If there’s one way to win more clients its by reintroducing your ads after they leave your website. Taking this approach to your Facebook Ads can not only save your advertising budget but also allow you to focus your campaign on the people who are really interested in your legal services.
Lawyers using Facebook Retargeting Ads can take advantage of an affordable and efficient advertising method.
Your Future Clients Are On Facebook
Facebook has more than 1.4 billion active users (avg. for December 2017) which is where many of your future clients can be found.
Facebook Users by Age in 2018
The graph above reveals some really important data on how many people are using Facebook:
- 3 million users aged 25 to 34
- 4 million users aged 35 to 44
- 4 million users aged 45 to 54
This will likely be the age bracket your law firm would be targeting your ads toward, however, some areas of law may focus on younger or older age ranges. The key focus is that somewhere in these numbers are a few new clients that require your firm.
What is a Facebook Retargeting Ad?
Have you ever been on Facebook then later went to another website only to see an advertisement for some CRM company appear at the top of the new website you’re browsing?
This is what is known as retargeting and it is an extremely effective way of bringing potential clients back to your website to contact your firm.
In the digital marketing world, Facebook’s retargeting ads tend to yield some of the highest returns from an advertisers ad budget. For your law firm, this provides you with an opportunity to maximize your budget by getting second, third, or more chances to convince someone that you are the lawyer for the job.
Facebook Retargeting On a Deeper Level
There are a few reasons why a retargeting campaign is very effective for advertising your law firm. An interpretation of Retargeting.com suggests that retargeting works because you can deliver ads again to your target clients which have already expressed interest in your law firm.
You’ll need an attorney website to get the most out of Facebook’s retargeting ads because a snippet of code must be placed on your website. This code places a cookie (a small tracker) onto any visitor’s computer which sends information back to Facebook about the pages they visited.
You would use Facebook’s custom audiences to retarget visitors to specific places on your website. For example, if a visitor went to your contact form, you can retarget them so they return and send you a message.
Another example could be a special offer for a free consultation for people considering divorce. This compelling offer is found on your homepage and in order for a visitor to receive this they must provide you with an email. Your initial Facebook campaign starts off by attracting Facebook users to your homepage. Some users stop by but you don’t receive as many emails as you like. With your retargeting ads, using an image that emphasizes that pain of divorce with more information about the benefits of hiring a divorce lawyer.
Retargeting is a cost-effective way to re-engage with your potential clients. It gives them a second opportunity to decide whether your law firm is the best choice available. Now, if you’re wondering how to set that up, you can learn how in the next section.
Setting Up Facebook Retargeting Ads
Using Facebook retargeting ads provides your law firm with a competitive edge. There aren’t many other law firms doing this which makes this a smart move for your law firm’s market strategy.
Here’s a simple approach to setting up next law firm’s Facebook Ad campaign with retargeting at your law firm:
Install Facebook’s “Pixel”
The first thing you have to do is install Facebook’s tracking pixel on your website. This pixel is what is used to track visitors on your website and sets up the retargeting ad through Facebook’s ad network.
You shouldn’t require any help from a web developer for placing the tracking pixel on your website. There’s an easy to follow explanation on Facebook’s help forums.
Choose Your Audience
The next step is to log into your Facebook Ads account and go to “Audience.” Facebook offers powerful tools to select a specific group of people to target your ads. If you’re a local law firm, you can select which city you’re in, their marital status, employment, the approximate level of income, whether the visited your website, and all kinds of combinations.
If you don’t want to create a custom audience, you can upload your own list of contacts instead. Or, you can merge both your contacts with the audience you want to target.
Whichever you decide, your ads are almost ready to be displayed to your target audience whenever they browse Facebook, Instagram, and other websites throughout Facebook’s advertising network.
Grab Their Attention
Your retargeting efforts will only be effective if you have a compelling message (or image) that can recapture your audience’s attention.
Why should they return to your website? What do you want them to do? Do you want previous visitors to return to a contact form after visiting your page containing a special?
Before you start creating your Facebook ad, it’s important to have a plan. This will help you determine the direction and the design of the overall ad. You retargeting ad has to catch people’s eye and bring them back to your website. Take a look at the example below:
This is just one of many ways you can use Facebook ads to target your potential clients and increase intakes at your firm. However, be sure you don’t make these mistakes with your Facebook Ads.