Google Adwords has historically been a viable platform for paid advertising. But with a rising average cost per click (CPC), many brands are rethinking their game plan.
This is especially true for lawyers where the average CPC is the highest among all industries at a staggering $6.75 per click. (For comparison, e-commerce is only $1.16 per click.)
One of the top alternatives is social media paid ads on platforms like Facebook, Instagram and Twitter. For this post, I’ll examine which of these networks deliver the best results to help guide your efforts.
Website design company and digital agency, Blue Fountain Media “surveyed over 1,000 US consumers between the ages of 18-55 to learn more about their experiences, sentiments, and behaviors when served paid ads on social media platforms.”
Although they researched several different aspects, one of their more telling findings was the social media channels in which users were most likely to click on an ad. This doesn’t necessarily translate into a conversion because “only 10 percent will just click and buy a product, and 21 percent say they will never buy through a social media ad.”
But it does mean they’re at least willing to click, which is the mandatory first step you’re trying to accomplish. With that being said, here’s what they found.
The Social Media Channel on which they’re most likely to click on an ad:
- Facebook: 38 percent
- Instagram: 37 percent
- YouTube: 14 percent
- Twitter: 5 percent
- Pinterest: 4 percent
- LinkedIn: 2 percent
By these numbers, it’s clear that Facebook and Instagram are by far the best networks for social media paid ads, at least when it comes to engagement. With 38 percent of Facebook users and 37 percent of Instagram users saying they’re likely to click on an ad, there’s a good chance you can reach your legal audience through these platforms.
YouTube is still a viable option at 14 percent but certainly doesn’t carry the same weight as Facebook and Instagram. And Twitter, Pinterest and LinkedIn probably aren’t worth your time at 5 percent of less.
The bottom line here is that Facebook and Instagram should be your areas of emphasis when launching a social media paid ads campaign.
Other Helpful Data
Blue Fountain Media also offered some information on what types of social ads people are most responsive to.
- 31 percent said they enjoyed video ads the most
- 25 percent of the respondents said they enjoy eye-catching ads
This means you’ll probably want to focus on creating professional, video content that highlights your law firm and explains your service.
In terms of turnoffs, here’s what social users don’t like:
- 28 percent say when they have no interest in the product
- 27 percent say ads that use audio
So you’ll want to make sure you’re targeting your core audience and avoid using audio if at all possible.
Getting the Most From Social Media Paid Ads
There’s certainly a lot of opportunity with this marketing strategy. It’s great because it quickly gives your law firm access to a large number of users and almost instantly boosts your exposure. Knowing which platforms people respond the best to should help you get the most out of your time and budget.