Facebook represents a rich hunting ground for the tech savvy business person who understands the fact that today’s average human being spends an inordinate amount of time chatting to friends and family on the social networking site. Whether you are a Divorce Attorney or a Commercial Cleaning company, no better way exists of building your brand than by having a presence on Facebook and on other Social Networking sites.
Creating Facebook Ads for a Divorce Attorney
Creating Facebook Ads can, we have to admit, be a bit overwhelming. Most of the times, it actually feels as if one needs to go to university in order to comprehend the intricacies of Marketing on the world’s biggest Social Media platform.
First, there are personal Facebook Accounts, then there is Facebook’s Ads Manager, Power Editor and Business Manager. The good thing is that things are not as complicated as they may appear at the beginning.
In fact, you can easily master the art of creating Facebook Ads for your Divorce Attorney business by following the tips that we give in this write-up.
Not enough time to learn all that? Why not call on the services of professionals to immediately get in touch with hundreds of potential customers through Facebook Ads?
How can Divorce Attorneys Advertise on Facebook
Any business that wishes to advertise on Facebook faces a number of unique challenges and opportunities. Nowhere are these more glaring than is the case with Divorce Attorneys. For one thing, the profession is not one that one would normally find being advertised on any Social Network. And getting divorced or separated is actually far from many people’s minds when they visit Facebook right?
A rich hunting ground
Well, that statement couldn’t be further from the truth. The truth is that Facebook represents an interesting melange of idea, relationship statuses, and other matrices.
It, therefore, represents a rich hunting ground for the Divorce Attorney who knows how to navigate through its sometimes murky waters.
To those who wish to use Facebook Ads to reach out to more customers, here is a guide that will help you grow your business;
How Advertising on Facebook Works
Advertising on Facebook is relatively easy. All that you need to do in order to get going is go to https://www.facebook.com/business. This takes you to the Facebook Business home page, from where you can click on the “Create Advert,” button to get going. From there, you then need to log into your personal Facebook Account (everyone has that, right?). Doing this takes into in Ads Manager, which we are going to use to create our Ad.
Power Editor Vs Ads Manager
One of the things that’s often confusing, particularly to beginners, as far as Facebook Advertising is concerned, surrounds whether to use Power Editor or Ads Manager when creating ads. We have already mentioned the fact that the Facebook terrain can be a bit confusing.
However, what you need to know is that Power Editor and Ads Manager have now pretty much been merged, with the result that although you can still see both when creating ads, you will find that they are quite similar.
We have already noted that we are going to use Ads Manager to create a Facebook Ad for this article. The process of creating Facebook Ads is composed of four steps;
This is the first step on your way to creating Facebook Ads for a Defense Attorney. Think of a Facebook Campaign as the shell around which your entire Ad is build.
Name your campaign
The first thing that you need to do is give your campaign a name. This name appears in reporting, insights and notifications. It does not appear in the ad itself. We have named our campaign “Facebook Ads for Divorce Attorneys.”
The next thing that you need to do on your way to creating Facebook Ads for a Divorce Attorney is choose an objective for your campaign. Each campaign can only have one objective. For this example, we are going to go with “Traffic,” as our objective.
This is the setting that you need to choose if you are going to be directing people who click on your ads to your website or to another landing page. However, you can also choose any of the following campaign objectives, depending on what you wish to achieve with your ads;
This is the second step on the way to creating Facebook Ads for your business. Creating an Ad Account is simple enough, and you should be done in no time. Click on the continue button when done to move to the next step.
The next thing that you need to do on your way to creating a new Facebook Ad for you Divorce Attorney business is create a new Ad Set.The importance of the Ad Set lies in the fact that it is where you really begin closing in on your target audience.
The thing to remember is that Facebook Ads should never be a hit and miss affair. The good news is that Facebook provides you with the tools that you need to precisely focus on your audience, using location, budget, schedule, age, sex and other settings which fall under the Ad Set parameter.
Naming your Ad Set
We have named Ad Set “Best Divorce Attorney.” The name that you give to your Ad Set can be anything. It only appears in reporting, insights and notifications, and not in the ad itself.
The Traffic setting allows you to determine what is going to happen when people click on your Facebook Ads. You can choose to have traffic directed to a landing page (website), to an App or to Messenger. With this last option, you can immediately engage your prospects, which increases the chances of conversion.
Budget and Schedule
You also need to set your daily budget for your Facebook Ad campaign. The thing that you need to remember here is that the more you spend, the greater the number of people that you are likely to reach. You can also set a schedule for when you want the campaign to end.
This is, perhaps, one of the most important sections as far as reaching out to potential clients through Facebook Advertising is concerned. The first thing that you need to ask yourself is, who are my clients and how can I best reach them through Facebook?
Where do you wish to have your Divorce Attorney Facebook Ads shown? The internet is vast, and what you don’t want to do is to waste money having your ads shown in places where they are hardly relevant. For this example we are going to assume that you are a divorce attorney who operates from Santa Monica in California.
Although it would be possible for you to offer your services to the whole of the United States, you likely to have greater success for your Divorce Attorney business by focusing only on your area of operation. Some businesses, such as restaurants and cafes, are even more location based. What this means is that for such a business, it would be a waste of time for you to target other places.
Notice that you can also choose the radius around which you wish your ads to reach. In screenshot above, the radius is set at 25 miles. You can increase and decrease this depending on how far you wish your Facebook Ads to be distributed. You can also exclude any locations to which you do not wish your ads to be distributed.
The settings that we have chosen so far give us an estimated reach of between 2 600 and 7100 people. Facebook estimates that this will give us an estimated 32 to 120 clicks. Note that you can increase these figures by boosting your daily budget.
The detailed targeting section allows you to further refine your focus on your target audience. This is important, in that it allows you to only target people who are likely to be interested in the services that you have to offer. For a Divorce Attorney, the target audience is likely to include the following;
You also get the ability, under Detailed Targeting, to further narrow your focus by excluding people who are unlikely to be interested in your services. As you can see in the screenshot below, we have excluded “Just Married,” people from our target group since these people are unlikely to be interested in any of our offers. People whose relationship status is “Engaged,” are also unlikely to be interested in anything that we have to offer.
Facebook owns a number of other Social Media companies and Placements allows you to determine the places where you wish the ads for your Divorce Attorney business to be shown.
Choosing “Automatic Placements,” means that your ads will automatically be show on Facebook, Instagram, Audience Network and Messenger.
This greatly expands your reach, as far as reaching out to your target audience is concerned. If you wish to have your ads shown only on Facebook, you can choose “Edit Placements,” and choose that option. When done, click on the “Continue,” button to move to the next section.
Your Facebook Ad is what people will actually see while browsing across Facebook. Its important, therefore, for you to spend time working on it to make sure that it is perfect. People are largely visual animals, and the visual appeal that your ad has will determine its success.
Naming your Ad
We are going to name our Ad, “Best Divorce Attorney Santa Monica, California.” This name does not appear in the Ad itself, so it can be anything.
This section allows you to choose a Facebook Page that will represent your business in Facebook news feeds. We have previously written a step by step article in which we chronicle what needs to be done in order to create a Facebook Business Page.
All that we can say here is that a business Page has the advantage that it broadcasts your brand to the larger Facebook crowd, without you having to pay anything. There are millions of Business Pages on Facebook, and you need to create yours in order to put your business on the map.
If, as you should, you have an Instagram account for you business, you can also connect it to get better results on the platform.
Available Ad Formats
Available formats for Facebook Ads are;
For this example, we are going to create a Facebook Ad in the form of a slideshow. Determining the best format for your business is a matter of carefully analyzing your target audience, and taking into account such factors as demographics and age.
After choosing the appropriate section in the above slideshow, you can begin uploading the images that you wish to use in your slideshow. Note that Facebook also provides stock images (from shutterstock), that you can use when creating your ads.
This section allows you to provide a piece of text that tells people who will see your ad the exact type of services that you will be offering. This text appears at the top of your ad, so its something on which your really need to dwell when making your Ad.
Another thing that you need to seriously think about is the headline that you are going to give to your ad. This is important, since the headline plays such an important role in getting people to click on your ads.
You can see your Ad’s preview in a pane to the right of your screen;
To finish up, click on the “Confirm,” button and, if you have added a payment method, you can confirm and have it launched across Facebook’s advertising networks.