SEO
6 Perfectly Preventable Ways Facebook Ads Tend To Go Wrong
Recent data shows that Facebook attracted 2.93 billion active monthly users. in Q1 2022, making it the social media platform used most around the world.
However, even though Facebook is the most popular social media platform, it doesn’t mean your ads will reach millions of people.
Nor should that be your goal, since that would expand past your budget and you’d end up targeting audiences who wouldn’t resonate with your brand.
How can you carve out an influential audience and customer base on Facebook?
Let’s take a look at some common mistakes that hurt ROI and how to avoid them, as well as some Facebook ad campaign strategy tips.
1. Deciding Facebook Is Not Suited To My Company
Some companies may choose to write off Facebook altogether since they may think it might not be best for their brand and complicated to incorporate or manage. But this would be a mistake.
Another reason brands may disregard Facebook Ads is because they believe it’s too expensive, but with a realistic budget and smart strategy, that’s far from the truth.
If your brand is considering Facebook ads, then it’s valuable to start by breaking down what your budget for Facebook Ads would be, including taking time to understand the different campaign potentials.
There are three crucial aspects of a Facebook campaign to consider when planning, such as the daily budget option, lifetime budget, and overall campaign budget optimization.
As we stated earlier, companies may think that Facebook ads aren’t for them because they might not be compatible with company branding for both B2B and B2C companies.
But both company types are sure to reach their target audience if they take the time to cultivate a strategy and get a bit creative.
For B2B brands, companies may believe their ads won’t attract professionals because the ad would appear on social media.
If this is a concern, then you might want to try lookalike audiences which are audiences that may be interested in your brand outside of the initial target audience.
A lookalike audience has the potential to broaden the scope of your audience and reach more businesses or individuals you didn’t initially consider.
This is a strategy to extend your reach through Facebook algorithms which have the ability to monitor multiple touchpoints as people and companies interact with Facebook.
The Facebook Lookalike Audience is the main feature that can help you connect with more people with similar qualities as your intended target audience.
This capability looks at what pages people like and interact with as well as their interests.
You can get more engagement with your content by adjusting it to answer questions they may have to engage with the audience on a topic, then creating additional supporting content to generate more engagement and traffic.
Then, based on this engagement, you can create a lookalike audience on social media.
For B2C companies that think they are more traditional or have non-digital products, it’s still a great way to build an audience and engage with individuals who may want to purchase your product.
It also builds brand authority to have a presence they recognize when searching for your product on social media.
You can create excitement, trust, and general interest that can turn into leads and long-term customers.
Whether you want sales or traffic, Facebook ads can be an effective tool, and Facebook makes the process more accessible through its algorithms and simple ad platform.
Now, let’s dive into strategy and objectives a bit more.
2. Having The Wrong Campaign Objective
The beginning of every strategy is setting your objective, and then you can decide the milestones and resources required to achieve it.
Facebook divides these objectives into three categories: awareness, consideration, and conversions.
If your goal is brand awareness, then you want to get people interested in your product or service through your ads and get them excited about your brand.
What makes your brand unique? What problem or problems does it solve? How can you best reach people, so they connect your product or service to your brand each time they see it?
Consideration is where you want to entice people to learn more about your brand and seek more information.
Get them intrigued to visit your website to learn more and potentially generate leads. Get people to like, comment, or message your brand to learn more.
Conversion, of course, is getting more sales. That strong and creative copy that prompts your call to action so they make a purchase.
Your objectives can change over time, but it’s crucial to select one objective for each campaign to evaluate its effectiveness since each strategy will have different goals and milestones.
Within the three groups, there are thirteen campaign objectives:
- Store Traffic
- Reach
- Brand Awareness
- Traffic
- Engagement
- Lead Generation
- Video Views
- Messenger
- Catalog Sales
- Conversions
- Event Response
- Page Likes
- App Installation
It’ll be essential to evaluate and consider each one to make sure you’re making the most out of your Facebook ad strategy.
It can seem overwhelming, so testing a few different ones may be the correct route for your brand.
After some practice, you’ll be able to see which ones are giving you the results you’re looking for, especially if you test multiple objectives over time.
Another vital component of setting a brand’s objectives is aligning the company’s objectives with its needs.
Correctly completing this aspect can help you optimize your budget, efforts for bidding options, and ad unit options.
Now we talked about milestones, and unfortunately, some companies wrongly measure their success simply through page likes or only consider a high click-through rate, but there’s more to it than that.
There are numerous platforms to analyze the analytics, which will get into a bit later.
3. Narrowing Down Into Too Wide (Or Too Specific) Targeted Audiences
Defining your target audience is key.
Even though you picked your objective, you still need to specify your audience, and it can be a bit tricky to make sure it’s not too large or too small.
You want to make sure your content targets audiences interested in your ad, and one of the best ways to do this is to create a customer profile of someone you would like to attract to your brand. This profile should be all-encompassing.
While it’s good to start with age, gender, income, marital status, and education level, you want to go further into what their hobbies, values, and interests are as well.
To really connect with people, you’ll have to consider more detailed factors to create your content for your ads.
Even though you establish a customer profile, you don’t want to go too narrow and target solely based on an office type, job title, or daily budget.
On the other hand, if you go too broad, you can target people who wouldn’t be interested in your brand and spend more money retargeting.
To solve this conundrum, here are some tips for the best way to build your audience for Facebook ads.
Let’s talk about content.
Focus on the different order for each ad, and try to tell a story through each iteration.
How will the customer journey evolve for each ad you present? And what is your intention for each ad along the way?
Then, once you’ve selected your audience and started your campaign, you can use the audience insights to better target people and redefine your reach. And, you want to observe how the audience is interacting with your page and content.
Additionally, you can layer different audience components such as their interests to reach more audiences in each ad.
It’s important to keep in mind some changes Meta is making to Facebook Ad Targeting for 2022.
These changes revolve around how brands connect with audiences based on health causes, sexual orientation, religious practices and groups, and political beliefs.
People were concerned with data privacy, especially when it comes to ad targeting, and Meta has made changes to resolve this issue.
However, Meta may also make further changes down the line, so it’s essential to keep these shifts on your radar.
4. Using The Wrong Ad Type
There are numerous ad types you can use on Facebook. These include pictures, infographics, videos, carousels which are multiple images or a video, and product displays such as a collection.
Once you figure out your objective, audience, and the way in which you would like your customer journey to unfold, it’ll be easier to select the ad type that will work best for your campaign.
Then, over time as you measure and track engagement for different pieces of content, you’ll be able to see which types resonate best with your audience.
Make sure to check the requirements for each format type since there are different view options based on a mobile device, computer, and small pop-up ads.
Also, it’s important to consider how your audience will view your content on each device to make sure it’s effective.
Myth: Assuming You Need To Have A Big Budget For Image/Video
You can create impactful, high-quality ads with simple tools such as Canva, which has preset templates where you can add your brand color and logo, and photos to your ads.
These types of platforms simplify ad creation and are generally cost-effective.
Additionally, you can use the carousel format to give your audience multiple stock photo images to browse through or create a compelling video.
5. Not Measuring Conversions
If you’re not monitoring your campaign or end up abandoning the ad, it’ll be hard to measure its true return on investment to better inform future campaigns.
It’s the only way to really see if your ads are working or find ways to pivot and re-strategize. Don’t let an initial campaign discourage you.
One effective tool to monitor analytics is to use Google Analytics to track various aspects such as consumer location, content, conversions, mobile engagement, and more.
You can check out the guide to Google Analytics here for a step-by-step tutorial.
Facebook will also give you insightful analytics to see the engagement you’re receiving for each ad and how it performs compared to others throughout the weeks.
Additionally, through Facebook Business Suite, you can manage campaigns in one location for both your Facebook and Instagram posts, as well as customize or adjust your campaign.
Check out some additional simple tips for driving more conversions once you have set your benchmark, such as remarketing engagement and other capabilities and experimenting by reviewing your data and retargeting ads.
So, maybe you’ve tried some tactics, and your Facebook Ads aren’t converting. Here are some reasons why your ads may not be converting and some tips to improve.
One reason is that your brand might not have enough audience data yet.
If this is your first campaign or you’re a newer brand, you might need to gather more analytics and comprehensive audience data to target your ads better.
You can accomplish this through Google Analytics, Microsoft Ads PPC, Facebook analytics, surveys, and questionnaires.
You may also need to take another look at your targeting parameters.
As stated earlier, going too wide or too narrow can diminish the effectiveness of your campaign.
You can improve this by redefining the three boundaries: demographics, psychographics, and behaviors.
Additionally, if customers aren’t buying your product or service, it can be impactful to focus on Facebook lead ads.
6. Not A/B Testing
When creating a Facebook ad campaign, it’s crucial not to assume you know what will automatically appeal to your intended audience.
Try completing some A/B Testing, and you might be surprised.
For example, you can make minor changes such as switching the call to action, messaging, or image selection to see which best engages with your audience.
Make sure to use the Facebook Ad Library for comparisons with other brands as well as to see trends and longevity.
Look at competitors’ ads to see what’s working for them within their ad messaging or format to connect with your similar audience.
Timing is also key to ensuring you’re reaching your audience at the right time.
Keep in mind the upcoming holidays that you might want to incorporate into your campaign.
Funnel mapping is also great to see where your audience is going when they go to your call to action.
When you look at the ad journey from the customer’s perspective, you can pinpoint areas for improvement.
Conclusion
When brands take the time to strategize and consider their objective, needs, audience, content type, and ad journey, Facebook ads become a more manageable option.
They are a cost-effective way to engage and grow a brand’s audience and have the potential for a great return on investment.
When you’re just getting into social media marketing, learning from your mistakes is an excellent opportunity for growth. It offers the chance to pinpoint areas for improvement.
Then you can course-correct to better connect with and expand your audience and customer base.
Facebook ads can become an influential tool in a brand’s market strategy.
More Resources:
Featured Image: Kaspars Grinvalds/Shutterstock
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SEO
Expert Embedding Techniques for SEO Success
AI Overviews are here, and they’re making a big impact in the world of SEO. Are you up to speed on how to maximize their impact?
Watch on-demand as we dive into the fascinating world of Google AI Overviews and their functionality, exploring the concept of embeddings and demystifying the complex processes behind them.
We covered which measures play a crucial role in how Google AI assesses the relevance of different pieces of content, helping to rank and select the most pertinent information for AI-generated responses.
You’ll see:
- An understanding of the technical side of embeddings & how they work, enabling efficient information retrieval and comparison.
- Insights into AI Content curation, including the criteria and algorithms used to rank and choose the most relevant snippets for AI-generated overviews.
- A visualization of the step-by-step process of how AI overviews are constructed, with a clear perspective on the decision-making process behind AI-generated content.
With Scott Stouffer from Market Brew, we explored their AI Overviews Visualizer, a tool that deconstructs AI Overviews and provides an inside look at how Snippets and AI Overviews are curated.
If you’re looking to clarify misconceptions around AI, or looking to face the challenge of optimizing your own content for the AI Overview revolution, then be sure to watch this webinar.
View the slides below, or check out the full presentation for all the details.
Join Us For Our Next Webinar!
[Expert Panel] How Agencies Leverage AI Tools To Drive ROI
Join us as we discuss the importance of AI to your performance as an agency or small business, and how you can use it successfully.
SEO
7 Strategies to Lower Cost-Per-Lead
SEO for personal injury law firms is notorious for how expensive and competitive it can be. Even with paid ads, it’s common for every click from the ad to your website to cost hundreds of dollars:
When spending this kind of money per click, the cost of gaining new cases can quickly skyrocket. Since SEO focuses on improving your visibility in the unpaid areas of search engines, you can cut costs and get more leads if you’re savvy enough.
Here are the strategies I’ve used to help new and boutique injury and accident law firms compete with the big guns for a fraction of the cost.
Recommendation
Unlike many other local service businesses, personal injury law firms need to work harder to earn trust and credibility online.
This applies to earning trust from humans and search engines alike. Google has a 170-page document called the Search Quality Rater Guidelines. This document contains two frameworks law firms can use to help Google and website visitors trust them more.
The first is “your money or your life,” or YMYL. Google uses this term to describe topics that may present a high risk of harm to searchers. Generally, any health, finances, safety, or welfare information falls into this category. Legal information is also a YMYL topic since acting on the wrong information could cause serious damage or harm to searchers.
The second framework is EEAT, which stands for experience, expertise, authoritativeness, and trustworthiness.
This framework applies more broadly to all industries and is about sharing genuine information written by experts and authorities for a given topic. Both YMYL and EEAT consider the extent to which content is accurate, honest, safe, and reliable, with the ultimate goal of delivering trustworthy information.
Here are the things I implement for my personal injury clients as a priority to improve the trustworthiness of their online presence:
- Prominently display star ratings from third-party platforms, like Google or FaceBook reviews.
- Show your accreditations, certifications, awards, and the stats on cases you’ve won.
- If government-issued ratings or licenses apply to your practice areas, show those too.
- Add contact information like your phone number and address in the footer of every page.
- Share details of every member of your firm, highlighting their expertise and cases they’ve won.
- Add links to your professional profiles online, including social media and law-related listings.
- Include photos of your team and offices, results, case studies, and success stories.
Generally speaking, your Google Business listing can account for over 50% of the leads you get from search engines. That’s because it can display prominently in the maps pack, like so: 
Without a Google Business listing, your firm will not show up here or within Google Maps since it is managed completely separately from your website. Think of your Google listing like a social profile, but optimize it like a website. Make sure you create one of these for each location where you have an on-the-ground presence, ideally an established office.
Take the time to fill out all the details it asks for, especially:
- Your firm’s name, address, and phone number
- Your services with a description of each
- Images of your premises, inside and outside the office
And anything else you see in these sections: 
Also, make it a regular habit to ask your clients for reviews.
Reviews are crucial for law firms. They are the number one deciding factor when someone is ready to choose a law firm to work with. While you can send automated text messages with a link to your Google profile, you’ll likely have a higher success rate if you ask clients in person while they’re in your office or by calling them.
I’ve also seen success when adding a request for a review on thank you pages.
For instance, if you ever send an electronic contract or invoice out to clients, once they’ve signed or paid, you can send them to a thank you page that also asks for a review. Here’s my favorite example of this from a local accountant. You can emulate this concept for your own website too:
Recommendation
The most common way that people search for legal services is by searching for things like “personal injury lawyer near me” or “car accident lawyer new york”.
For instance, take a look at the monthly search volume on these “near me” keywords for an injury and accident lawyer:
People also commonly search at a state, city, and even suburb level for many legal services, especially if it’s an area of law that differs based on someone’s location. To optimize your website architecture for location keywords like these, it’s best practice to create dedicated pages for each location and then add sub-pages for each of your practice areas in that location.
For example, here’s what that would look like:
The corresponding URL structure would look like this:
- /new-york
- /new-york/car-accident-lawyer
- /new-york/personal-injury-lawyer
- /new-york/work-injury-lawyer
Pro Tip:
Check out my guide on franchise SEO for local and national growth strategies if you have many offices nationwide.
A topic hub is a way to organize and link between related articles on a website. It’s sometimes referred to as a topic cluster because it groups together pages that are related to the same subject matter.
If you run a small firm or your marketing budget is tight, I recommend focusing on a single area of law and turning your website into a topical hub. You can do this by publishing different types of content, such as how-to guides, answering common questions, and creating landing pages for each of your services.
For example, if you currently offer services for immigration law, criminal defense, and personal injury compensation, each appeals to very different audience segments. They’re also very competitive when it comes to marketing, so focusing your efforts on one of these is ideal to make your budget go further.
Most areas of law are naturally suited to building out topic clusters. Every practice area tends to follow a similar pattern in how people search at different stages in their journey.
- Top-of-funnel: When people are very early in their journey, and unaware of what type of lawyer they need, they ask a lot of high-level questions like “what is a car accident attorney”.
- Mid-funnel: When people are in the middle of their journey, they tend to ask more nuanced questions or look for more detailed information, like “average settlement for neck injury”.
- Bottom-of-funnel: When people are ready to hire an attorney, they search for the practice area + “attorney” or “lawyer”. Sometimes they include a location but nothing else. For example, “personal injury lawyer”.
This pattern applies to most areas of law. To apply it to your website, enter your main practice area and a few variations into Keywords Explorer:
Make sure to include a few different variations like how I’ve added different ways people search for lawyers (lawyer, attorney, solicitor) and also for other related terms (compensation, personal injury, settlement).
If you check the Matching terms report, you’ll generally get a big list that you’ll need to filter to make it more manageable when turning it into a content plan.
For example, there are 164,636 different keyword variations of how people search for personal injury lawyers. These generate over 2.4 million searches per month in the US.
You can make the list more manageable by removing keywords with no search volume. Just set the minimum volume to 1:
You can also use the include filter to only see keywords containing your location for your location landing pages:
There are also a number of distinct sub-themes relevant to your area of law. To isolate these, you can use the Cluster by Terms side panel. For instance, looking at our list of injury-related keywords, you can easily spot specific body parts that emerge as sub-themes:
Other sub-themes include:
- How the accident happened (at work, in a car)
- How much compensation someone can get (compensation, average, settlement)
- How severe the injury was (traumatic)
Each of these sub-themes can be turned into a cluster. Here’s what it might look like for the topic of neck injuries:
People tend to ask a lot of questions related to most areas of law. As you go through the exercise of planning out your topic clusters, you should also consider building out a knowledge hub where people can more easily navigate your FAQs and find the answers they’re looking for.
Use the knowledge base exclusively for question-related content. You can find the most popular questions people ask after an accident or injury in the Matching terms > Questions tab:
You can also easily see clusters of keywords for the top-of-funnel and mid-funnel questions people ask by checking the Clusters by Parent Topic report. It groups these keywords into similar themes and each group can likely be covered in a single article.
Here’s an example of how Smith’s Lawyers has created a knowledge base with a search feature and broad categories to allow people to find answers to all their questions more easily.
The easier you make it for people to find answers on your website, the less inclined they are to go back to Google and potentially visit a competitor’s website instead. It also increases their interaction time with your brand, giving you a higher chance of being front-of-mind when they are ready to speak to a lawyer about their case.
Some areas of law lend themselves to certain types of interactive content. An obvious example is a compensation calculator for injury and accident claims. Doing a very quick search, there are over 1,500 keywords on this topic searched over 44,000 times a month in the US.
The best part is how insanely low the competition is on these keywords:
Keyword difficulty is graded on a 100-point scale, so single-digit figures mean there’s virtually no competition to contend with. It’s not all that hard to create a calculator either.
There are many low-cost, no-code tools on the market, like Outgrow, that allow you to create a simple calculator in no time. Other types of interactive content you could consider are:
- Quiz-style questionnaires: great for helping people decide if they need a lawyer for their case.
- Chatbots: to answer people’s questions in real-time.
- Assessments: to pre-qualify leads before they book a meeting with you.
- Calendar or countdown clock: to help people keep track of imminent deadlines.
Backlinks are like the internet’s version of citations. They are typically dark blue, underlined text that connects you to a different page on the internet. In SEO, links play a very important role for a few different reasons:
- Links are how search engines discover new content. Your content may not be discovered if you have no links pointing to it.
- Links are like votes in a popularity contest. The more you have from authoritative websites in your industry, the more they elevate your brand.
- Links also help search engines understand what different websites are about. Getting links from other law-related websites will help build relevancy to your brand.
Think of link building as a scaled-down version of PR. It’s often easier and cheaper to implement. However, it is very time-intensive in most cases. If you’re doing your own SEO, hats off to you!
However, I’d recommend you consider partnering with an agency that specializes in law firm SEO and can handle link building for you. Typically, agencies like these will have existing relationships with law-related websites where they can feature your brand, which will be completely hands-off for you.
For instance, Webris has a database of thousands of legal websites on which they have been able to feature their clients. If you don’t have an existing database to work with and you’re doing SEO yourself, here are some alternative tactics to consider.
Expert quotes
Many journalists and writers benefit from quoting subject-matter experts in their content. You could be such an expert, and every time someone quotes you, ask for a link back to your website. Check out platforms like Muck Rack or SourceBottle, where reporters post callouts for specific experts they’re looking to get quotes from or feature in their articles.
Guest posting
If you like writing content, you can alternatively create content for other people’s websites and include links back to your site. This approach is more time intensive. To make the effort worth it, reach out to websites with an established audience so you get some additional brand exposure too.
Updating outdated content
If you’re checking out other people’s legal content and you ever notice a mistake or outdated information, you could reach out and offer to help them correct it in exchange for a link to your website.
Naturally, you’ll need to recommend updates for sections of content that relate to your practice areas for this to work and for the link to make sense in the context of the content.
Final thoughts
SEO for personal injury lawyers is one of the most competitive niches. High advertising costs and high competition levels make it difficult for new or small firms to compete against industry giants.
As a new or emerging firm, you can take a more nimble approach and outrank the big firms for low competition keywords they haven’t optimized their websites for. It’s all about doing thorough research to uncover these opportunities in your practice area.
Want to know more? Reach out on LinkedIn.
SEO
Google Ads To Phase Out Enhanced CPC Bidding Strategy
Google has announced plans to discontinue its Enhanced Cost-Per-Click (eCPC) bidding strategy for search and display ad campaigns.
This change, set to roll out in stages over the coming months, marks the end of an era for one of Google’s earliest smart bidding options.
Dates & Changes
Starting October 2024, new search and display ad campaigns will no longer be able to select Enhanced CPC as a bidding strategy.
However, existing eCPC campaigns will continue to function normally until March 2025.
From March 2025, all remaining search and display ad campaigns using Enhanced CPC will be automatically migrated to manual CPC bidding.
Advertisers who prefer not to change their campaigns before this date will see their bidding strategy default to manual CPC.
Impact On Display Campaigns
No immediate action is required for advertisers running display campaigns with the Maximize Clicks strategy and Enhanced CPC enabled.
These campaigns will automatically transition to the Maximize Clicks bidding strategy in March 2025.
Rationale Behind The Change
Google introduced Enhanced CPC over a decade ago as its first Smart Bidding strategy. The company has since developed more advanced machine learning-driven bidding options, such as Maximize Conversions with an optional target CPA and Maximize Conversion Value with an optional target ROAS.
In an email to affected advertisers, Google stated:
“These strategies have the potential to deliver comparable or superior outcomes. As we transition to these improved strategies, search and display ads campaigns will phase out Enhanced CPC.”
What This Means for Advertisers
This update signals Google’s continued push towards more sophisticated, AI-driven bidding strategies.
In the coming months, advertisers currently relying on Enhanced CPC will need to evaluate their options and potentially adapt their campaign management approaches.
While the change may require some initial adjustments, it also allows advertisers to explore and leverage Google’s more advanced bidding strategies, potentially improving campaign performance and efficiency.
FAQ
What change is Google implementing for Enhanced CPC bidding?
Google will discontinue the Enhanced Cost-Per-Click (eCPC) bidding strategy for search and display ad campaigns.
- New search and display ad campaigns can’t select eCPC starting October 2024.
- Existing campaigns will function with eCPC until March 2025.
- From March 2025, remaining eCPC campaigns will switch to manual CPC bidding.
How will this update impact existing campaigns using Enhanced CPC?
Campaigns using Enhanced CPC will continue as usual until March 2025. After that:
- Search and display ad campaigns employing eCPC will automatically migrate to manual CPC bidding.
- Display campaigns with Maximize Clicks and eCPC enabled will transition to the Maximize Clicks strategy in March 2025.
What are the recommended alternatives to Enhanced CPC?
Google suggests using its more advanced, AI-driven bidding strategies:
- Maximize Conversions – Can include an optional target CPA (Cost Per Acquisition).
- Maximize Conversion Value – Can include an optional target ROAS (Return on Ad Spend).
These strategies are expected to deliver comparable or superior outcomes compared to Enhanced CPC.
What should advertisers do in preparation for this change?
Advertisers need to evaluate their current reliance on Enhanced CPC and explore alternatives:
- Assess how newer AI-driven bidding strategies can be integrated into their campaigns.
- Consider transitioning some campaigns earlier to adapt to the new strategies gradually.
- Leverage tools and resources provided by Google to maximize performance and efficiency.
This proactive approach will help manage changes smoothly and explore potential performance improvements.
Featured Image: Vladimka production/Shutterstock
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