In the past, legal marketers were fairly limited in terms of their PPC advertising options. It was Google Adwords and everybody else. But Facebook has changed all that and is now arguably the most viable alternative to Adwords. According to B2C, Facebook accounts for 9 percent of the digital ad spending and 18% of the global mobile digital ad spending. That’s pretty impressive.
But for your campaign to succeed, you of course need qualified users to actually click on your ads. If you’ve been struggling in this area, here are some proven ways boost the CTR of your Facebook Ads.
Start with the Right Image
Unlike many other PPC platforms, Facebook Ads include images. In fact, images account for roughly 80 percent of the entire ad. So it should go without saying that the image you select is incredibly important.
Most experts agree that using contrasting colors is a smart move. Ideally, you’ll have a light colored background with your primary objects in the foreground contrasting it. This should make it so users’ eyes naturally gravitate to the image when scrolling through their Facebook feeds.
If it makes sense, try to include a photo of an attractive person smiling. Multiple studies have been performed and have concluded that featuring people facilitates an emotional connection and is integral in building trust.
Also opt for real photos rather than ones found on stock images sites. Remember that people are accustomed to seeing photos of their friends and family on Facebook, so generic stock photos just won’t cut it.
Use a Short Headline
The last thing you want to do is to overwhelm users with a longwinded headline. Instead, your goal should be to capture the essence of what it is you’re offering in as few characters as possible. But let’s turn to some research to see what the optimal length is.
Jeff Bullas found the following:
“Posts with 80 characters or fewer received 66 percent higher engagement.” Furthermore, “Ultra-short 40-character posts received 86 percent higher engagement than others.” The lesson here is that less is best. If you want to boost the CTR of your Facebook Ads, keep your headline as brief as possible.
Throw in Undeniable Social Proof
Social proof can do a lot for your law firm and can be just what you need to eliminate any skepticism. Here’s a really good example of social proof from AdEspresso.
See how they highlighted the fact that their eBook received well over 17,000 downloads in two months? If anyone was interested but doubting the legitimacy of the offer, this little bit of social proof should get them “over the hump.”
The point here is to always look for ways that you can use social proof to motivate your audience to click.
Facebook Ads can get results and often cost less than Google Adwords. But to fully take advantage, it’s necessary to understand what makes users tick and the psychology behind their behavior. Following these tips will not only boost the CTR of your Facebook Ads but should help convert more of your leads into clients.
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