Facebook’s expansive reach and ability to engage large audiences makes it one of the most useful marketing tools today. Currently, it is the leading social media platform used by plastic surgeons.
How can Facebook advertising benefit my practice?
According to the Facebook Advertising Guide for Plastic and Cosmetic Surgeons, "Facebook is a place to grab attention. In that respect, it’s no different than the direct mail or print or radio campaigns you’re running now. But the beauty of Facebook is that you can hyper-target your prospects, and eliminate much of the typical advertising overhead and waste.”
The main objective to marketing your practice is to increase your patient base by getting great information out to the best-targeted audience at the right time. Facebook provides the best tools to do this.
In this post, we will provide a step-by-step guide on how to create a Facebook ad for your Plastic Surgery practice.
Step 1: Determine the Appropriate Editor
If you haven’t already done so, set up a business Facebook page for your practice. Once your account is set up, Facebook offers 2 editor options to choose from: the Ads Manager and the Power Editor. For beginners and small businesses, such as a plastic surgery practice, the Ads Manager is the best option.
Step 2: Choose an Objective
In the Ads Manager section, you will be prompted to choose an objective for your marketing campaign. Select your objective based on what you want people to do when they see your ads.
Suggestions for choosing an objective to promote your plastic surgery practice would be to Boost your posts, Promote your Page, Send people to your website, or Reach people near your business.
Step 3: Specify Your Audience
Once you’ve selected the best objective, you want to reach the appropriate audience. Facebook allows you to define specific parameters so you can focus your reach to the type of people who will be interested in your services.
In order to help you choose the right audience, Facebook’s built-in targeting tools allow you to specify details regarding Location, Demographics, Interests, and Behaviors. Further, you have the option to set up a Custom Audience using the existing customer information you already have in your files or through your current website visitors.
To help you narrow your focus, Facebook offers an Audience Definition gauge that takes all your selected properties to come up with a potential reach number. This tool is useful in choosing a specific audience over a broad one.
When trying to drive more patients to your plastic surgery practice, it makes more sense to target a smaller, more specific audience who are more likely to be interested in your services.
Step 4: Set Your Budget
Facebook offers two different options for budget length:
- Daily Budget: This option will run your ad continuously throughout the day. It requires more maintenance on your part and Facebook controls the pace and times at which your ad runs. There is a minimum requirement of $1.00 USD and must be at least 2X your CPC.
- Lifetime Budget: With a lifetime budget, you set a start and end date for the campaign, along with the budget you want to spend in that period of time. For optimal results, try setting your campaign length for one to three months. If you’re getting good results, you can always extend the end date and add more to your budget.
For more detailed settings allowing you to specify how you want to structure your budget, go to Advanced Options.
Step 5: Create Your Ad
Depending on what you chose as your original ad objective, Facebook will offer different formats to help you create an ad designed to get optimal results. In the Ads Guide section, you will be offered Design Recommendations, Tips and other steps to create an ad that fits your objective.
For more specific details on ad creation, we offer the following excerpt from a 2015 Hubspot post titled How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook:
“ If you're looking to increase the number of clicks to your website, Facebook's Ad Manager will suggest the Click to Website ad options. Makes sense, right?
This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.
A Links ad will be displayed like this:
A Carousel ad will be displayed like this:
Once you decide between the two, you'll need to upload your creative assets. It's important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.
For single image ads they ask that users adhere to the following considerations:
- Text: 90 characters
- Link Title: 25 characters
- Image ratio: 1.91:1
- Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)
For multi-image ads -- also known as Carousel Ads -- Facebook provides the following design recommendations:
- Image ratio: 1:1
- Text: 90 characters
- Headline Recommended image size: 600 x 600 pixels
- : 40 characters
- Link description: 20 characters
- Your image may not include more than 20% text. See how much text is on your image.
Keep in mind that these are the ad options for the "send people to your website" objective.
If you selected "boost your posts," you'd be presented with different ad options like the Page Post Engagement: Photo ad. This ad has a unique set of design recommendations. To explore all of the ad options and their design specifics, refer to this resource.
Once you select an ad type, the Ads Manager will prompt you to identify how you'd like to display your ad. The options they provide are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.
Here's how each ad would appear:
Desktop News Feed
Mobile News Feed
Desktop Right Column
Be aware if your ad isn't associated with a Facebook page, you'll only be able to run Desktop Right Column ads. To leverage all three display locations, you can learn how to create a Facebook Page here."
Step 6: Track Your Ad Performance
Once your ad begins to run, use Facebook’s Ad Manager to track your stats. Here is a list of Metrics with definitions provided by Facebook:
- Performance: Can be customized further to include metrics like results, reach, frequency, and impressions
- Engagement: Can be customized further to include metrics like Page likes, Page engagement and post engagement
- Videos: Can be customized further to include metrics like video views and Avg. % of video viewed
- Website: Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
- Apps: Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
- Events: Can be further customized to include metrics like event responses and cost per event response
- Clicks: Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
- Settings: Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective
If you aren’t seeing good results with your ad, don't be afraid to make adjustments. The goal is to create an ad that generates optimal results to meet your main objective of driving more business to your plastic surgery practice.