With more than 214 million users in the U.S. alone, Facebook opens the door to current and potential patients in an environment where they’re looking to make connections. And Facebook makes it possible to reach exactly who you want to reach.

So, how does it work? Well, the basics are you create an ad, the ad appears in the news feeds of your targeted audience and then they can click on the ad to go to a landing page on your website. We’ll walk you through the steps and highlight some key areas.

Step 1: Objective
What’s your goal with the ad? You’ll want to choose the type of Facebook ad based on your goal, such as boosting sales or generating traffic to your website.

Step 2: Audience
This is where Facebook excels. The targeting options are almost endless and much more specific than, say, a newspaper ad or other traditional advertising channels.

Think about the kinds of patients you want to attract. What’s their age range? Where do they live? What are their interests?
You can target users by many demographics, but the main areas most should focus on are location, age, gender and interests.

• Location – country, state, city or zip code
• Age and Gender – base this on your existing patients to start
• Interests – this is the most powerful targeting option. Think new parents or recently moved, income levels or interest in a specific illness, condition or treatment.

Custom audiences are also a great way to target your ads. You can customize your audience based on people who have interacted or “engaged” with your Facebook page, your website, previous Facebook ads, etc.

Audience 2

 

Step 3: Placement
Next, you’ll choose where you want your ad to run. Your ad can run on Facebook, Instagram and/or the Audience Network — all of which include mobile and desktop. When choosing all three, you don’t need to worry about building ads for each. In most cases, Facebook will automatically resize or reformat it for you.

Side note: You don’t need to have an Instagram account to advertise there. But if you do, go ahead and connect it.

Step 4: Budget and schedule
This one can be tricky if you’re new to Facebook advertising. In general, aim for a budget of at least $900 – $1,000 per month. The more people you want to reach (in terms of geographic area, demographics, etc.), the more you’ll want to budget.

If your budget doesn’t allow for anything over that minimum, shorten the schedule for your campaign. For instance, consider running for just two weeks per month instead of all four weeks.

Step 5: Ad development
The most important part of your ad will be the imagery. Your image must be eye-catching and stand out in the sea of visual content your audience is exposed to every day.

Choose between a single image, carousel, video, slideshow or canvas ad. Just make sure 1) it’s yours to use (i.e., don’t steal someone else’s image off the internet) and 2) it communicates something about what you’re promoting.

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Writing the text for your Facebook ad is an art and a science. Keep these tips in mind:

• Keep it short. Decide the main thing you want potential patients to know, and make sure you get that point across.
• Tie the text and the image. The two should reinforce each other to convey your main point.
• Talk like a person, not a business. Use a conversational tone — like you’d use when you’re speaking with someone face-to-face.
• Include one call to action. What do you want the patient to do? Call your office? Visit your website?

Finally, test a few different combinations of text and images targeting the same audience. This will help you see which one performs best.

Step 6: Measure and analyze
Once your ad is running, you’ll be excited to see how it’s doing. You can track performance in your Ads Manager or Power Editor. But don’t just look at the results. Use them to make improvements to your campaign — such as turning off an underperforming ad or increasing your bid.

We’re here to help
Facebook lets you advertise at any level, but it’s a very robust platform. If you have questions, feel free to contact us at Bloom Marketing. We’d love to help.