Targeting Your Audience in Facebook Ads and Sponsored Stories

Target who you want to see your Facebook ads by using a wide range of filters.

Facebook Ads and Sponsored Stories are excellent ways to increase your law firm’s online visibility, but you’ll want to make sure your firm’s ad is being seen by people who are most likely to need an attorney. Lucky for you, Facebook has a very specific way for advertisers to ensure their ads and stories reach the right audience.

Whether you are encouraging users to go to your Page on Facebook or your own website (side note: it’s better to direct them to your Facebook Page), you want to set the parameters for who sees your ad or story. Facebook’s Business Ads page allows you to tailor your intended audience based on:

• Language, location, education and work
• Gender, age, birthday and relationship status
• Likes and interests

You can also narrow down your audience by the very type of way you choose to promote your business: anyone can see a regular Facebook Ad, but only friends of connections can see Sponsored Stories.

Unsure of the benefits of ad filters?

Effectively using the filters outlined above and creating good ads has a great deal of potential for lawyers. A Skokie divorce attorney can set up their campaign to run ads targeted at individuals whose relationship status is “It’s complicated.” Similarly, an estate planning attorney could run a series of ads about creating wills to Facebook users  over the age of 60.

You can even be so specific that your audience parameters seem slightly stalkerish. For example, a DUI lawyer whose practice is in a college town could choose to target individuals located near him aged 18 to 22 presently enrolled at the local university who have liked the business pages of Corona and Blue Moon Brewing Company. When you look at it that way, the possibilities are endless!

Social Media Mondays is a CaseDetails.com series covering different topics in the social media world on a weekly basis. Check back every Monday for more news on social media and useful information on how law firms can use social platforms to their advantage.