It’s no secret that the reach of posts on your dental Facebook page is poor and getting worse. In response, many dentists are opting for paid Facebook posts, but is that really the best use of your marketing dollars? After the break, I’ll tell you some things about doing paid Facebook ads on your own that may surprise you.
– I’m Colin Receveur.
– Thanks for watching the Patient Attraction Podcast™.
– I’m not a big fan of social media advertising for dentists because the true ROI is hard to measure.
– That’s gotten somewhat better in the last year as the various social media platforms have introduced analytics tools.
– But even those tools have had some problems that are still being worked out.
– When it comes to paying for advertising on Facebook, there are some things you should know before you lay out your hard-earned marketing dollars.
– Number 1: the greater the competition in your market, the more likely you are to get into a bidding war.
– Facebook uses a bidding platform that is sensitive to demand.
– If your competition is also advertising on Facebook, be prepared to spend more for the same ads.
– Seasonality may also play a role, because while dentistry isn’t as season-driven as retail, dentists still advertise around the holidays.
– Number 2: Don’t count on much text in your ad.
– Pictures with little or even no text are Facebook’s preference.
– More text means lower delivery, which begs the question of whether paid ads are worth it for dentists.
– How do you differentiate yourself from your competition with just a picture?
– Number 3: You can’t fire and forget your ads.
– You have little to no control over how often your prospects see the same ad.
– You’ll need to have multiple creative variations and change them frequently to avoid being tuned out by the people you want to attract.
– Number 4: Video costs more and doesn’t deliver.
– Videos have high engagement but relatively low conversion.
– Your cost-per-click can go through the roof without delivering enough ROI.
– Those are enough reasons to be wary of Facebook advertising, but let me ask you something.
– Do you really think people go on Facebook to find a dentist?