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 can be a powerful tool and Facebook is a nearly untapped resource for dental professionals looking for new patients.
3 Ways To Attract New Patients Using Dental Facebook Ads
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. These ads 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.
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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 Google ads 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.
The last point I’d like to address is the difference between dental Facebook ads and Google AdWords. 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 can be used to get new patients in the door of your dental practice, as they target different audiences.
Dental Facebook Ads ≠ Google AdWords
When your dental practice uses Google Adwords, 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.
Dental Facebook ads 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 client 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 I’d like to leave you with is simple: when it comes to Facebook, design mobile ads. In their 2015 Q4 Earnings report, Facebook 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.
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