Today, digital advertising is a sure-fire practice that promises to take any business off the ground, including your chiropractic office.
But here’s the thing: while digital ads surely help boost your business, the rising cost of these ads leaves no room for errors and experiments.
According to a report by AdEspresso, the average CPC for Facebook ads increased by 17% from 2020 to 2021, and the cost is only going to rise in the coming years.
This trend signifies that you must take steps to make every dollar of your advertising budget count. But running ads on Facebook and maximizing their impact is no mean feat. It takes a lot of trial and error to learn the ropes. Having an effective and updated chiropractic Facebook ad strategy is the best way to do that.
I know you are here for guidance, so I am going to keep things as straight as possible and will share tips from my practical experience and learnings. Today, I am sharing 10 highly effective and valuable tips to make the most of your Facebook ad campaign.
1. Knowing Facebook Advertisement Policies
I say it time and again because people often take it too lightly. Facebook has certain rules and regulations regarding advertising, especially for the medical field and healthcare practitioners.
When it comes to healthcare marketing, Facebook does not allow ads that instigate negative self-perception and images. Similarly, there are other rules and regulations that you must follow while planning your chiropractic Facebook ad campaign.
The consequences of not following these policies can be as severe as getting your account blocked or your ad rejected. It takes time to get answers from Facebook support. So, even if you make a mistake and launch an appeal, it may take weeks or months to get things back to normal.
Also, read: How To Intelligently Use Facebook For Spinal Decompression Marketing?
2. Chase A Single Goal
In my practice, I have seen people making the mistake of associating multiple goals in a single ad. Having multiple goals in a single ad leads to nothing but failure.
When you do that, you cannot attain even a single goal tied to your single Facebook ad. Before you run your chiropractic Facebook ad campaign, you need to strategically define your campaign objective clearly. Mention whether you want to raise awareness, generate leads, drive conversions (get appointments), or any other relevant objectives.
3. Opt For Video Ads
News flash: 88% of people feel convinced to buy a product or service after watching the brand’s video content.
Static image-based ads are so 2020! To witness remarkable results from your chiropractic Facebook ads, opting for the video format can be your best bet.
Also, video ads allow you to better explain your services, or you can promote testimonials and feedback on your services. Through educational videos on varied topics, you can engage visitors on your page, make them request more information, and ultimately turn them into actual patients.
4. Accurately Targeting Your Audience
Reaching out to your ideal patients is not that difficult with Facebook advertising. You can accurately devise your targeting strategy by keeping in mind the age, location, and general interests of your ideal patients.
For instance, for your chiropractic Facebook ad campaign, you can easily select an age group suitable for your service. Then, you have to select a location. You obviously wouldn’t want to show your ad to an entire state when you have the option to keep it relevant by showing it to people in your neighborhood.
Lastly, you can also refine your target audience through their interests, such as fitness, wellness, and well-being.
Also, read: Targeting Your Chiropractic Marketing: Who is Your Ideal Patient?
5. Clear Call To Action
You may create the most captivating video, but if it does not entail a clear and defined call to action, your chiropractic Facebook ad won’t be able to give you results.
The aim of a clear CTA is to provide direction to your audience to take the next step after they’ve seen your ad. If your CTA appears vague or gets lost in the message, you could possibly miss out on many engagement opportunities. The best practice is to highlight your CTA with a button to seal the deal.
This button should be prominent on your ad and must be designed in a way that makes the patient take action. Consider the design, color, copy, and personalization to make your CTA stand out.
If you are busy dealing with your office matters and don’t have time for digital marketing, availing the services of a professional is the best option for you. My team has helped many chiropractors and other medical professionals to grow their practice.
Book a discovery call here to talk to my team and learn all about our services.
6. Deciding on Advertising Budget
Whether you want to go big or are considering a small chiropractic Facebook ad campaign, it is important for you to give proper strategic thought to your budget.
One of the greatest benefits of running an ad campaign on Facebook is that you remain in control of how much you are willing to spend on promoting the name of your office or services. Facebook allows you to set daily and lifetime budgets as well as campaign stop dates.
7. Tracking the Progress of Your Campaign
You can measure the success of your chiropractic Facebook ad campaign by tracking its progress and how far it has attained its defined objectives.
To do this, you have to install Facebook pixels to your website so that you can easily track how many new visitors come to your website or how many leads were generated by your Facebook ad.
8. Creating Landing Pages
While I am talking about measuring the progress of your chiropractic Facebook ad, I must mention that the best practice is to create separate landing pages for your campaigns. This is the most accurate way to measure the results of your campaign.
Also, it is very helpful for your target audience as well. They come directly to consume the information that triggered their interest and made them click the ad.
9. Crosschecking Your Results
Not many digital marketers will tell you this, but someone obsessed with attaining remarkable results will surely advise you to cross-check your results.
Data, numbers, and reports can be so confusing, especially if you are new to digital advertising. That is why it is imperative that you crosscheck your figures.
You can use Google Analytics for this purpose. If the results of your chiropractic Facebook ad 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.
10. Opt For A/B Testing
Always have a plan B for your chiropractic Facebook ad campaign. Luckily, the platform helps you a lot with the execution of plan B with its a/b testing feature. With this, you can test two different versions of an ad strategy.
You can alter the audience, ad copy, or placement of your ad. You can display these two versions of ads to two different segments ensuring that none sees both, and then can evaluate which version performs the best. If ad “A” performs better than ad “B,” you can optimize that.
Wrapping Up
I am sure the above guidelines will lend a helping hand to you in running a successful chiropractic Facebook ad campaign. But one aspect that you must keep in mind even when you are following the above strategies is that you need to strike a perfect balance between a holistic approach and paying attention to details.
That means, when you are looking at the bigger picture of your campaign and thinking about acquiring new patients, you must also consider intricate details like targeting your potential patients accurately and curating compelling copy and opting for an on-trend format for your ad that resonates with your audience.
Though these strategies are really helpful to run a successful campaign, if you don’t get the hang of technical details and feel stuck, you can contact us to grow your practice multi-fold through Facebook ad campaigns. Schedule a discovery call here to talk to my team and learn about our services in detail.
Also, if you think that this post was helpful for you to better understand the many aspects of chiropractic Facebook ad campaigns and want to know more about other digital marketing areas, check out my other blog posts.
Zack Siegel
Founder/CEO
Zack is a conversion rate lover and PPC ad man spending most of his time optimizing.
He’s an avid bookworm, Chipotle’s most valued customer, and pursuant stand-up comedian…
We give him reality checks every day.