With the majority of people across the globe now spending many hours each day interacting through Social Media, it is not surprising that businesses are now taking steps to capitalize on the growth potential that is represented by Social Networking sites such as Facebook. For Employment Law Attorneys, Facebook Ads offer a wide range of opportunities for reaching out to new customers. But how can you do it and what are the benefits of going down this road.
About Facebook Ads
The major challenge, at least for beginners, when it comes to Facebook Ads, is that the terrain tends to be a little intimidating. Facebook offers a number of pathways as far as Advertising on the platform is concerned, which can be somewhat confusing.
If you have tried Marketing your business or brand through the platform, you will have noticed that there is Power Editor, Ads Manager, Facebook Business and other routes, all of which head, more or less, to the same goal.
The good news is that there has recently been a notable convergence, with the result that features are now replicated from Power Editor to Ads Manager.
How to Create Facebook Ads for an Employment law attorney
Like any other business people, Employment Law Attorneys are faced with a number of challenges, many of which are unique, as far as advertising through Facebook is concerned. The major challenge, however, lies in defining their area of operation and coming up with the correct targeting benchmarks for their firms. So, what is it that Employment Law Attorneys need to do in order to begin advertising on Facebook?
- The first thing that Employment Law Attorneys need to do in order to begin advertising on Facebook is head over to the Facebook Business home page.
- Logging into Facebook using your personal account details takes you to a Ads Manager.
- This is what we are going to use to create our Facebook Ad
Steps to Creating an Ad on Facebook
Creating a Facebook Ad is, as you will notice, a 4 step process;
- Creating a Campaign
- Creating an Ad Account
- Creating and defining an Ad Set
- Creating the Ad itself
Create a Campaign
In order to fully capture the right kind of people for your law firm using Facebook Ads, the first thing that you need to do is Create a Campaign.
Name your campaign
To begin with, you need to give your campaign a name. We are going to call ours “Facebook Ads Marketing for Employment Law Attorneys.”
The default campaign object is set at “Traffic,” which is what you should have if you wish to have people who click on your ads directed to your website. Depending on what you hope to achieve with your Facebook Marketing campaign, you can set the campaign objective to any of the following;
- Brand awareness
- App Installs
- Lead generation
- Video views
- Page likes
- Event responses
- Post engagement
Create an Ad Account
This is the second step on your way to creating Facebook Ads for your business. Creating an Ad Account takes only a few seconds. Click on the “Continue,” button when done.
Create a new Ad Set
Your next step on the way to launching Facebook Ads for your Employment Law firm involves the creation of a new Ad Set.You should think of the Ad Set as the engine that drives your Facebook Ads. It determines the locations to which it will be delivered, the age range of the target audience, its budget, and much more.
Give your Ad Set a Name
For this example, we have named our Ad Set “Employment Law Attorneys.” You do not have to spend hours coming up with a name for your Ad, since it will only appear in reporting, insights and notification.
Having already named our Ad Set, we will begin working on laying out the traffic parameters for our Facebook Ad.
As you can see in the above screenshot, you can choose to have traffic from your Facebook Advertisement directed to an Website, an App or to Messenger, where visitors will have the chance to chat with you.
Budget and Schedule
To give your Employment Law firm the chance to succeed, you need to have a decent daily budget for your Facebook Ads. This enables you to reach out to as many people as is possible within your target population.
As you can see in the above screenshot, the default amount is set at $20 a day. You can either increase or decrease it as needed. You need to note, however, that increasing the budget usually translates in an increase in the number of people who will be able to see your Ads.
That is not to say, however, that you should have an infinite budget. What you need to do is strike a balance between what you spend and the results that you get at the end of the day.
Schedule your campaign
As you can see in the above screenshot, you can schedule your Facebook Ads to begin and end on given dates and times.
This section allows you to work on refining your target audience, which is important, because you want your ads to reach only those people who are likely to be on the hunt for Employment law attorneys.
This section allows you to set the country, city or town where you wish to have your ads displayed. Although it may be tempting for you to reach out to people beyond your area of operation, its important, at this point to restrict yourself to avoid spending money on people who may not have access to your services at the end of the day.
For our example Employment Law specialists, we are going to restrict our area of coverage to a radius of 25 miles around the city of Oakland, California. Employment Law firms can definitely increase this radius, which cannot be said for, as an example, a restaurant or a Café.
Age, Gender and Language
You can also further narrow down on your target audience by setting the parameters for the age range, gender and languages groups that you wish to reach.
All these settings are there to ensure that your ads are only delivered to a relevant target audience, which increases the chance that they will be positively received.
The detailed targeting section is another important section on which you need to work as part of the process of creating Facebook Ads for your Employment Law firm. Here, you can either include or exclude people who fall into any one of the many sections that are provided.
For an employment law firm, you may need to target, as you can see in the above screenshot, people who fall under the following interests and demographic groups;
- Labor rights
- Labor law
- People who have recently lost their jobs
- Employment discrimination laws in the United States.
You can choose to save your newly created audience for use on other Facebook Ads for your Employment law firm.
The good news for Employment Law attorneys is that the Facebook Ads that they create can be shown, not only on Facebook, but also on Instagram, Messenger and Audience Network.
Facebook will place your ads where they have the greatest chance of succeeding. However, if you are wish to have your ads only placed on Facebook, you can do that by editing placements.
Optimization and Delivery
The optimization and delivery section allows you to further refine the delivery of your ads to help you achieve your aims. If, as an example, you are looking for link clicks, you can choose that option and Facebook will deliver your ads to people who are most likely to respond click on the ads. You can also manually set the maximum amount that you are going to bid to have ads placed in front of each person within your target audience.
Creating your Ad
Now that you have defined your target audience through Ad Sets, the next thing that you need to do is actually create your Ad. This is an important step, and all the work that we have been doing so far has been leading towards this step.
Naming your Ad
You do not, once again, need to spend time thinking about the name that you will give to your Ad Set. It only appears in reporting, insights and notifications, and not in the ad itself.
You first step in creating the actual Facebook Ad for your Employment law firm involves choosing the Facebook Page that you wish to have represent your business in News Feeds.
The process of creating a Facebook Page is simple enough. We have laid it out in this article. Needless to say here that a Facebook business page is a great way through which you can reach out to your client base without having to fork out large amounts of money.
Facebook allows you to create video, image and slideshow ads. The thing to remember is that whatever you choose, you should make sure that your Facebook Ads are reverting. Social media is rather fluid, and you need to be outstanding if you are to attract people’s attention.
For this example, we are going to create a Slideshow. The good thing is that Facebook offers Stock Images (from Shutterstock), which you can use on your Ads. After clicking on the “Create Slideshow” button, the first thing that you need to do is make changes to your image duration. Generally a duration of about 3 seconds works best for slideshow ads. You can also choose to have the “Fade” effect between slides.
Next, click on the “Add Images,” button and click on “Stock Images.” You can now search for stock images. Our search for Employment Law Attorneys brings loads of results, so you should be good to go, whatever the ad that you are going to create.
The destination section allows you to add the website to which you wish to have your ads directed. If you are like the majority of Employment Law specialists who are out there, you probably already have a website. You do need to make sure that it is geared to turn the leads that you get through your Facebook Ads into conversions.
This section is important and should be thought of seriously as it is one of the things that get people to respond positively to your Facebook Ads.
The headline is another important section about which you should seriously think. We have named ours “Oakland’s Best Employment Law Attorney.”
A preview of the ad that you are creating can be found in a pane to the right of your screen;
When you are done creating your Ad, click on the Review Draft Items button and, if you have added a payment method, click on the Confirm button.