Facebook Ads: Getting the Most Bang for your Buck in Legal Marketing

Facebook advertising is an easy and inexpensive way to promote your law firm. Smaller firms are diving into Facebook advertising, while larger firms are a little more skeptical. Here are a few things to consider if you are looking into Facebook:

  1. Reach. You can reach a wide variety of people. Facebook connects your ads with more than 500 million potential customers AND you can choose your audience by location, age, and interests. According to JusticeNewsFlash.com, Facebook has taken over Internet advertising, with 23 percent of the market, which mean 297 billion ad impressions.
  2. Ease. Not only is it easy to create an ad on Facebook, but you can also test those ads to make sure you’re getting the most bang for your buck. Test simple image and text-based ads and use what works.
  3. Cheap. You decide on how much money you want to spend. On Facebook, you can set your daily spending limit anywhere from $.01 to $1 million (or more). You decide on if you are going to pay your amount by CPC (clicks) or CPM (views). If you don’t know exactly where to start you can take what Facebook suggests for you, or like everything else on Facebook, you can just test it.
  4. Promote. With your ad you can either have it linking to your Facebook fan page or a landing page. With a Facebook fan page you can put more information about your law firm on this page, or you can just direct them to your website-it’s your choice!
  5. Data. Once you get your ad live, Facebook gives you data and information on who is clicking on your ad. It gives you all of the analytics so you can make sure you are hitting the right audience. With this data you can change things like location, age, and/or interests of your targeted audience.

Setting up an ad on Facebook takes about 10 minutes. Everything is your choice. It’s easier than other popular Internet ad programs.

According to Kevin Kelleher’s article, How Facebook Fixed the Social Advertising Program, Facebook has built its click-through rates all the way to 25% for some companies.

Back in 2007, Facebook’s click through rate was one of the worst for advertising, but that has changed drastically over time.

Facebook is now creating a “place where individuals are becoming friends with their brand”.

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