If you're one of the few (and proud) healthcare professionals who "get" social media and understand its power, you know Facebook ads can be very profitable. But it can also be very complex.
So here are seven simplified steps to Facebook Ad Success:
1. Get hyper-specific with your ad targeting
Facebook's own guidelines tout the incredible accuracy your ads can achieve by using their targeting options: "Find the right customers with better targeting. Target by demographic, age, income gender, social interests, likes, city, state, ZIP, education level, profession, relationship status."
Facebook offers an incredible amount of user-data to advertisers. Put this enormous gold mine of data to use. And don't waste money on eyeballs that don't need your services or can't afford them. Know your ideal patient inside and out, their socioeconomic status, who sets appointments for the family, their interests, and then show your ads only to them. It's better to have a couple thousand very targeted people than tens of thousands of disinterested folks.
2. Establish specific goals before starting
Before you create a Facebook Ad, choose from several advertising goals and Facebook will display the actions you care about more prominently in your campaign summary page. Do you want more page likes, website visits, or new patient appointments?
Have your end-goal in mind, and work from that foundation. Anything else will be a waste of time and money.
3. Include eye-catching images
Posts and Facebook ads with images get much higher engagement than those without, as they help your ad or post stand out from a flooded news feed.
A picture is worth a thousand words, so find one that encapsulates your desired message, grabs attention quickly, and encourages action.
4. Get right to the point
Facebook Ads that generate the highest click through rate at the lowest cost include ad text that cuts through the noise and gets to the point. It doesn't leave the audience guessing at the meaning and it doesn't beat around the bush.
Text in your advertisement must be right on target and straight to the point. If you want them to Like your page, simply ask. If you want them to make an appointment, get right to it.
5. Pay attention to the potential audience meter.
As you put targeting conditions in place and zero in on your specific audience, Facebook will generate an estimated number of people you'll reach with the ad. This is only an approximate number, but it can assist you in making sure you're not targeting too many people (or too few). Ads perform best when they're targeted to at least a few thousand people, so consider removing some restrictions if your audience is dropping below this.
6. Use low-friction conversion pages
If you are driving traffic to your website appointments, downloads, or any other actions, you need to make sure the page you're sending them to is conversion-friendly. What this means is: make it as easy as possible for them to take the desired action.
If you want them to make an appointment, put an appointment form front-and-center. If you want them to call in, make sure your phone number is on the page, and clickable.
7. Analyze and adjust
What makes the Facebook advertising platform so powerful is that everything you invest in is easily analyzed and measured. You know how many people are clicking on your ad, taking action on your post, and viewing the ad.
If you're getting a good number of clicks, but no actions on the following page, it might mean you are targeting the wrong people who aren't interested in your offer. If your ad is successful, you can consider putting more money into the daily budget to keep driving people towards your desired goal for them.
Using the Facebook advertising platform is a skill that takes time to learn. You will learn the most about what works by just jumping in and doing some test posts. If you have an office manager that's savvy with social media, you can print this article to help them get started on Facebook ads.
On the other hand, some healthcare businesses decide to outsource these digital efforts to agencies like ours, which specialize in Facebook marketing. Whatever method you use, it helps to do a lot of testing and analytics to determine what works best for your target market.