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We want to help you create ads that people want to see. We’ll break down Facebook’s advertising tools and how to make your ads more targeted and effective.

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There are several challenges to marketing a personal injury company on Facebook. Understanding them increases your chances of creating targeted, effective ads.

Your first challenge is to face off against businesses competing for the same customers. Your personal injury company should have the characteristics that make people choose you. Features can be timeliness, convenience, or creative ad copy.

Your second challenge is PPC pricing. Facebook ads aren’t as expensive as other personal injury PPC options, but you still have to pay when someone clicks. Budgeting early reduces the chance of spending money on ads that don’t work. Understanding which ad types are best for your message can also reduce risk.

Your third challenge is knowing which ads to use and how they differ from other tools. Getting started with Facebook Ads starts with understanding campaigns, ad groups, and ads.

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Creating effective ads is easier when you break them down into parts. Campaigns, ad packages, and ads are like nesting dolls. A set of relevant ads is an ad set. A campaign consists of a collection of ad sets.

Advertising is your message to potential customers. This approach tells them who your company is, what you offer, and how you make their lives easier.

Think of a Facebook ad as a single roadside billboard. Advertising includes your voice and the actions of passers-by.

An ad set is a series of many linked ads. These ad groups share similar settings to save time with your audience.

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An advertising campaign includes ad sets. Your campaign coordinates the overall goal your ads are trying to achieve.

Just like a series of ads, your Facebook campaign contains all of your ad sets. Ads can be videos, images or surveys. When they are all combined under one goal, they count as a campaign.

Facebook ads paired with an active business page drive action. When you support an active page, you create a seamless experience that builds trust.

Unlike Facebook ads, which we’ll explore below, you don’t pay for a Facebook Page. Your Facebook business page works alongside ads to increase your visibility on your channel. An active page with new and interesting posts will help attract the attention of the lead. They may also decide to follow you in the long run.

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An example of an active page is Fielding Law Group, a firm specializing in auto accidents. Their page is active with posts no more than a few months old. Each post is actionable and comes with prompts to connect, share or follow them.

Trying to please everyone is the fastest way to darkness. Finding high-quality leads is easy when narrowing down your target audience.

Your advertising is more effective when it is tailored to your ideal customers. Facebook Ads provides tools for demographics, geographic location and behavior. These audience targeting tools are divided into three categories to help your company stand out.

Facebook allows you to create a core audience based on the metrics you set. These metrics include important demographic information, such as:

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Although personal audiences are similar to mainstream audiences, there is one key difference. Your personal audience has already interacted with you and provided you with useful information.

Facebook defines custom audiences using collective data from past customers. This information is obtained from customer lists or application data.

This feature is handy because you can use pre-existing information for future campaigns. You save time researching and applying information you already know.

Local audiences give you new leads with less work. This tool searches for audiences with similar characteristics to your personal audience.

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This feature also collects information from previous customers. You can adjust your lookalike audience to be more or less similar to your personal audience. This may look like changing the number of people you reach or changing their interests.

This is a great tool to use when you want to promote your services to more people. A local audience is guaranteed to find new people who need your company.

Because Facebook ads require bidding, you’ll need to decide on a budget before you get started. The average law firm spends at least $10,000 per month on marketing. Using a paid advertising channel can cost you around $2,000 per month.

There are two main reasons for deciding on a budget early. Facebook ads change prices based on how many people are competing in an auction. Setting limits on your budget cuts down on what you can and can’t afford. For example, if you want to spend $10,000 on your ad campaign and it ends up costing you $15,000, you’ll get a refund.

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The second reason for budgeting is to reduce the chance of wasting money. Since Facebook ads are a form of PPC, you can lose money on irrelevant ads if you’re not careful.

In a Facebook auction, you compete with other businesses for ad space. The best offers increase your chances of targeting the right leads at the right time.

Facebook uses this link to determine the effectiveness of advertising. Your attitude ranges from one (lowest) to ten (highest). You will be rated based on positive or negative feedback from people who click on your ads. The more positive feedback you have, the higher your score.

Not only will relevant advertising reach its target audience, Facebook will also pay you less for it. You’ll have a better chance of winning bids against businesses with lower scores. If you want to calculate ad relevance, use their ad relevance tool.

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If you’ve never posted an ad before, you can quickly benefit from this feedback. A single ad gives you a starting point for where to go in your campaign.

Businesses running Facebook ads want to get the most leads for the least amount of money. Measuring how much your money is paying off is done using the following metrics.

The cost per lead model shows how much you spend to acquire one lead. This metric will help you determine how much you’re spending to adjust your budget.

While each lead score means you’re on the right track, it’s not the full picture. Each purchase price determines how much it will cost to acquire a paying customer.

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Facebook ads come in several formats, each with their own strengths. Finding the best advertising for your message will help your company better connect with customers.

By posting a message, you can increase the chances of a song being clicked. Facebook offers automatic placement to help you choose appropriate ad formats.

These ads are simple and show only one image that promotes your company. Images come with text, a headline, and a CTA button.

These ads take several single images and place them in a slideshow. A slideshow is useful if you need to give the viewer a little more information.

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Video is rapidly climbing to the top of the advertising mountain. Facebook video ads take fifteen seconds or less to capture a lead’s attention.

Carousel ads move between an image and a video. This type of ad displays ten images or short videos with individual links. The viewer has the ability to review each photo or short video at any time.

These useful ads create a simple form to fill out. They can submit their email and name so you can follow up later.

These ads are best for bottom of funnel retargeting. You can show these ads to people who have previously visited your website but have not submitted a contact form.

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There are two other types of advertising that lawyers can run, but may not give you the best results.

Instant experience ads are for mobile ads only. Once a potential customer taps on them, the ads become full screen.

Poll ads allow advertisers to ask viewers to choose one of two options. This increases interest in the ad and helps with retargeting.

These ad types work well for product sellers and e-commerce. This is because advertisements are visual showcases of products. This may not be best for lawyers who provide services instead of products.

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An effective ad is an ad that motivates your target customer to take a specific action. Working backwards from your goal leads to better ad campaigns. The best way to achieve this is by using a PPC funnel.

A PPC funnel is similar to a marketing funnel. It shows the different stages of awareness of potential customers when they see your ad.

People at different stages need different ads. Match ads to potential customers at different stages

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