The Crossroads Club, 501C nonprofit in Delray Beach, hosts a large community event called The Taste of Recovery each year. Using the power of Facebook and Instagram ads, we were able to triple the investment they made on Facebook and Instagram ads leading up to the event.
To generate more ticket sales using Facebook and Instagram
We built out a custom funnel for The Crossroads Club to promote The Taste of Recovery across Facebook and Instagram and rolled out targeted ads to people within a 50-mile radius of the upcoming event.
We used a combination of images, carousel ads, and videos to get the message across. We drove all the traffic to a custom landing page so we could explain the benefits of getting involved with the event and track the results of the campaign.
We implemented retargeting campaigns to take the results to the next level. If users showed interest by visiting the landing page, but didn’t purchase, we showed them a variety of retargeting ads.
return on ad spend
in revenue from ads
tickets sold through ads
to achieve these results
The drive to get the attention of potential patients for your practice both online and off is not getting any easier. With more people on the web, specifically on mobile, it’s becoming more and more important to have an online presence. Social Media Advertising Campaigns are one way for you to get found without waiting for the long-term impact of search engine optimization (SEO) to eventually work.
You can have the best dental services in town, but without any exposure, it’s unlikely that you’ll be able to grow your business to its potential. Especially if other practices nearby are running campaigns. You don’t want to miss out on the action.
Facebook and Instagram ads play a huge role in competing with other business competitors in your area – but that’s just one reason why you should be investing in social media advertising – here are the others:
Brand Recognition Increase
While your ranking isn’t directly dependent on social media advertising, studies show that running ads alongside search engine rankings can lead to higher click-through-rates or an increase in traffic, especially since you’re taking up more search engine real estate.
According to Marketing Land and Vantage Local, brand awareness has increased by 63% when businesses employed the use of PPC as a marketing medium.
Additionally, people tend to correlate ads online with a strong brand attached to the business (which means more exposure outside of the internet as well) and once associated with a brand has been made, results have shown a dramatic 300% increase in traffic to the brand’s website.
It Generates Leads Quickly
This is by far one of the biggest selling points when it comes to social media advertising. Having a unique selling proposition along with brand exposure can result in a lot of interested patients. Unlike SEO where you have to wait for the accumulated value to deliver better ranking for your site, paid ads will start delivering immediately. Additionally, you can choose where to place the advertisements. You can select mobile, desktop, tablet, and so many other variations.
But don’t worry – with the right marketing agency for dentists, you can keep your budget in a very reasonable range. In fact, social media advertising can often be less costly than you think when you compare it to other forms of traditional advertising. So you would have the benefit of gaining a massive ROI for the fraction of the cost.
Increase In-Patient Inquiry Phone Calls
Facebook and Instagram ads can not only be targeted to match what a potential patient’s interests, but also by also the city, state, or zip code they reside in. With this, you can write ad text (copy) for the specific audience that persuades them into an offer custom made for them. This offer would be of high value to them that is of a free or reduced cost. In exchange for the offer, they would need to put their name, email, and phone number. This would lead to a call to action that would have them schedule an appointment or have you call them immediately when they fill out the form.
If you’re ready to give PPC a try for your dental office, request a free strategy call with us and we can get your business in the right direction in terms of incorporating this. We are no stranger to how much a dental owner has on their plate. We will be sure to take care of your marketing needs.
I hear it all the time.
“We just haven’t been able to crack the Facebook code”
“We were crushing it for months and now, NOTHING!”
After auditing thousands of ad accounts, I can spot red flags in a matter of minutes. But as a busy business owner, the last thing you need to be doing is tinkering around in Ads Manager for hours trying to lower your cost per lead.
You see, the Facebook platform is constantly changing.
So if something is working well right now, you can almost guarantee it’s not going to work in a few months from now.
Here’s the inside scoop on what we’re finding is working really well right now (you will not hear this from a Facebook rep, guaranteed):
Big Audience Sizes
“The bigger the better” definitely applies to finding a well-converting audience, especially when initially testing out cold audiences. I’m talking 600K plus. 1 million, good. Facebook is loving bigger audiences right now!
You may be thinking, “my product or service is too niche, there is no way over 1 million people would be interested.” Or… I’m not wasting money showing ads to anyone more than 10 miles away from my location…
Here’s the thing… Facebook is a machine learning algorithm that needs as much data as it can in order to optimize your campaigns. If your ads are shown to millions of users, Facebook will shuffle through the ones that they think would covert/engage the most and only show it to users who will convert. That’s why it’s best for ads to be shown to as many people as possible, then let Facebook do its thing.
Give it a shot. We’re seeing large audiences work really well right now.
This is also known as “blanket targeting” or “the carpet bomb” approach. It means no Interest Targeting and no lookalike audiences. You put in as little refinement as age and location and let the algorithm do its thing. We’re basically saying, trust the platform.
We’re finding this works well if you have been running ads for some time, meaning you have a seasoned Facebook Pixel and Schema set up on your website.
If you are using this approach, try running a conversion campaign and letting your pixel do the work for you. This approach ties in well with the big audience idea.
Campaign Budget Optimization
Facebook is shifting towards only allowing you to adjust budgets at the campaign level, and we’re seeing success testing this in certain scenarios. This is worth starting to test right now. In a few months, this type of budget optimization will be mandatory for all users so it’s best to get a head start now.
A good way to go about doing this is to test various ad sets with various ads within each of them. Within those ads, layer in different copy, and different ad types (carousel, images, and videos). Then let the platform decide which convert best. This is working well with larger budgets.
If you’ve been having bad luck with your ad campaigns lately, give some of these strategies a shot.
I’m excited to hear what kind of results you get!
I know – it’s only October. And as a business owner, the holidays are probably the farthest thing from your mind right now. But we’re approaching the most competitive time of the year right now in the marketing space.
Last year, online sales alone reached 2.4 BILLION dollars on Black Friday (more than 5 billion if you include Cyber Monday). People are ready to whip out their wallets and spend their cold hard cash. So if you aren’t getting ready for this – you are falling behind.
So how can you take full advantage? Don’t have a plan yet? I’m about to give you 3 ideas so you can whip one up real quick!
Idea #1: Run a Contest to Generate Leads
This is actually REALLY easy to implement. The first step is coming up with an awesome giveaway. Own a dental practice? Give away a free whitening treatment. Gym owner? Offer up $500 towards membership.
Run ads on Facebook to promote your contest. In order to enter, make sure participants submit their emails and phone numbers so you are building up your list with prospects who are clearly interested in your services.
And to make things even better, you can send a follow-up email after the contest is over to all the runners-up with a discount they can redeem. Boom!
Idea #2: Come Up With An Irresistible Offer
On Black Friday, everyone is searching for the best deal. And if your end game is long-term customers, offering up a strong discount isn’t a bad idea.
Consider offering up bundles (we’ll go back to our dental example) like get a free whitening when you bring a friend for their first exam.
Idea #3: Run a Pre-Sale Messenger Bot
Before all of your competition starts promoting their deals, give your prospects a “sneak peek” via Facebook ads and have them opt-in via Facebook Messenger.
You can set up an automated Messenger Bot to fire off Facebook messages to them so they can stay up to date with the deal and you can stay ahead of expensive advertising costs when the holidays are here.
Keep the messenger flow fun and engaging so they stay with you the entire way!
Questions? Drop them in the comments!
Instagram story ads have been a hot topic lately… It’s a huge opportunity because users are enmeshed in their Instagram Stories day in and out. Having your brand pop in there in video format with a call to action is powerful stuff!
When you select automatic placements, you run the same ad/creative across various platforms (including the Instagram Stories placement) like the example below from Facebook.
But what’s even more powerful is customizing your creative specifically for this placement.
Let’s talk about the best ways to do this…
The ground rules:
- Use a video that is no longer than 15 seconds
- Use vertical dimensions
- Keep it upbeat and captivating (consider your audience!)
- Use a call-to-action to get consumers to swipe up
- Get creative
The best tools for creating Instagram Story Ads
Here are some of our favorite tools for crafting these videos…
- Quik (GoPro’s video editing app, you can create these videos easily using templates on your phone!)
- Adobe Premiere Pro
Things to keep in mind…
Don’t forget a clear call to action. Get your users to act quickly.
And test, test, test!
P.S. Check out >> these examples from AdEspresso.
Use this trick to lower your cost per lead
I’m sure you’ve all seen the popular content floating around your Facebook newsfeeds… What flavor of shrimp are you? What city do you belong in?
You’ve probably even taken the time to participate in some of these.
Why are these types of posts so engaging? Maybe because they’re distracting, entertaining, or just plain fun. Whatever it is, we love to play games. So how can you put a “gamification” twist on your marketing efforts?
So… What’s Gamification?
Hubspot puts it simply, “it’s the marketer’s equivalent of turning a baby’s spoon into a rocket ship so the baby has fun trying to catch it, and you get your baby to eat the smashed peas. Everybody wins, and the baby has a good time to boot.”
It’s turning your marketing into a game in order to achieve your end goal. For instance, using a quiz to collect an email in return, using a points systems to reward your customers for coming back, challenges, contests, do this to win this, etc.
Gamified marketing campaigns tend to get a ton of social proof (likes, comments, shares) and a lower cost per lead (CPL) because you are giving your audience upfront value — ENTERTAINMENT!
Still confused about how your business can use gamification?
Check out this simple quiz I built and find out how much you really know about Facebook ads.
If you have a business Facebook page, I’m sure you’ve seen the notifications saying…“This post is performing better than 90% of other posts on your Page. Boost it to get more great results.” So you must have wondered, should I boost my Facebook post?
The Boost Post option is available as you write new posts for your business page as well. It looks something like this:
If you click that tempting ‘Boost’ button, you’re led to an easy to use interface that guides you through the set up. Choose your targeting, budget, and duration, and your post will get a higher reach. As little as $3 can get you a bunch of engagement (likes, comments, shares). Nice!
…Actually, NOT so nice, Facebook.
Before you boost your next post, I want you to think about this: What is your intention and strategy behind this boosted post? Is it general brand awareness? More leads? Sales? And does this boosted post make sense for your goal?
If your boosted post doesn’t coincide with your goal, I would save your money and put it elsewhere. It might seem like just a few dollars, but it adds up quickly. I’ve audited quite a few ad accounts who rack up thousands of dollars in boosted posts with zero strategy behind them.
Why you should stay away from the Boost Post button
Below is a real life example that we caught in a FB ad account audit.
This client spent over $14K on a single campaign that they forgot to turn off. No strategy behind it at all. No results. Just wasted dollars.
On the bright side, if you DO have a goal, such as getting more leads, page likes, sales, you can achieve these goals through Facebook ads. They just need to be implemented in the correct manner. Campaigns should be set up in Ads Manager so you have more control over how you set them up.
With Ads Manager and Power Editor you have more control over:
- Objective of your ad: Link clicks, conversions, messages, engagement, etc.
- Ad placements: Mobile, desktop, Instagram, etc.
- Targeting: Interest based, location, retargeting website visitors using the FB pixel, custom audiences, lookalike audiences, etc.
So stop pressing that tempting ‘Boost Post’ button and start using your Ads Manager. It’s going to take a LITTLE bit longer to set up your ads this way, but I promise, it’s worth it!