5 Facebook Ad Tips to Use For your Ophthalmology Practice
Nowadays, businesses having Facebook pages have become the norm. So how can your ophthalmology practice use Facebook as a tool to get ahead of the competition? Let’s put things into perspective first.
Facebook is the most popular social media platform worldwide. With over 2.4 billion users, nearly 96% of social media marketers believe that Facebook provides the best return on investment (ROI) among social media platforms.
How does your practice maximize this massive platform? This is where Facebook ads come in. Facebook advertising, or Facebook ads for short, is a great marketing strategy that can effectively reach more audiences. Use Facebook ads to generate more patient leads. Here’s your chance to get a rundown of what you want to know about Facebook ads.
How Facebook Ads Work
You can run ophthalmology Facebook ads using the Facebook Ads Manager tool. Facebook Ads Manager is key to running ad campaigns based on your target audience’s location, profile information, and demographics.
By creating Facebook ads, your practice stands to gain many benefits, including:
- Facebook makes it easy for any business to get started
- Variety of customization and options to reach your target audience
- You can increase your Facebook page’s following and website traffic
- Facebook ads are affordable
If your optometry practice wants to get ahead of other competing practices, Facebook marketing can be an excellent tool you can use to your advantage. Here are some tried and tested tips to maximize advertising efforts.
1. Pick The Right Ad Format For Your Practice
What’s great about Facebook ads is that they’re paid posts with tremendous reach and potential for customization. There are different ad format options on Facebook.
The most basic one is image ads. An image ad is a pretty straightforward ad that features a single photo to display your services or offerings effectively. You can use pictures to showcase your various services, packages, clients, or even your practice. Each image should illustrate what your patients can expect from your practice.
For example, if you want to highlight spinal adjustments, your image ad should show a person in the process of receiving that treatment. If your ad is about sports injury rehabilitation, the ad should feature an athlete who is recovering with the help of your experts.
It’s relatively simple to create an image ad. First, you should write a compelling ad copy. Your visuals should suit the copy to support the entire narrative. Next, you customize your image using Facebook’s various tools. Lastly, you check the preview of your ad before it gets published.
Aside from an image ad, you can also opt to use video or carousel ads. A video ad contains a single video, while carousel ads feature multiple photos, videos, or a mix of both. Your ophthalmology practice’s ad format can attract more patients, so you should choose the appropriate form based on your intent and topic.
2. Stand Out With A Stellar Video Ad On Your Facebook Page
The future of digital marketing lies in video marketing, and that includes Facebook advertising. Creating videos may be intimidating at first, but making an effort to do so is proven well worth the time.
There is much content you can explore. These include before and after videos, patient success stories, and tips for proper eye care. When creating videos, you should remember that the goal is to position your ophthalmology practice as a leading expert in eye care. This will entice more patients to visit your practice.
Facebook provides tremendous data that allows you to analyze your videos’ performance. Facebook Pixel can break down the number of viewers who watched at least have of your video compared to those who only watched the first ten seconds.
High-quality video content is excellent not just for Facebook ads, but for landing pages, other social media platforms, and even promotional material. Videos of high quality have no pixelation and have great sound. These may be informative or entertaining, depending on your practice’s marketing approach.
Given how difficult it is to retain a person’s interest nowadays, you should opt to create short video ads. Your videos should be two to three minutes at the most.
Moreover, Facebook offers the campaign objective to get more video views. When you choose this objective, Facebook will send your video ad to people who actively watch videos.
3. Know Your Target Audience
Don’t underestimate the importance of targeting the right audience with your ad campaign. You can only reach potential patients if your ads are made for people interested in eye care.
Fortunately, Facebook has many sophisticated targeting options you can use to your advantage. Therefore, you have control over who gets to see your ads. For example, you can choose your audience based on their geographical location and interests. The more precise your targeting is, the better your chances for lead generation.
In general, Facebook offers three audience selection tools for smart ad targeting:
- Core audiences: Define a market based on age, interests, geography, etc.
This is ideal for ads limited to a certain age bracket or location.
- Custom audiences: People who have engaged with your business, online or off.
This is great for building relationships with users who have expressed interest in your business in the past.
- Lookalike audiences: Reach new people with similar interests to your best customers.
This is best for getting new people who may not be aware of your practice.
Facebook also allows you to refine your ads based on your market’s demographics. You can target people of the same age, gender, education, job title, and more.
4. Selecting the Right Ad Objective is Key
Ophthalmology practices should be intentional regarding the overall marketing goal of a Facebook ad campaign. You can choose an objective per ad, including lead generation, getting people to book eye exams, or attracting more followers to your page.
Here are a few objective examples that can help your practice grow:
- Online booking– If you already have a stellar website with an online booking feature, you should promote this feature through Facebook.
- Brand awareness – If your ophthalmology practice has moved to another location or has a new branch, you want potential patients to be aware of this update. Facebook has the data and algorithm to show your ad to the best candidates within the area.
- Website traffic – If you’re promoting a new blog article or want to highlight your updated website, choose the Traffic campaign objective to lead more patients to your practice website.
- Lead generation – Lead generation ads are an excellent mobile-friendly option. For this ad, you need a call to action (CTA) button that will drive potential patients to an online form wherein they can fill out their contact information. To make this process easier, Facebook can autofill users’ data with the information they used for their profiles.
5. Track Your Performance on All of Your Ophthalmology Facebook Ads
Given all the time and effort you exert in Ophthalmology Facebook ads, you should always track the performance of your Facebook marketing ads. Fortunately, Facebook gives business pages all the tools you would need to determine the effectiveness of your campaigns.
Engagement tells you how much your post resonates with your audience. The more interactions a post has, the more likely it will appear in a user’s feed. Engagement includes reactions, link clicks, comments, shares, profile clicks, and more.
Impressions refer to how many times a post shows on a user’s timeline. The more times people get to view your ad, the more interesting it might become to them.
Meanwhile, the click-through rate is the ratio of users who click on a specific link to the number of total users who view an ad. This analytics metric displays the percentage of people who took action on your ad.
On the other hand, the cost per click determines how much your practice pays for the ads you place on Facebook. This metric shows you the costs of your campaign. Conversion rate refers to the number of people who took action on your ad compared to your general audience.
Creating Facebook Ads that Make an Impact for Your Practice
Following these tips can pave the way for your practice’s success on Facebook. However, you should take note that Facebook changes its advertising tools everywhere. Your business should be ready to adapt to these changes for your campaign to remain effective and impactful. Save time and resources by getting professional digital marketing assistance with iMatric.
For more information on digital marketing packages that include content creation, call 800.792.8384 or click here.