains under the purview of a trusted law firm partner or marketing manager.
Once you have an ad account in place and connected to your chosen payment method, you are ready to move on to the next step.
Step 2: Create a campaign and set an objective
Facebook Ads Manager provides a slew of objectives to choose from. If you are new to advertising on Facebook, it is best to try something simple like “Send people to your website.” This objective can direct hundreds of new and repeat visitors to your law firm’s website, which is an excellent way to get more eyes on your homepage, A/B split test landing pages, and gather blog readers.
One last thing—after setting an objective, be sure to name your campaign.
Step 3: Define your audience
Focusing on the people within your Ideal Client Profile is the key to pushing the right kind of visitors to your law firm’s website. Define your audience using these parameters:
- Location: you can focus on people who live within your city or zip code
- Languages Spoken: a great opportunity to promote your firm’s multilingual services
- Demographics, Interests, or Behaviors: for instance, a divorce and family law firm could focus on parents with early school age children
- Connection Type: this option provides the ability to hone in on friends of the people who Like your law firm’s Facebook page, for example
Step 4: Decide where to place your ad
Ads Manager provides two options: automatically display your advertisement in areas recommended by Facebook or choose your placements manually. Should you choose your placements, you can decide whether you would like your ad on:
- Audience members’ Facebook News Feeds (mobile and/or desktop)
- The right column area of desktop displays
- Facebook’s Audience Network that includes partner mobile apps and mobile websites
Step 5: Assign a budget
With Ads Manager, your firm has control over how much to spend on each advertisement. In the basic options section, you can choose a daily budget or a lifetime budget, and decide between running the ad continuously or within a certain time period. These controls enable you to limit spending and more easily determine the ROI of each ad set or campaign.
This is particularly important for small law firms with limited marketing budgets, and larger practices that want to avoid running multiple advertising campaigns at one time.
Step 6: Select the type of ad
Would you prefer one image or video or multiple images? For example, you could feature a testimonial video featuring a client who received Social Security disability benefits by working with your law firm, or headshot photos of each of your friendly attorneys.
Step 7: Add text and connect your firm’s Facebook page
Use this section to connect your law firm’s Facebook and Instagram accounts, and enter the text for your advertisement. Keep in mind that too much text can severely limit your ad’s reach. Facebook recommends minimal text, citing that “Facebook ads that contain images with little to no text tend to cost less and have better delivery than ads with image text.”
Step 8: Run the ad and assess effectiveness
Once you’re finished tweaking your advertisement and reviewing your chosen options, click “Place Order” to run the ad.
Afterward, don’t just consider the campaign out of sight and out of mind. Regularly check in to assess the effectiveness of your ad by viewing ad spend, the amount of traffic heading to your law firm’s website, and the number of visitors that convert into clients. If the ROI is less than ideal, go back through the steps above to experiment with slightly different ad elements and observe which changes result in greater audience engagement.
More than 1/3 of lawyers have obtained clients from social networking. Contact us today for help with your social media marketing!
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