What’s New With Facebook Ads

/What’s New With Facebook Ads

What’s New With Facebook Ads

Facebook ads are on the rise, and for good reason. While Facebook has always had a multitude of demographic targeting options, they’ve recently expanded their advertising solutions even further.

If your practice has boosted posts or experimented with some ads in the past – with little to no success – then you might be interested in what’s new. Quite frankly, even if your practice has had great success, or conversely, never run a Facebook ad, you might be interested in this.

In the past few months Facebook has rolled out brand awareness, local awareness, and lead generation objectives. The first two focus on getting potential patients aware of your practice. With local awareness you can include an offer with a call to action button, such as “click for directions” or “click to call.” Brand awareness is more about impressions, but not impressions from as many people as possible; more impressions for single individuals. This is ideal for businesses with a broader audience.

Local awareness campaigns can be valuable for aesthetic practices, but the real value is in the lead generation campaigns. Instead of creating an ad that requires patients to click to go to your website or landing page in the hopes of them filling out a form, you can include your call to action (with a pop up form) right on your ad.

Here are some examples of lead generation ads we’ve run with great results. You’ll notice that I’ve circled the number of leads generated and cost per lead:

Laser hair removal campaign: $64.99/lead

Laser hair removal campaign: $64.99/lead

Facial rejuvenation ad, $40.28/lead

Facial rejuvenation campaign: $40.28/lead

Coolsculpting campaign: $75.53/lead

Coolsculpting campaign: $75.53/lead

Laser hair removal campaign: $76.64/lead

Laser hair removal campaign: $76.64/lead

The only downside to this new advertising option is that leads are gathered within Facebook, so you’ll need to check on this every day. Also, the leads generated won’t show up as conversions in your Google Analytics account, since they’re generated within Facebook and not your website.

With the right offer you can generate leads within Facebook. I would definitely stick to non-surgical solutions, but as you can see from the above examples, we’ve had success with a variety of different treatments and procedures.

If you’d like to learn more about improving your Facebook advertising, or digital marketing in general, drop Turbo a line here. You can also reach us directly at 877-673-7096.

 

By |2016-12-23T12:42:18+00:00January 8th, 2016|Facebook, Med Spa Marketing, Medical Marketing|2 Comments

About the Author:

Tom joined Matt in 2010, helping co-found Turbo Medical Marketing. As COO, Tom oversees all production and works directly with both the executive team and the Account Managers. Tom has helped to formulate systems and processes for sales, business development, internal marketing, service offerings, client intake, and employee hiring and training. You can get a sense of Tom's marketing knowledge, as well as pick up some marketing tips and insights, by checking out the Turbo blog that he contributes to weekly. Tom has also spoken at several aesthetic conferences in the past about topics ranging plastic surgery technology to mobile marketing. Tom received his B.A. in Business Management Economics from the University of California at Santa Cruz. He is a former collegiate rugby player and he enjoys golfing, snowboarding, hiking, and playing with his dog Yogi in his spare time. He's also a mentor with the Big Brothers, Big Sisters program in Charleston. Tom lives with his wife Lindsay in Mt. Pleasant, SC.

2 Comments

  1. vanessa February 14, 2016 at 8:20 pm - Reply

    I recently did a Facebook campaign for Laser Hair removal and the results were woeful I spent $300 in a month and got 3 leads that NEVER converted. I had a pro do it too…

    • Tom Sullivan February 19, 2016 at 10:43 am - Reply

      Hi Vanessa, we’ve seen campaigns to be hit or miss. A lot of the variance depends on the deal you’re running, the people you’re targeting and how you’ve configured the ad itself (lead gen vs website conversion vs boosted post). We’d be happy to discuss what we’ve seen work well in the past if you’re interested.

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