Trying to attract new, quality dental patients to your practice is the #1 problem dentists face. You’re busy running a full-time business and don’t have the time to develop a dental Facebook ads campaign that continues to bring new patients in the door every month.
Still, you know online marketing is something you need to do, otherwise you risk losing new patients to your competitors. So what’s the answer?
Facebook. The site doesn’t need much of an introduction, as it is now second only to Google in popularity and daily users. Social media marketing and online ads can be powerful tools, and Facebook is a nearly untapped resource for dental professionals looking for a way to book new patients, generate more revenue, and grow their practice.
3 Ways To Attract New Patients Using Facebook Ads for Dentists
Make sure your practice is on Facebook. The first step is to be listed on the site. Your practice can’t access the more than 1 BILLION daily users without having a business page.
Pro Tip: Use your practice’s logo as the Facebook business page profile image and make sure it matches the logo displayed on your website. When completing the “About” section, use keywords that focus on the services you provide. (i.e. Dental Implants, Emergency Dental, etc.)
Use Facebook Ads. This online platform empowers your practice specifically target new patients you haven’t been able to reach before. Facebook ads for dentists can be very affordable and Facebook has resources you can use if you’re new to creating online ads.
Engage with potential new patients. Facebook can be a fantastic online marketing tool, but you definitely will get out what you put in. Make sure to create a regular posting schedule, share information valuable to new patients, and try using Facebook Ads.
We’ve created a brand new Dental Insider’s Guide that will show you exactly what you need to do to succeed using Facebook Ads.
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The Facebook ads platform is unique in that it lets you reach out and connect with the EXACT new dental patients that you want to attract to your practice. The ads get better results the more specific you are, unlike dental PPC on Google which focus on a more general audience.
The Anatomy of Successful Dental Facebook Ads
What makes a great dental Facebook ad? Like we’ve outlined above, there are 5 crucial pieces to consider when creating an ad.
Business Info. This might be the most overlooked part of the ad and it’s simple to make sure you’re doing it right. Just make sure your dental practice’s name is clearly (and correctly!) displayed and you’re all done with this first element.
Ad Text. This is the copy that will be displayed above your image and is usually limited by Ads Manager to 25 characters. You can use “Power Editor”, a tool that will allow you to use more than 25 characters. Still, it is always better to be brief and get right to the service you’re advertising.
Image. This is the most important part of your ad, so invest in professional photos or use stock photos. Make sure your image is the right size for the ad type and placement you are using so it doesn’t get cropped or display poorly.
Headline. Research shows that the most popular Facebook Ad headline length is just 4-5 words. This text needs to be simple and to the point, such as “Dental Implants” or “Get Your Smile Back”.
Call To Action. Facebook gives you a variety of Call To Action (CTAs) options, but we generally suggest you use “Learn More”, which directs the person to your website.
Pro Tip: Make sure the patient lands on a page of your website that is relevant to the ad. If you are advertising a special offer in your ad, make sure that special offer is on your homepage, if that’s what you are linking in your ad. If it’s for a specific service, like dentures, make sure patients land on the dentures page of your website.
One of the most important pieces of information you need to know about your dental marketing, is the difference between dental Facebook ads and Google Ads. Often these two get lumped together under the “Online Ads” umbrella and they’re actually very different.
Remember, it isn’t an “either/or” situation. Both Google ads and Facebook ads for dentists can, and should, be used to get new patients in the door of your dental practice, as they target different audiences.
Dental Facebook Ads ≠ Google Ads
When your dental practice uses Google Ads, you’re using keywords to target people who are actively searching for a dentist in your area.
Example: Cynthia just cracked a tooth and is looking for a dental clinic in the Washington DC area that will accept an emergency appointment. She does a Google search for “emergency dental” in Washington DC. Google pops up ads for dental practices that match her search and she might end up clicking on one of the ads displayed above the search results.
Facebook ads for dentists are targeted to people’s interests, not keywords. Facebook collects an overwhelming amount of information about each person who has an active account. This information includes their interests and demographics. Dental Facebook ads are able to utilize this information and target ads directly to specific groups of people.
Example: Brian, your potential patient, gets engaged. Facebook knows about it because he posted it on his personal page as a “Life Event”. He could be notified via a Facebook Ad to consider a dental service like whitening or Invisalign. You can target people like just like this using specific services in your Facebook Ads.
The final tip is simple: when it comes to Facebook ads for dentists, make sure your ads have an optimized design to be seen on mobile. In Facebook’s 2015 Q4 Earnings report, they revealed that 80% of their advertising revenue came from mobile users. While this doesn’t mean you should completely cut out desktop advertising, it does mean your dental practice should think mobile first when it comes to dental Facebook ads.
Targeting High-Quality Patients with Facebook Ads for Dentists
Facebook ads for dentists have helped our clients increase their new patient numbers, production, and revenue to grow their practices. Most recently, our clients have seen success in targeting high-quality implant, dentures, and Invisalign® patients. We optimize dental Facebook ads to target using age groups, special interests, income levels, and tracking patients who have already visited your website.
With the right dental marketing company on your side, you can advertise specifically to your ideal patient, and use your Facebook ads for dentists to target services and procedures you want to treat more often.
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