Let’s cover a social media marketing basic: how to create Facebook ads. Whether you’re already running ads for your practice or looking to get started, we’ll take you through the 3 simple ingredients to social success. We’ve also included a Step-by-Step Video at the bottom to show you the menus and options.
The 3 Stages of Facebook Ad Creation
1) Choose Your Goal and Main Statistics
This really applies to any PT Marketing plan. Before you start any campaign, write these key parameters. You will use this to measure whether or not the ad worked when the campaign is over. You also need to be VERY specific. We’ve filled in some answers to for this example:
- Offer/Promotion: Free Back Pain seminar being held in 30 days
- Main Stat: Online Signups
- Goal: 100 Signups
- Sub-stat 1: Signup page conversion %
- Sub-stat 2: Cost per Click to the signup page
Your main stat should have a goal attached to it.
That way, you can measure whether not you succeeded, and you can also adjust your plan if you are off target. Let’s look at an example of an ad campaign that made an adjustment using the information written above:
- MoveWell PT is advertising a seminar with a goal of getting 100 signups from Facebook. The seminar is in 30 days. Half-way into the campaign, MoveWell has spent $50 on ads, generated 250 clicks (cost per click = $0.20), and only 40 signups (landing page conversion % = 16%). MoveWell can tell that their main stat is not at the half-way point which means they are behind. But they can also use sub-stats to know how to catch up and meet their goal!
To attain 60 signups with 16% conversions, they need to generate 375 clicks. At $0.20 per click, that means they need a budget of $75. Sounds like a simple plan, doesn’t it?
A good plan takes the guesswork out of ads…
… So, be sure to start every ad campaign with a goal and a way to measure success. For more about marketing planning with Social Media, Emails, Websites, & more check out our free PT Marketing Downloads!
2) Choose Who to The Ads Get Shown To
The next thing you need to have in mind before you hit create is WHO you are trying to connect with. Facebook has extremely powerful audience targeting tools which can be overwhelming. But, your ads will perform as much as 3x better with just a handful targeting of best practices.
Start With People Who Know You
One of the best ways to start getting quick results is to upload a list of past patients to show ads to (learn how here). This will help to build engagement from loyal followers and you can encourage them to come back in. As you get better at making ads, begin to test audiences who may not know your practice – referred to as “cold traffic.”
Market to these groups in order of importance:
- Patient Email list
- Website visitor retargeting (facebook pixel)
- Facebook page followers
- Local “Cold” Prospects
There’s a lot to dig into here. There are people who make a living strictly on this topic, but it doesn’t need to overwhelm you. Check out our Audience Targeting blog to learn where to start.
However, feel free to get continue below and get better at targeting as you get used to the process.
3) Creating a PT Facebook Ad [Video]
Ad creation is broken into 3 sections.
In the Campaign section, you will choose the objective of your ads. You can have several ads within the same campaign. There are plenty of objectives to choose from but if you are trying to get people to your website, Traffic is the option to use. If you want your followers to engage with your posts or videos, try the Engagement goal.
The Ad Set
The Ad Set is where you choose your Budget, Placements, Audience, and Schedule.
Budgeting and Schedule are pretty straight-forward. You can choose daily or lifetime budgets, but keep in mind Facebook won’t charge you until you hit a certain dollar amount, or at the end of a month.
Placements include news feeds, messenger, Instagram, and more. If you aren’t already familiar with Facebook ads go ahead and leave it set to Automatic.
Audience can be a tricky one. We have a full blog post on creating audiences with no marketing experience, but if you haven’t set any up yet feel free to just choose Connections > People who like my page or their friends. Just remember to set your location close so your ads aren’t wasted out of town.
The Ad level is where you add images, copy, and choose the style of ad such as videos or slideshows. Because this section is underneath the budget, you can create several versions of your ad to see what works best and they will all share the budget you’ve set. Keep in mind, images with text on them will get penalized by Facebook, or not work at all.
Important Copywriting Tip
One important note for Physical Therapists using Facebook Ads: Facebook guidelines don’t allow advertisers to refer to “personal traits about the audience” which (in their definition) includes words like “Back Pain” or any negative condition. It’s annoying, but Facebook is always taking steps to make it “a positive environment” so we as healthcare professionals have to be creative with copywriting to play by the rules. For example:
- Not Allowed: “3 Ways To Fix Your Lower Back Pain”
- Allowed: “3 Easy Steps to a Stronger, Healthier Back”
- Not Allowed: “Permanently Deal With Your Knee Pain”
- Allowed: “How I Kicked Knee Pain For Good” (testimonials/stories are generally allowed. If your story ad gets disapproved, just request a manual review. Of course, this is subject to change if Facebook tightens guidelines.)
So that’s it! Creating an ad to drive local web traffic and call-ins could take your new patients to another level when done correctly.