Hey doc, let’s talk about chiropractic Facebook ads that really work, flood your office with new qualified patients that sign up and stick around for long-term care.

After spending over $1 million on Chiropractic Facebook Ads, Google ads, TikTok, Instagram, and Youtube, I feel pretty qualified to reveal some of the key distinctions that will get you up and running with massive profits to quickly add on new docs, open additional locations, or just treat patients all day like you darn-well please.

In today’s advanced world, where digital marketing has conquered us, Facebook advertising stands out as a superpower for chiropractic marketing. If used strategically, this single phenomenon can take your practice to new heights of growth and success. However, it is equally true that mastery over this one tool demands more than just creating an ad and hitting the ‘boost’ button. It requires embracing a strategic approach, an in-depth understanding of your audience, and, of course, your staunch determination to attain excellence. 

In this blog post, I am sharing a comprehensive guide that will enlighten you with a system that can help you make the most of your Facebook advertisement. There are secrets, tips, and strategies that I have acquired through years of experience and millions of dollars in ad spend.

By the end, you will be equipped with the tools, resources, and knowledge needed to leverage Facebook advertising for your chiropractic marketing, resulting in substantial growth and profits.

So, let’s dive into the world of Chiropractic Facebook Advertising and unlock the cheat code to a more profitable and successful practice.

Setting Your Advertising Foundations

Now, before we dive into the actual nuts and bolts, let’s get clear on what is needed to achieve the oh-so-dreamy 10X returns on your investment…

Many practices shouldn’t be advertising because they don’t first have what I like to call a “proof of concept.”

If you haven’t first learned how to treat your patients well, take notes and how to retain them for repeat visits so they actually get well and you have a recorded patient value in the ballpark of $500, you shouldn’t be touching advertising. It’s then a shiny object for you, where you really need to go back to work on your actual practice operations and refine your in-office procedures first.

Now, assuming that you have all of that down, keep reading.

Now, you should be seeing advertising on essentially adding gasoline to your practice. It’s the fastest way to almost instantly flood your office with new patients who are needing and wanting your care, but to do that effectively, you must have a few other things in place.

Before diving headfirst into the world of Facebook advertising, it’s essential to lay a strong base for your chiropractic marketing efforts. Exercising Facebook advertising in full throttle means that you’re about to embark on a journey that can potentially bring a lot of new patients to your practice. Therefore, it’s essential to ensure that you’re well-prepared to accommodate this growth.

Staffing and Resources: You need to take stock of your current staffing levels and resources. This is important to determine if your practice is adequately staffed to handle an influx of new patients. Conduct an inventory to see if you have the necessary equipment and facilities in place to provide top-notch care. With this understanding, you can make any necessary adjustments to ensure you can meet the demands of a growing patient base.

Appointment Scheduling: You can also review your appointment scheduling system or processes. Ensure your scheduling system accommodates more patients without causing delays or overbooking. Efficient appointment scheduling is vital to providing a positive patient experience.

Training and Onboarding: If you plan to hire additional staff, invest in their training and onboarding. This is important because the last thing you’d want after attracting new patients is to disappoint them and lose business. Therefore, if you are getting new people on board, they should be well-versed in your clinic’s practices, procedures, and patient care standards.

Patient Communication: You can also consider enhancing your patient communication systems. This includes updating your website with accurate information, ensuring your contact details are easily accessible, and having a process in place to respond promptly to inquiries and appointment requests.

Billing and Payment Processing: Review your billing and payment processing procedures. Make sure they are efficient and capable of handling increased billing and payment volumes that may result from more patients.

Quality Control: Quality control is the most crucial element that you should take care of. Maintain a strong focus on quality control. As your practice grows, it’s essential to uphold the high standards of care that have earned you a positive reputation.

Tracking Your Numbers

Doc, if you’re starting to advertise, you’re officially taking off the doctor cap, and it’s time to put on the business cap. If you want to treat a full schedule of patients, that’s one thing, but if you want to build a serious business with advertising, it’s time to start tracking your numbers.

Think of this like diagnosing a patient’s condition. Your numbers are going to be the “x-rays” for your advertising.

Your Advertising X-Rays

You must prepare yourself to start getting comfortable tracking the following aspects of your advertising:

1. Amount spent on advertising spend
2. Link clicks
3. Landing page conversion rates (the percentage of people who sign up on your landing page)
4. Leads
5. Appointments
6. Shown appointments
7. Qualified shown appointments
8. Converted new patients

Now, I say this because it’s a trend we’ve seen with our most successful clients and really, in my studies, the most successful entrepreneurs. If you’re not tracking your numbers and not willing to, you seriously have no business advertising.

Establishing Your Goals

Next up, is goal-setting. You’ve probably heard the saying: “you can’t hit a target that you can’t see.”

Well, that’s any form of marketing for you. Ask yourself the following questions:

1. Who are my best patients?
2. What can I offer that no one else in my area and industry can?
3. What do I do better than anyone else in my area?
4. Who needs my help, but has limited options?
5. What is my patient value?
6. How much am I willing to spend to acquire a new patient?

These are some of the best places to start.

Putting On Your Business Cap

Identify which patients spend the most, stay the longest, and refer the most friends. Those are the patients that you should be marketing to.

If you have a big budget, you can go and market to a wide array of them, but if you have a smaller budget and/or just want to be the most profitable, I’d encourage you to get very specific.

An example would be to focus on sciatica patients through chiropractic care. If you’re more interested in auto accident patients, check out our article about building highly profitable referral partnerships.

Need help starting your Facebook Ad Campaign? We can help!

By getting very specific, it will help you to establish yourself as the foremost expert in your market. You’re now, no longer just a chiropractor, but a sciatica chiropractor. This will build massive trust with your target audience. There’s a saying in marketing, “if you show a person that you understand their problem better than they do, they know that you can help them.”

This will help you to establish this and I promise you, when you get your campaign setup, your results will be much more profitable.

Structuring Your Offer

Alright. So you made it this far. Well done. Now, let’s get down to business. Your offer is probably the most important part of your ad campaign.

A poor offer equals poor results and will be the number one determining factor between massive success and utter disappointment.

Think about what the patients’ dream outcomes are, their pain points, and their desires. Now, that you also have a specific ideal patient avatar defined from the section above, you can also name it according to that specific target audience.

From Alex Hormozi, Offers

Name Your Offer Based On Your Target Markets Pains & Desires

An example, for sciatica, may be, the “$37 Sciatica Relief Scan.” Determine exactly what your offer will include and make it irresistible for patients to claim it and come on into the office to receive it.

With various different markets growing in competitiveness, I highly recommend this to achieve overwhelming success. Remember, there are other articles to outline how to build breakeven Chiropractic Facebook Marketing campaigns. This article is to build Facebook ad campaigns that yield a 1,000% return on investment.

For proof, see our case study with Dr. Ed Reilly. His sciatica, neuropathy, and knee campaigns blew it out of the park and helped him achieve just that.

Need help setting your campaign up for profits?

Developing Your Sales Funnel

Now that you have the foundations set, it’s time to develop your sales funnel. A sales funnel is a fancy term for a landing page, which is essentially a mini-website. This is essential to driving big profits.

I absolutely love these because they allow you to control the new patient journey far more than any other means. 

Of course, you can send your ad traffic to your website, but you’ll be literally pouring money down the drain.

The Real Reason Why You Need Landing Pages

With landing pages, we can easily create content on the web page. We can also limit the number of places where a website visitor can get lost. In other words, there will only be one “call to action” for them, to sign up and claim the offer. There’s absolutely nothing else that they can do. There are no more pages to visit, no more information to gather. The only option they have is to sign up (typically with their name, email address, and phone number).

This will result in many more leads, which you’ll later see, is one of the first action steps to them becoming a new chiropractic patient.

Now, make sure that your web page is mobile-friendly, because 85% of your visitors will be on their mobile devices.

The Easy-To-Start Alternative

The alternative is what we call Facebook Lead Forms. These work well to collect the leads, but they’ll fail to help you control the patient journey.

All of our clients have reported that the lead quality is far worse from this channel, with respect to people being much less responsive and it will take much more effort to schedule these leads and get them into your office.

They can work to get you started, but I’d encourage getting help building a landing page or finding out how to build one yourself.

Why Patient Journey

When you have a landing page, now you can direct what happens to the patient after they sign up and complete your call to action. What other information will they see? Will it allow them to schedule online or complete an application to become a patient?

This is a really valuable next step.

In your chiropractic marketing, your landing page is your weapon to attract your audience and convert them into your actual patients. That is why I regard landing pages as your core sales funnel that takes your campaigns from merely effective to explosively profitable. Hence, it will not be an exaggeration to call your landing page the backbone of your entire advertising strategy. There are a number of ways in which landing pages help you boost your business. Let’s discuss these aspects so that you understand the importance and mechanism of landing pages.

Attracting Your Audience: Consider your Facebook ad as the bait; then, your landing page is the trap as it captures the interest of potential patients. First, your ad lures your audience through its compelling copy and appealing visuals, and then they wind up on your landing page and decide if your clinic is the right fit for them.

Converting Prospects to Patients: Now that your targeted audience is on your landing page, you must optimize it for conversions. If designed and composed strategically, your landing page can guide visitors to take specific actions, such as: scheduling an appointment, calling your office, or signing up for a newsletter. Optimizing your landing page for conversion for your chiropractic marketing is of utmost importance, and therefore, you must strive to minimize distractions on this page. Your only focus should be on deriving the desired action. 

Building Trust and Credibility: Your landing page is also a good source to establish trust and credibility. You can do this by including testimonials from satisfied patients, displaying your certifications and awards, or any other credentials that reflect your expertise and excellence. This builds confidence in potential patients, reassuring them that they’re in capable hands.

Tailored Messaging: Unlike your main website, a landing page provides this opportunity to craft your message that perfectly aligns with the ad that brought the visitor there. With this highly tailored message in your chiropractic marketing plan, the transition from ad to landing page becomes smooth and reduces the chances of bounce rates.

Tracking and Optimization: Landing pages are an invaluable tool for tracking the success of your chiropractic marketing campaigns. You can measure conversion rates, analyze visitor behavior, and fine-tune your landing page to maximize results. This data-driven approach is a key factor in achieving those 10X returns.

Building Your Creative Assets

Ok, we’re moving on through, I won’t spend too much time discussing how to build your creative assets, but just know that this a necessary step to develop successful ads on Facebook and Instagram.

The better quality that your ads are, the cheaper that it will be to reach people on Facebook. In addition, they’ll just perform better.

Now, I’m not saying that you need to go out and hire a video production firm and build out a Hollywood style film. I’m saying that relevant and good quality images, videos, and copywriting will go a long way.

Remember though, this should be designed based on your branding and based on your target audience. Simple videos can work well and simple text too, but it’s important to test.

When it comes to chiropractic Facebook advertising, the visual appeal and messaging of your ads are like the first impression you make on a potential patient. Building captivating creative assets can make all the difference in achieving those remarkable 10X returns. Here’s how you can go about it:

Professional Imagery: It is vital to invest in high-quality visuals that reflect the professionalism of your practice. Consider using images of your clinic, staff, and satisfied patients. Avoid stock photos that may come off as generic.

Storytelling Visuals: Visual storytelling can be a powerful technique for your chiropractic marketing. Craft a narrative through your images and videos that showcase the journey of a patient from pain to relief. People connect with stories, and it can be a compelling way to draw them in.

Clear Branding: Ensure your ads are consistent with your brand’s colors, fonts, and style. This builds brand recognition and trust. When potential patients see your ad, they should instantly associate it with your practice.

Compelling Copy: The text in your ad should be concise, persuasive, and tailored to your target audience.

Interactive Content: Encourage engagement by incorporating interactive elements into your ads. This could be as simple as a poll, a question, or an interactive infographic. Engagement often leads to higher conversion rates.

Tracking

Facebook ad tracking has gotten very complex in recent years. To develop a winning chiropractic Facebook ads campaign, this will be something to closely monitor.

We use quickconnect.io to handle part of our advertising tracking with their direct API integration to Facebook. We also install Facebook pixel tracking codes on our landing pages and use these to ensure that the data that we’re monitoring in Facebook is accurate.

Unfortunately, in recent years, iOS 14 has made this very difficult to do.

While conducting your chiropractic marketing exercises, tracking the effectiveness and performance of your campaigns is paramount. If we talk specifically about Facebook advertising, the ability to measure, optimize, and analyze your campaigns can be the difference between success and missed opportunities. However, it is also true that with time, tracking Facebook ads and their performance has become increasingly challenging and complicated.

So, let’s just talk about these intricacies of Facebook ad tracking, and let me hand you some tools and insights that will help you with this complex system seamlessly. 

Facebook has undergone many significant changes in how it handles user data and ad tracking due to privacy concerns and regulatory developments. Some of the key changes include:

Apple’s App Tracking Transparency (ATT): With the rollout of ATT, Apple gave users more control over their data, requiring app developers (including Facebook) to request permission for tracking. This greatly impacted ad targeting and attribution on iOS devices.

Facebook Pixel Updates: Facebook updates its pixels quite frequently, the exact code that you install on your website to track user interactions. These updates aim to meet and balance tracking capabilities with user privacy. Staying abreast with pixel updates is very important. 

Limited Data Use (LDU): Facebook introduced LDU in response to privacy regulations like GDPR and CCPA. Advertisers now need to configure their ad accounts to comply with these regulations, impacting data sharing and tracking.

Navigating the Complexity

Needless to say, running, managing, and tracking ad campaigns on Facebook is getting more complex with each passing day and with new laws, rules, and regulations. In order to track your Facebook ads effectively for your chiropractic marketing campaigns, consider the following tactics, strategies, and tools:

Facebook Pixel: The first and most important step involves installing and configuring the Facebook pixel correctly on your website. The Pixel collects valuable data on user interactions, allowing you to track conversions, optimize ad delivery, and retarget users.

Attribution Models: There are a number of attribution models that Facebook offers, including first-click, last-click, and data-driven attribution. Choose the model that matches your advertising goals and provides the most accurate insights.

Events Manager: The best practice to set up custom events and track specific user interactions is to use Facebook’s Events Manager. Through this, you can keep an eye on particular events such as form submissions, scheduling, or video views. 

Conversion API: Alongside the pixels, it is equally important to implement the Facebook Conversion API. This server-to-server tool enhances data accuracy and helps you measure events that traditional tracking methods may miss.

Third-Party Tracking Tools: You can also cross-check your insights by using third-party tracking tools like quickconnect.io, Google Analytics, or Adobe Analytics. Using these third-party tools gives you a more comprehensive view of user behavior and cross-platform insights.

UTM Parameters: A great way to enhance the effectiveness of your tracking is to use UTM parameters in your ad links. This way, you can track campaigns in Google Analytics or other analytics platforms. Plus, this also enables you to gain deeper insights and cross-channel attribution.

Custom Audiences: The best bet to improve the performance of your ad campaigns is to leverage custom audiences to retarget users based on their interactions with your website or app, even if tracking limitations apply.

Aggregated Event Measurement: If you want to take your ads tracking to new levels altogether, I’d advise you to learn how Facebook’s Aggregated Event Measurement impacts your tracking capabilities and adapt your strategy accordingly.

Data Privacy Compliance: Stay informed about data privacy regulations and ensure your tracking practices align with these requirements to avoid penalties.

The Path to Profitable Returns

Despite the evolving complexities, mastering Facebook ad tracking is essential for achieving profitable returns on your advertising investment. By implementing the right tools, staying informed about industry changes, and adapting your tracking strategy, you can easily navigate the challenges and continue to drive successful Facebook ad campaigns for your chiropractic marketing. Tracking is not a one-time task but an ongoing process of optimization. Regularly review your tracking setup, analyze data, and adjust your campaigns to maximize effectiveness.

Facebook Ads For Chiropractors

Ok. Now that we’ve covered the bases, it’s time to dive into Facebook Advertising and get connected into your Ads Manager.

Visit business.facebook.com and go ahead and login to your Business Manager or Facebook Business Suite.

Here is where all of the magic happens. This is the one place that is used to manage your Facebook ad campaigns.

Have A Clear Objective For Your Campaign

Your chiropractic Facebook advertising will surely be effective when it has a clear objective. A clear goal will help your strategy and make it easier to assess it. Therefore, you must prioritize setting up a single clear objective for your campaign be it lead generation, brand awareness, or driving traffic to a page. An ad with multiple goals ends up failing to achieve every goal tied to it.

Targeting Audience

One of the most incredible things that turn Facebook advertising into a mega-success campaign is its targeting capabilities that allow you to reach hyper-target audiences. We know that in today’s era, it’s all about data. The ability to access and utilize an incredibly large amount of historical data facilitates the daunting and often seemingly impossible job of creating the most ideal target audience that you can use for your chiropractic Facebook advertising.

Contrary to traditional forms of advertising, Facebook enables you to work with different audiences on the basis of various demographic factors like location, gender, age, and, even more specifically, hobbies and interests.

You can also work with custom audiences by uploading on Facebook an existing list of your current patients, and every profile with matching information will be targeted with paid advertising. The benefit related to being able to choose exactly who you pay to advertise to on social platforms is immensely invaluable.

If you don’t have substantial data to upload on Facebook and create a lookalike audience, you can still spread your message to your targeted patients. However, advertisement campaigns have been greatly impacted by Apple’s iOS 14 updates, but still, there are ways and possibilities to reach your prospects. For this scenario, my number one recommendation is to run a top-of-funnel video-based chiropractic Facebook advertising to broad audiences, targeting only location and age.

Then, you can create a custom audience including people who have viewed your video and push them to visit your website and convert them into actual patients. You can effectively build this audience even when Facebook users on Apple devices opt out of tracking.

Another important aspect that’s worth mentioning is retargeting interested prospects who have already visited your website. From my experience, I can tell you that by far, this is the most effective way to structure your chiropractic Facebook advertising to drive conversions. For that, you have to install Facebook pixels on your clinic’s website so that you can optimize your ad delivery by reconnecting with users who have viewed your site and you can also formulate lookalike audiences by describing additional targeting parameters.

So, you see how there are extensive possibilities to make your targeting super effective. The sound way to know which targeting option is the best option for your chiropractic Facebook advertising campaign is to test both strong lookalikes and a number of interests. To make this test fair, keep all your creatives, graphics, and copy the same in each ad set. After spending about $100 or getting 10,000 impressions, you can see the best-performing audience based on leads, conversions, or other metrics such as CTR, CPM, and CPC.

Ad Placement Makes All The Difference

When you opt for Facebook advertising, it gives you the freedom to choose where your ad should appear. To maintain a simple and easy-to-navigate account structure, the best strategy is to enable automatic placements for your chiropractic Facebook advertising.

The logic behind using this strategy is that no two prospects have the same preferences, behaviors, and traits. Some love scrolling down their timeline, while others prefer to tap through their stories. If there is a profile that fits the description of your target audience and has shown interest and activities that match your objectives, the algorithm wants to make your ad appear right in front of that profile. Ensure that it happens every time by opting for automatic ad placement.

Let’s see through an example how automatic placement works. Say I am in an urgent need to avail the services of a chiropractor.

Things could get messy if I don’t solve that problem immediately. I search for chiropractors near me online and visit a few websites and reviews of the practitioner, but something comes up, and I put my phone down. Facebook sees that data because the websites I visited have the Facebook pixel installed, which tracks my online activity.

They know I’m actively looking for a reputable chiropractor and will connect my profile with an advertiser that is looking to take new patients. I turn my phone back on, open the Facebook app, and, boom, I see an ad for a chiropractor saying they are offering a 10% discount on the initial visit. My problem is solved.

Although automatic placements are an ideal option, in some cases, opting for different ad placements may contribute significantly better results—and may be worth more of your advertising resources. You can find an ad placement that is best suitable for your chiropractic Facebook advertising by using the Breakdowns feature in Ads Manager. Select a campaign to view and then choose Placement from the Breakdowns dropdown menu.

Here, you can sort the results and see important metrics like click-through rate (CTR), cost per click (CPC), or cost per 1,000 impressions (CPM). You can also sort by results and cost per result if the campaign targets an in-app objective—such as reach or engagement.

Through this simple activity, you can determine if any of the placements dramatically outperform others. When creating future ad sets, you can use the manual placements feature to display your ads in your best-performing locations only.

Setting The Budget

When looking to make the most of your chiropractic Facebook advertising, it’s natural to want to have complete control over your budget distribution. After all, you are the one who’s set your marketing goal, so shouldn’t you be the one to decide how to spend your ad budget?

Although Facebook completely renders you the right and freedom to set the budget for each of your ad sets, this approach may not give you great results. However, if you opt for campaign budget optimization, you take a great deal of guesswork away and let the platform do the math for you.

When you choose campaign budget optimization, you set the budget at the campaign level instead of setting a budget for each ad set. In campaign budget optimization, Facebook distributes your total budget to active ad sets that come under that campaign.

This approach is performance-driven. The platform adjusts budget allocation based on the performance of an ad set. If a particular ad set performs well, Facebook gives more weightage to that ad and allocates more budget to that, contrary to an ad set that underperforms. 

It’s like having a mini version of Skynet, that instead of manufacturing machines to take over the world, have computers with the details of your card and are fighting to get more conversions. This feature is super beneficial and is now used by almost 80% to 90% of the clients we are actively managing. Facebook recommends using no more than two to three active ad sets when enabling campaign budget optimization.

Have A Clear Call-To-Action

When you work on any marketing campaign or devise any promotional strategy, you know you cannot do that without having an endgame in mind. Needless to say, the focal purpose of any advertising or marketing campaign is about to push your prospects to take action.

Whether you want your prospects to download an e-book about weight loss tips so you can obtain their email addresses, sign up for your newsletter, go straight to book an appointment or take a different action, it is not possible to get them to do what you want them to do without a compelling yet clear call to action or CTA.

Your call to action has the potential to greatly impact your chiropractic Facebook advertising. You need to be very cautious when you direct your prospects to take the next step after they are exposed to your message. If your call to action does not clearly define the actions themselves or is lost in the rest of your message, you could miss out on seriously lucrative opportunities.

To guide you, I am discussing a few of the best practices you can utilize while creating your CTAs.

You can come up with the best CTA when you put yourself in the shoes of your ideal patients.

Ask yourself, if you were your target audience, what would motivate you to take action? If you find yourself unable to answer these questions, you must spend some time getting to know your audience better. A clear understanding of the way your patients think and react can help you create the best copy and CTA for your chiropractic Facebook advertising campaign.

Another thing that you can do is experiment with the length of your CTA. Find out what option is better – a shorter CTA or a longer one. Like any other thing, this depends on the preferences of your audience. However, the rule of thumb asserts that there’s no need to add clutter. Keep your CTA as simple as possible and directly to the point. 

You must also pay emphasis on the copy and design of your CTA. Keep the copy and writing style for your CTA simple and familiar. If you want them to book an appointment, this could be your CTA. Avoid being fancy or saying this in any other way, like getting a spot for you or getting a slot booked.

Your intention may be to differentiate your brand, but it can confuse your audience and may distract them from taking action. The design of your CTA also matters a lot. Although Facebook ads offer an in-built button, it is great when you can highlight the CTA in your ad creative too. The best bet is to have your CTA button in contrasting colors of your creative ad so that it stands out from the rest of your message.

Ensure A Great Post-Click Experience

You have your ad ready, everything is set, and even the CTA is great, but if the post-click experience for your prospects is not up to the mark, you won’t be able to reap any results from your chiropractic Facebook advertising campaigns.

My number one advice for this is to create a separate landing page for each of your campaigns. I can bet on this tactic because it works 100% of the time. When a prospect clicks on your chiropractic Facebook ad, send them to a separate and dedicated landing page rather than your clinic’s website home page.

When a prospect lands on your home page, the bombardment of information from left, right, and center can be distracting. This way, you take the risk of them abandoning your site before reaching your goals. This is just like losing a patient who is just on the verge of conversion. On the contrary, if you use a specific landing page for your chiropractic Facebook ad, it will be convenient for the users to take an action you want them to take.

Let’s say, if the objective of one of your chiropractic Facebook ads is to grow your email list, then you must create a landing page that only talks about your email list and has a clear CTA of signing up.

If your other ad aims to get new appointments for a particular service, have a separate landing page that talks about that service alone, accompanied by a CTA with no other distraction. 

Publish The Ad And Keep A Close Eye On It

Now that your chiropractic Facebook advertising creative is ready, the budget is decided, and the target audience is right on the radar, all you have to do is submit your ad. As soon as you submit the ad, the Facebook committee reviews it to see if it complies with its ad policies and finally shows you the green light by publishing your ad.

If at this moment you believe that your tasks or responsibilities are completed, and all that is left is to passively observe and monitor the situation, that assumption is actually incorrect. The next step involves constantly tracking the performance of your ad and analyzing the results that your ad campaign is bringing.

By analyzing the results of your chiropractic Facebook advertising, you get to know if the strategy you implemented is sound enough or not. You get to know whether you can use the same stance in your future campaigns or consider some changes. In case your advertising campaign does not give you the result you expected, you should dissect your campaign to see which elements did not work well and what needs to be improved. 

This whole exercise enriches you with the experience and equips you with the information to produce better campaigns in the times to come. And by keeping this in mind, it is really important for you to keep an eye on your ad performance and analyze it. 

While talking about the analysis of the ad performance, I must mention that it takes time for your ads to mature. When running a chiropractic Facebook advertising campaign, it takes some time to get traction and drive results. Checking how your ad is fairing after 5 minutes is a futile exercise.

You should at least give 48 hours for your ad to nurture and show you results. After giving enough time to your ad, you can head over to your Business Manager account and get your hands on a detailed report about the performance of your ad. This report highlights the number of prospects interacting with your ad, the number of people converted, and all the other necessary details.

Crosschecking Your Results

Not many digital marketers will tell you this, but someone who is obsessed with attaining remarkable results will surely advise you to cross-check them.

Data, numbers, and reports can be so confusing, especially if you are new to digital advertising. That is why it is imperative to crosscheck your figures. You can use Google Analytics for this purpose. If the results of your chiropractic Facebook advertising campaign suggest that it sent 500 visitors to your website, but Google Analytics shows only 50 new visitors, it implies that there’s something wrong.

These discrepancies often occur and are important to take into consideration.

Additionally, you can also use auto-advanced matching, which is a super simple yet effective way to cross-check your numbers. You can find this option next to your Facebook pixel under your Ad Manager campaigns. When you turn this feature on, it permits you to pass additional information through the Facebook pixel.

This enables the platform to accurately gauge where your conversions are coming from, and then show your ad to people with similar characteristics. This may sound very simple, yet there are many accounts that do not activate this feature. If you utilize this feature, the privacy policy on your website may need to be updated to show that you are sharing information with Facebook for the sole reason of advertisement.

Master The Art And Science Of Facebook Advertising Through A/B Testing

You know, they say, practice makes perfect. This is every bit true. You can also master the art and science of Facebook advertising through A/B testing. This trial-and-error method is good for polishing your skills and lets you know what usually works for your target audience.

Make A/B testing a quintessence of your chiropractic Facebook advertising strategy because rarely does a Facebook ad work perfectly right on the first try. This is something I keep writing about and keep telling my clients.

I often experience in my practice that people regard A/B testing as additional work or a futile exercise. However, it can be as simple as making two versions of an ad and analyzing their performance after publishing the ads. By creating two versions, I don’t mean that you have two different ideas. You can simply change the color scheme, play with fonts and designs, or alter tone and language a little bit to see what resonates with your audience.

Once you put up two versions with slight changes, you have to see whether the ad with the CTA button “sign up now” reaps more results than a button that says “learn more,” or an ad that has more light and conversational copy converts over the ad that has a sober heading. 

Getting the idea about what’s bringing you results enables you to alter your strategy and put the elements that work for you in every ad, hence improving your campaign budget optimization. 

Adopt A Holistic Approach And Complement Your Paid Campaigns With Organic Activities

In almost all cases, the best practice for any business is to opt for a hybrid social media strategy. The concept of hybrid strategy combines the best of both worlds. It encompasses keeping your newsfeed alive through organic content. You make an attempt to engage your patients by consistently posting valuable content and through community building. While you are at it, you also complement your efforts through paid chiropractic Facebook advertising.

Though there is no denying that organic reach has gone down generally for everyone, with consistent posting and engaging with your audience, you can still drive reasonable engagement. You can even consider boosting your timeline posts to improve traction. That does not necessarily mean that you set aside a huge amount for that, but spending a few dollars on and off can improve the results.

Conduct A Competitive Analysis In Facebook Ad Library

Grabbing the attention of your target audience is the core essence of advertising. To get a clear idea about what factors make your audience hooked, find out what your chiropractic Facebook advertising is up against. Once you have all your Facebook advertising strategies sorted and your campaigns ready and doing their job, one of the exercises you must undertake is to track what other chiropractors in your area are doing.

Seeing and observing what other practitioners are doing, how they are advertising, what sort of content they are updating, how many ads are active, and when they are running a campaign. You must also pay extra attention to ad creatives, including format, variations, and copy. All this information can open up new doors of creativity and experiments.

Conducting a competitive analysis is indispensable for every business, no matter what the size and field is. It is an important strategic step if you want to witness serious growth in your practice. The valuable insights you’d drive from an in-depth competitive analysis will improve your chiropractic Facebook advertising and many other aspects of your practice.

Keeping track of your competitor chiropractors is relatively easy on Facebook. In 2018, in its quest to promote transparency around advertisers, the platform made an effort to launch Facebook Ad Library, which is now known as Meta Ad Library. This library is a repository that stocks all the current and past ads run by any advertiser. Any user can run a search in this library and find ads by keywords. There is an option of filtering out the results based on location and categories.

Doing this analysis can be super beneficial for you while you sit down to devise your chiropractic Facebook advertising strategies.

Remarketing

For Chiropractic Marketing, I would encourage you to start by remarketing to the people who have visited your website.

This will allow you to instantly capture what I like to call, “the low-hanging fruit.” This will get you some quick wins out of the gates and some inexpensive leads to get starte

You’ll also be establishing your authority and building a lot of trust with those people because now, they’ve seen your website and information there and are being followed around the internet now as well.

This is one of the most effective parts of digital marketing. Unlike postcards, television ads, and radio, with social media you can track who has visited your website and then continue to put more of your ads in front of them.

Your Lead Campaign

Now, we can also set up your main campaign. This campaign will drive the bulk of your new patients.

For a complete Chiropractor Facebook Ad Tutorial, see our article and step-by-step Youtube video.

With this campaign, you’re going to be marketing to many people who don’t yet know you, in your target audience.

I’ll give you a few additional tips for a successful chiropractic Facebook campaign.

Run your campaign with campaign budget optimization to start. It will make it much easier and more efficient to start.

Leave your targeting options in your ad set open. Facebook is really good at optimizing your campaigns and will find your target audience.

Focus on testing your creative assets in your local market. Since it’s a local market and the audience is confined to just that area, you have to constantly change your images, videos, text, and landing pages.

Put your attention to that you’ll be very successful.

Challenges And Complex Intricate Issues Of Facebook Advertising

Undoubtedly, your chiropractic Facebook advertising can be a powerful tool to supercharge the growth process of your practice. But, it’s not all as simple as it seems. There are many challenges and complex, intricate issues that may leave you numb. Here, I am briefly mentioning a couple of common challenges with Facebook advertising.

Ad Fatigue Is A Thing, And It’s Real

I am sure, you all heard about digital fatigue, but ad fatigue also exists. Ad fatigue is a phenomenon that describes exhaustion brought by excessive ads. Facebook users also get to see innumerable ads on a daily basis which can cause ad fatigue. As a result of ad fatigue, users begin to ignore ads.

This signifies that frequency of your chiropractic Facebook advertising can be both your friend and enemy in this era of digital fatigue. Running way too many ads can make your target audience ignore your postings and ads, whereas by limiting your frequency, you may miss out on many opportunities. What can help you here is the element of creativity. New themes, fresh designs, and updated content can break the monotony for your target audience and give you the attention you need.

Too Narrow Or Too Broad, Getting Stuck In Targeting Choices

I have iterated before many times and I’d reiterate that Facebook’s targeting capabilities are by far the best than any other social media platform. But, this exact feature can be quite challenging for your chiropractic Facebook advertising. When you start exploring the detailed targeting options on Facebook, one click leads to another, and you find yourself lost in the sea of options. The key to tackling this challenge is to have a clear idea about your target audience. If you don’t opt for the right audience parameters, you will end up wasting a lot of your dollars, time, and resources.

The Dilemma of Low Relevance Ad Score

Facebook aims to make all its ads highly relevant, and they score your chiropractic Facebook advertising on the basis of the response it gets from your target audience. The more positive response an ad gets, the higherits relevance score will be; however, negative responses, such as people hiding and reporting your ad, will lower the score. Getting a lower score can be a challenging situation for you. Lately, Facebook has changed ad scores to ad relevance diagnostics that lets you see if tweaking your ad creative, post-click experience such as landing page, or target audience could improve results. It’s easier to improve the score of an ad that has below-average scores than an ad that has an average score. What really makes this issue more pressing is the situation when your ad performance does not improve even after making necessary adjustments. In this case, you may have to withdraw your campaign and start again from scratch. 

The Perplexity of Placement

No matter what you do, whether something related to your general life or business, when you have too many options, you are bound to feel confused. The same is the case with the placement of Facebook ads. There are several options available for you to choose from. From newsfeeds to stories and messenger: the options are many. Not only that, but each option has its own pros and cons, making it even harder to decide where to place your chiropractic Facebook advertising asset. As I suggested above in my step-by-step guide, the best bet is to opt for automatic placement and take the burden off your shoulders. 

Deciding Ad Budget And Monitoring The Spend

Another challenging aspect that you may encounter for your chiropractic Facebook advertising is related to budgeting. Before you indulge in the exercise, you must first determine how much you are willing to spend on this platform. Using various digital platforms to advertise, deciding and allocating a fixed amount can be quite challenging, especially if you are just starting to promote your practice or have a limited budget. Furthermore, the challenge related to budgeting is not only confined to deciding the amount you are willing to spend, but it also encompasses regular monitoring of the amount that you are spending. As mentioned above, you need to closely monitor your campaigns and their performance. If the ad is not delivering the expected results, you need to put a pause on it and make necessary tweaks.

Now Get Started

If you’d like our personalized help, building out a campaign for you or just helping you to navigate these waters, reach out to us.

We guarantee a 2X return-on-investment to all qualified chiropractors, so if you’d like to learn more about it, schedule a call with us here.

We’ll help you identify exactly who your target audience should be, what offer will work best, and what ad strategy.

In many cases, we’ll help you place your ads on TikTok, Instagram, Youtube, and Google too!

Reach out to learn more.

Need help setting your campaign up for profits?