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How To Get Car Accident Leads On Facebook

Hello everyone. Today I want to show you how we generate car accident cases using Facebook. I am attempting to show you this process without revealing the client’s name. We ran this campaign for a while, and it is not running right now. We spent $13349. It generated 124 car accident leads in Philadelphia, that’s $107 bucks a lead. So, it’s actually not too bad because they genuinely got some really decent cases out of this. What I want to show you is basically how we did it. It is important to note, the process is important. Doing only one part of the system will not bring the returns you want.

Targeting

First, I will explain one of the things we did. This will show you some of our targeting. The client is located in Philadelphia. As you will see, we basically did Philadelphis plus 49 miles, because we wanted to eliminate Delaware, Maryland, and New Jersey. These are Facebook lead ads. Now, one of the things that we did (that worked really well) is we targeted insurance interests. So if they’re interested in Allstate, Auto-Owners Insurance, Ensurance, Farmers, GEICO, Insurance Policy, Liberty Mutual, just all these different ones they fit into our target.

It’s all about the targeting. In fact, you have to do really good targeting. For example, we’re targeting people that have shown interest in these things because if they get into an accident, they’re probably going to go to their car insurance website. They’re going to go to Liberty Mutual or whatever it is on their phone, so that’s kind of the thought process there.

Results of this ad

How did this ad actually do? This one ad generated 29 leads at $128 apiece. I’d like to show the ad, but in order to show the ad I would have to blur out the name of the client. The ads were really just elementary and basic. These are not my favorite types of ads to run because the photograph is just a stock image of an accident. It is a photo of an airbag deployed or like a crunched car or something like this. A vibrant photograph that shocks the reader (not gore) and grabs their attention will keep them reading. Put a good photo on your ad.

The Ad

The first part of the ad, you always want to make sure that it says, “Have you been in an accident?” Now, there’s a couple important parts about this ad that I use in all of my ads. So, first of all, after a car accident, you always want to call out the target demographic in the first couple words here.

Pattern

Right in the section after “After a car accident” this is the most important part of the ad. I call it the pattern and it is very important. Again, this is the most important part.

So, anyone who sees my ads all the time, you see that they always start with, “Hey, lawyers,” or “Does your law firm–” or “Many lawyers think–” or “Many attorneys think–” it’s because I want to call them out right there. And then also down here, you want to make sure that you have something that catches their eye, so car crash, and then I intentionally put the car in that right down there, so that people see that, and then they go, “Wait, I was in a car crash.” This will help you, because there really is, magic is in the targeting. That’s really what it comes down to.

Various examples and strategies

This campaign got 22 leads at $80 per lead. Let’s take a look at this one. This is targeting Philadelphia again. We had a daily budget of $50 a day. Okay. So, what did we target here? I think that really what we did is we ran this just as a very really wide ad. and then we did that exact same targeting and then we created a custom audience for it that worked very well. So it’s interesting that we virtually left this one wide open. It was basically just ages 34 – 65 and we just let it rip and it worked pretty well.

But again, it worked well because of the fact that we used those elements that I talked about in terms of how to construct an ad. Okay. This next one is a big guy. I got 71 leads at $103 a lead Let’s see, 70 — this is the big guy right here. Seventy one leads at $103 a lead. We got a lot of ads that did that. And actually, this is interesting and kind of the funniest one.

We really just targeted personal injury lawyers. All we did was run a personal injury lawyer program and then we had a ton of ads that we ran. I’m not going to go into the ads, but every single one of these are Facebook leads. We did Facebook lead ads. So some of these were getting ads, like a bunch of them didn’t get any, didn’t get any results, but then, like we had a couple here. So, this one won the cost per result.

Okay, so if we have a bunch: 7 leads, 7 leads, 7 leads, 7 leads. Then of course, the attorney is listed at the top. I do not want to show the client’s name, but you can find many ads like this. Then there is usually a photograph of a wrecked car or an accident. The most important thing here is choosing a really vibrant photo to grab the eye.

Some car crashed or car accidents I would not run. (Looking through files,, there are several that would not be usable.) Finding an example from 2017 Pennsylvania we found one that is actually interesting, but it’s this car crash right here, so that one worked pretty well, too. What it really comes down to making sure that you have the proper targeting. Then making sure that you’re calling people out correctly. You must make sure that you’re calling out your target demographic correctly and right in the key spots of the ad. And use very vibrant imagery.

However, please understand that this is by far not the best strategy. The best strategy is you do something that I call authority branding. Basically what authority branding does is it allows you to create a custom audience.

Authority Branding

All right. So, basically, what you do is you run a wide audience. So you’ll have like your entire audience. I don’t know where you’re located but we have been using Philadelphia, so let’s say the state of Philadelphia.

So what you do is you create a video that solves a problem. This is called dog whistle marketing. You create one video that solves a problem that anyone who has been in a car accident is going to have. For example, maybe you create a video which talks about three ways to get your medical bills paid after your car accident claim has been denied. Then you create a custom audience. So custom audience on Facebook, and you make it at 25% viewers.

So, what that means is you create an ad that consists of people who watch 25% of this video. Then what you do is you create another video and you show that video only to people who watched 25% of this video. Now, this video should be like, five minutes or longer long. The thing is that five minutes or longer is like 25% of 5 minutes. I think it’s a minute 15 seconds on Facebook. On the internet, that’s an eternity. There is no way somebody that’s not interested in that video is watching 25%. So, there’s no way that somebody who is not interested in this topic and that doesn’t have this problem is going to watch a minute and 15 seconds. It’s just not going to happen.

So now you have this other custom audience, right? Now, you create another video and you solve another problem. Don’t make it anything too detailed and too difficult.  Don’t do any hard pitches or anything like that. Just solve another problem. What’s the other problem? A common problem is like how to get back to work after you’ve been in a car accident? Or how to get medical treatment when doctors won’t see you. I know there’s a lot of medical doctors that won’t see you after a car accident. There are a ton of problems people face after an automobile accident. You are giving them information that is valuable. They will remember you when it is time for an attorney.

You can basically create another custom audience and actually you can really do, you can feed into this one, but if you really want to get granular about this, then you create another custom audience of people that watch 25% of this video. Just like the procedure above

this should be five minutes also. What that means is that they’ve watched 25% of this video, and then they’ve also watched 25% of this video. And then right here, this is where you can maybe offer some free help or something like that.

Now, in these videos also, it doesn’t mean you can’t offer some free help, but what you want to do is you want to talk to the camera like you’re talking to a friend. So you don’t want to say, “If you’ve been in an accident, call me today for a free consultation.” You will say, “Listen, if you’re having trouble getting your medical bills paid, if the car insurance companies deny your claim, then what I want you to do is just leave a comment below or shoot me a direct message. I’ll look at your stuff. I’ll help you out. I’ll point you in the right direction and I’ll see what I can do for you. And if I can’t help you out, I’ll find somebody that can help you,” you know.

But what you want to do is think about it like how you would talk if your best friend got into a car accident. Would you tell them to call you for a free consultation, or would you say, you know, “Let me have a look.  Send me your stuff. I’ll take a look at it and I’ll figure out how I can help you.” That’s what you would do.

So, to recap, what you do is you create a video that solves a problem that only these people would have, and you show it to a very wide audience. Now, this is probably going to be something like 2.4 million people. This is going to be a really, really wide audience. Facebook usually shares that with about 2.4 million people, might even be higher than that. I don’t know. It’s going to be a big audience.

Then you’re going to create a custom audience of people that watch 25% or more of this video, and you’re going to show them video 2, which solves the second problem. Then you’re going to create a custom audience of people that watch 25% of video number 2 and then you’re going to start showing them video number 3. Honestly, you can keep doing this. As long as these videos run you will just keep them evergreen, and you can run this forever. You don’t have to ever turn it off, you know, because it’ll always be running, it’ll always be showing to people.

This is how you get Facebook. It’s not complicated. A lot of people want to try to make Facebook advertising complicated, but it’s really not. Just get the fundamentals right and you’ll be good. If you have any questions, let me know, and I’ll help you out.

Mass Torts Made Perfect

Hey, everybody. Andy Stickel, here.

I was just talking to Sharon from Mass Torts Made Perfect on my podcast, “The Law Firm Marketing Hacks” podcast, and what we were talking about is how amazing conferences are to go to, and specifically, Mass Torts Made Perfect. If you’re a personal injury attorney and if you handle mass torts or similar things like that, this is a great conference to attend. Some of the things that we were talking about is this:

• You attend the conference you get in on the ground floor, getting a lot of mass torts
• At the same time, the new mass torts are coming together
• You are now in a key position to begin networking

This all fits together beautifully. You can network and you can really get in on the ground floor of a lot of this stuff.

One of the things that we were talking about is how the 3M Earplug Campaign actually originated at Mass Torts Made Perfect. It’s kind of funny because that conference is where mass tort really originated. It’s where a lot of the attorneys got together and started figuring out, “Okay, what’s the best way to handle this, and how are we going to get these cases and everything?” So, I didn’t know that that’s where it started.

What is cool about it is that we actually ran a campaign for a client down in Florida it was a 3M Campaign, a lead generation campaign. We generated 77 leads at $40 a lead just in this one campaign. And I want to show you exactly how we did it because most of these, I want to say probably half of them, turned into actual clients. Basically, that makes them 80 bucks a case, which is pretty good if those numbers are right. I don’t know the exact numbers, but I know it’s very close to those numbers.

I am going to show you exactly how we did it, how we ran these Facebook ads. How you can do it, too. So, basically, you can see we’ve got a couple of ad sets here. We had a car accident campaign we ran that got 8 leads at 45 bucks apiece. That was a small one. We have another lead generation campaign for car accidents that got 32 leads at $122 a lead, but this is the one we’re really looking at, 3M lead generation. This got 77 leads at $40.55 a lead. We reached 67,000 people.

So, let me show you actually how we structured this. So, this is inside of the campaign and basically, what we did is we focused on specific interests that veterans would be interested in. We actually broke it up with a few different things. So one is we separated veterans, and then active military, and then another one we did was separating Army versus Navy, and then we had a couple of other things, also. So, let’s dive right in.

All right. So, on the right here, you see these are the results. So, the ones that actually got lead. When we targeted the army, we spent $863. We got 20 leads at $43.19 apiece. When we targeted just veterans, we spent $449. We got 17 leads at $26 apiece. I’m not sure 21+ is. I’ll have to dive into that. We targeted just the Navy. We spent $520. We have 14 leads and that was an average of $37 per lead. And then we did veterans and we also use a feature that Facebook has called interest expansion, which basically, will automatically expand the interests when Facebook thinks it can get you better results, and it clearly did because we spent $305, 10 leads for an average of $30.59 a lead.

So, let me dive right into these and show you what kind of targeting we did. So, with the army interest. And by the way, I believe with all of these we did, this whole thing was ad set optimization, I believe. I don’t think we did campaign budget optimization on this. Let’s see real quick. Because right now it’s using an ad set budget, but basically, nowadays, what you would do is you would actually use campaign budget optimization. You would control the budget at the campaign level, not the ad set level but, you know, we ran this back in May of 2019.

So, let’s look at the army interests. So, what we actually did is we looked at people who were recently living in these locations. starting with our client is in Stuart, Florida. So, we basically want to target people that are on the east coast of Florida and that’s exactly what we did. So you see we did Miami plus 50 miles, and then we essentially just came in here and dropped the pin, and then just went down there.

So, now, our interest targeting was really simple, just the United States Army. So, based on this, we were going to reach an estimated 840,000 people right here. This may be the reach, but definitely not the leads. Facebook has no idea how to do that. Now, the interesting thing is that we’re targeting the army, and I want to show you what we actually did.

We had a ton of ads that we ran for this, and some that worked really well. And so, this is why it’s important to know your audience because the ones that worked really well when we’re targeting the audience and when we’re targeting the army, like, this is our best ad. This got 8 leads at $35 apiece. This one got 1 lead at 11 dollars, but this one won the number of leads. So, our best ads were these right here. Two of the three best ads that we had were nothing more than the army logo.

One thing that we always do, army veterans, you always call out the target demographic. That’s why we see my ads, it’s always, “Hey, lawyers or law firm or lawyers or attorneys,” is one of the first few words, like the first three words. So, “Army lawyers are receiving money for hearing loss caused by defective earplugs. Veterans with hearing loss are getting payments.” Let’s see what’s the next one? The next one is basically an image with all of the branches in the military. Once again, veterans are shaving and then veterans, and that one did okay. Not as well as the army one. And then our third-best performing was, again, another one with the army.

So, if we go back and we look at the one for the Navy, for example, this one we got 14 leads at $37. Let’s take a look at what we did with the ads for this. As you can see, this one right here, 5 leads, $32 per lead. And then the second best one was another 5 leads, $45 per lead. So you’re using familiar imagery to attract people.

So this is the United States Navy. Veterans with hearing loss. So once again, you know, you’re basically using that familiar imagery. You’re being very specific with your targeting. So these, you know, that’s why these work so well. When you’re talking to the Navy, you’ve got a Navy SEAL and not Navy SEAL as in the fighter Navy SEAL, as in the seal of the Navy, I guess, you would call that. It works really well. By the way, these are Facebook lead ads that we’re doing.

Then let’s take a look at the veterans with interest expansion. This is actually the best performing campaign that we had. We just literally just targeted work industries veterans. And then you see right here, we expanded our targeting, so this is where the interest expansion came on, and it worked pretty well.

Let’s take a look at this next one. It is one of my favorites and our best. Oh, wow. Ten dollars per lead, $5 per lead. Yeah, it’s good. So, again, our best one is performing here, but again, you know, this one with the — this one kind of always got leads. This one where it’s got the, all the branches of the military in it. That one always seems to have generated leads. And actually, you can see that one won the impressions, if you look at the most impressions, because Facebook basically takes your budget and spends it based on what’s getting the best reaction. Ultimately, they want to give you the best results, but you can see right here, this one definitely won the impression. Actually, both of these won the impressions game.

You might notice that we targeted a single interest in this ad narrowing in on something like Fort Benning. Now, I’m not sure if we did a location or if we did the actual interest. Let’s see what we did here. Okay, so just interest Fort Benning, and then, let’s see, the United States Department of Veterans Affairs. Let’s see, Veterans, Fort Benning United States Department of Veteran Affairs. Yeah. We just targeted that. USAA is another one. We were just targeting people. This really isn’t that difficult. A big part of it is speaking directly to the interest, and then using familiar imagery that’s really hyper targeted to the actual interest. That’s why, you know, the Army one works so well. That’s why the Navy one works so well.

What’s 21+? I wonder what that is. Let’s see what 21+ targeting was. This one got 16 leads, and  Okay, so basically, what we did is we targeted people who are 21+ at Fort Lauderdale or, you know, east coast of Florida. Fort Benning, USAA, Veterans United Network, and We Are The Mighty. Now, the way that we did this is we did this through expanding — we did this through expanding audience insights.

So, Veterans United Network and We Are The Mighty. I want to show you how you actually do this. You go into Ads Manager. At the top here, you click Audience Insights. What did you say it’s called, We Are The Mighty? And what you do is you go to — So, the way we figure this out, so, say like veterans. What you want to do is you want to come into — This is how you do really, really good audience targeting on Facebook. So, let’s say the U.S. Army. United States Army. Let’s see what comes up here.

So, you put this in an interest, right? And then right here, you click Page Likes, and then — Now, what’s kind of cool is you got all these different interests that — Now, what this is, when you look at Page Likes, you only put one interest here, and then when you look at these Page Likes, these are the pages that someone who has an interest in the United States Army is likely to like.

So, what I do is I’ll come in here and I’ll go in here and I’ll look at all of the different pages. I’ll open them all in a different tab, and I’ll find ones that are only related to the military. And I typically open them all up, so let’s take a look at what all these are. So, give this a second to load. All right. Well, I can already tell you Larry the Cable guy’s not a good interest. Steven Crowder, I believe is a country musician. Okay. Let’s look at this. American AF. Oh, no. We’re going to crash, aren’t we? Oh, no.

I think we’re going to lose it. All right. Well, bottom line, what you typically want to do there — Oh, no. We came back. Hang on a second. Let’s go back to our screen share. Okay. So, American AF veteran. Okay. So, this is something that veterans would probably like. You know, basically, American AF, so we’ll keep that one up there. Under Armour. Man, this is going so slow. Let me pause it.

Okay. Well, apparently, my computer can’t handle all this and recording at the same time. So, what we’ll do is we’ll kind of cherry pick here. So, typically, when I’m doing this, I’ll just open them all. Okay. So, obviously, Larry the Cable Guy is not an army interest. Steven Crowder is not an army interest. Let’s see. The U.S. The Marine Corps obviously is. The Marine Corps obviously is. Let’s see what Make the Connection is.

All right. So, Make the Connection. Okay. So this is the Armed Forces. Okay. So this is one that if you’re in the military, you probably would be interested in that. Cold Dead Hands, I’m pretty sure is a Second Amendment thing, not necessarily military. Let’s see. Cold Dead Hands. Cold Dead Hands. Yeah, we are a store, American patriots,Yeah, this is more Second Amendment. Don’t-take-my-guns type of thing, rather than that. Okay, so NineLineApparel I don’t believe is like a veteran’s style of apparel. These interest charts change all the time, so like these probably were not available to us back then.

So, Nine Line, I wonder what that is. Hmm. Man, my computer is not cooperating today. So, bottom line is, what you do — I can’t really demo this because my computer just isn’t working, but the way I do this is I keep going through here and then like, so for example, now that I have American AF — Now the thing you have to remember is that there’s a difference between pages over here and interests over here. So just because there’s an interest doesn’t mean there will be a page, and just because there’s a page doesn’t mean there will be an interest.

So let’s see if American AF comes up in here. American AF. Yeah, see, it’s not coming up, but let’s see if ‘ We Are The Mighty” comes up because “We Are The Mighty” is one that I targeted before, and I want to show you why I targeted that. What you want to do is you want to go in here and you want to find these interests, and then you put them in here individually. And then you want to see that the majority of the interests that come up here are related to whatever subject you’re talking about. So, if we’re trying to find people in the military, then we want to find interests that, when you put them in here, all these pages are related or, for the most part, I’d say like 70% to 80% of the pages are related to specifically military interests because that means that military people are likely to like this. So, look at this. There is:

• The Salty Soldier
• A Combat Veteran
• Veterans Advantage
• Stand United
• Ranger Up Military
• MMA Apparel
• RogueAmerican Apparel

A lot of this stuff sounds like stuff that, really cool things especially for Vets Veterans First, Low VA Rates. So, when you see a lot of interests in there that are interests that you’d be interested in only if you’re a veteran, then you know it’s a good target to focus on.

So then what you do is you make a note of all of these, and then those are the ones that you actually target, and you can see that when we did that, it actually worked pretty well. Let me go back to the Ads Manager here and just show you that. If we had to go much more granular and, if we were going to spend more money on this ad, then what I would probably do is, go back to this client. Then I would start targeting these individual interests. But we got really good results on this and then they wanted to go a different direction after they got a bunch of these cases for a couple different reasons. I don’t remember exactly why. But that’s the 21 plus right here. So, we have the 21 plus and normally, I do a better job of naming my ad sets. I don’t know why I didn’t do a good job this time. But you can see what we actually did. I mean, that strategy I showed you is the exact strategy I used.

I went into audience insights, and then I just looked at the interests. As you can see right here. Where are they? So, Fort Benning, United States Army, Fort Benning USAA, Veterans United Network, We Are The Mighty. I think the reason that I didn’t go that much farther and it’s because it was working so well and I think we had a limited budget that we were working with, but I would have gone much, much deeper, like, if I was going to run this again, which I think this would still work really, really well. I would go much, much deeper into those audience insights and all those interests that people are, you know, all those things that you’re likely to like if you are a member of the United States Military.

So, again, where this originated from is just talking about Mass Torts Made Perfect. It was really cool too, kind of, to hear about the origin of this entire thing because I had no idea. I’ve always heard of Mass Torts Made Perfect. I had no idea that that’s where this actually where this 3M Campaign actually came from. So, it is pretty awesome.

Hopefully, this helps. Hopefully, this will help you do better targeting and better audience research for your Facebook ads and for your audience and for your Facebook ad campaign. If you have any questions about this at all, just let me know and I will talk to you soon. Thanks, guys.

How To Ethically Get Lots Of Reviews

Hey, everybody. Andy Stickel, here. Today, I’m going to teach you how to ethically get a large number of reviews for your law firm. A lot of times, I talk to lawyers and they say, “I can’t get reviews. I ask clients to leave me reviews, and they just don’t do it.” Then I say, “Well, what you need to do is incentivize them. You need to give them a Starbucks gift card,” and then they say, “But that’s not ethical. I can’t do that.” So, exactly how do we do it? How do we overcome this battle because the reality is that not getting reviews is not an option? You need reviews to rank, and you need reviews to get phone calls, once you’re in Google Maps. You have to have reviews. It’s not an option anymore. You have to do it. There has never been a time when reviews have been more important. Clients look to reviews when deciding on which attorney to hire.

So, here is the idea of how you can give a client an incentive if you don’t want to give out Starbucks gift cards or something similar, and you don’t want to do anything unethical. So, what you can do is you can still incentivize someone to leave you a review. However, the person that you incentivize will not be the one actually leaving the review. What you’re going to do is, you’re going to, remove the Wi-Fi password from your office. You should not have any signs anywhere that say, “Here’s our office Wi-Fi.” Now, a lot of lawyers don’t have this, but the reason why is because people can leave reviews from their cell phones as long as they are on the cellphone — as long as they’re using their data plan. You don’t want them on your Wi-Fi. Once they’re off your Wi-Fi, you can actually have them leave a review from your office.

Let’s make this a little easier to understand. Identify the employee who greets the people who enter your office. This may be a receptionist or your assistant or whoever is in the front office, whoever meets and greets people and says, “Thanks. Thanks for coming. See you later.” You’re going to tell that person that for every review that they get, you will give them $10 or $20 or whatever bonus you have to give them to have them to actually get these reviews from people leaving your office. So, there is nothing unethical going on as in “paying a client for a review” There is nothing unethical about giving your employee a bonus incentivize your staff to get reviews. You will be surprised at how many reviews your staff will get for you, and how much attention a client will get from your people.

Here is another useful thing. You want to make sure that it’s easy for people to leave you a review. Hand them a piece of paper that gives them a script. The script says: “A lot of times, clients are happy with our service, but they aren’t quite sure what to write in a review. Below are some questions that should give you some ideas and will make your review much more useful for other people that need our services.” Then you will list a bunch of questions that they asked or they can answer. Leave a few lines at the bottom in case they have anything they would like to add. By answering the questions, they will leave you a better review, they are using strategic keywords, which will help you rank in Google.

A lot of times, people think that having the most reviews is what counts for ranking in Google Maps, and that’s not the case. But having keywords that have really high quality with correct keywords and having reviews that have keywords and synonyms that are related to your practice area and your location, that is what will increase your Google rankings. So, all you do is simply give them this piece of paper. The client is happy. You are happy, and your website gets a healthy boost.

If you would like a copy of the script we are speaking about, contact me by email and I will get a copy to you. You will have to customize it to fit your needs as mine has my letterhead.

If you use this strategy, if you incentivize your front office staff to get the reviews and you reward them for getting the reviews, then one, you’ll get many more reviews. Make sure that you don’t give out your Wi-Fi password. That way, your clients will stay off of your Wi-Fi, and you can get them to leave a review straight from your office using their cellphone. So, doing this, you can get around all those issues where you might be afraid that you’re going to get in trouble for getting reviews. There is no reason to mention this to anyone unless asked. With smartphones, the connection is rarely thought about. These tips can make sure that everything is done ethically. And not only that, but you’re going to get much better results for your law firm.

So, if you want this script, all you have to do is click the link included in this video, enter your email address, and I will send a copy of this very short, but very effective script right to your inbox. If you have any questions, let me know in the comments and I will talk to you guys soon.

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