Did you know that Social media recently overtook paid search (i.e., Google Ads) as an advertising channel, growing 25% YoY and exceeding $137 billion (just edging out search’s $135 billion)? There is a good reason for that. Global social media usage is anticipated to reach 4.89 billion users by the end of 2023. And the average user spends 151 minutes daily on social media, bouncing around between seven different social networks per month. In today’s digital age, social media has become an indispensable platform for dental practices to connect with their target audience. Running social media ads for your dental practice can effectively reach potential patients and promote your services. Among the various strategies available, social media advertising has emerged as a powerful tool to reach potential patients, boost brand awareness, and generate leads.
Today, we will delve into the key elements of creating effective dental social media ads, including:
1. MARKETING OBJECTIVES
2. BUDGETING
3. TARGET DEMOGRAPHICS
4. CONTENT CREATION
5. COMPELLING COPYWRITING
6. LEVERAGING FACEBOOK PIXEL
7. MEASURING CAMPAIGN PERFORMANCE – REPORTING
1. Define Your Marketing Objectives:
Before diving into the specifics of creating social media ads, defining your marketing objectives is crucial. Clear objectives will help shape your ad strategy and ensure your efforts align with your overall marketing goals. Common goals for dental practices may include increasing brand awareness, driving traffic to your website, generating leads, or promoting specific services.
2. Determine Your Budget:
Setting a realistic budget is essential to any advertising campaign. Allocating a suitable budget will help optimize your ad reach and ensure a consistent presence on social media. For example, use a smaller budget for branding; larger budgets are generally for lead generation. The budget should be based on factors such as your practice’s financial capabilities, the size of your target audience, and the platforms you plan to advertise on. At Gargle, we help manage the budget so you don’t overspend vs. underspend. Variable cost and can go up and down. And we know what the trends, data, and seasonality of potential patients are.
Here are four real client examples of ad results utilizing a small budget and a larger budget:
LOW BUDGET w/ RESULTS
Budget – $100
Results – 115 Clicks
Budget – $100
Results – 158 Clicks
HIGH BUDGET w/ RESULTS
Budget – $1000
Results – 55 Leads (Instant Forms)
Budget – $1000
Results – 850 Clicks
3. Identify Your Target Demographics:
Understanding your target audience is crucial for creating effective social media ads. Define the demographics of the people most likely to require dental services, such as age, location, income level, and interests. Social media platforms provide powerful targeting options allowing you to narrow your audience based on these criteria. By focusing on the right demographics, you can maximize the impact of your ads and minimize wasted resources. Please note: Not all social media platforms have the same level of targeting options as Facebook. Facebook offers various targeting options, including demographics, interests, and behaviors. Other social media platforms, such as Twitter. TikTok, and Instagram, offer fewer targeting options. One of the most powerful aspects of doing social media ads is the ability to target specific demographics.
4. Craft Engaging Content:
Compelling content is the backbone of any successful social media ad campaign. The average user scrolls for 75% of the time they are on each social media app, just like when in a store shopping; for a consumer to stop and take a look at an individual item, it needs to catch their eye while scanning. Consider incorporating a mix of visuals, such as high-quality images and videos, to capture attention and showcase your dental practice in the best possible light. Highlight your services, showcase patient testimonials, and emphasize the unique value you bring to the table. Ensure the content is informative, visually appealing, and resonates with your target audience. And don’t forget the image text rule states that text can only make up about 20% of your advertisement’s image.
Here are a couple of ads we ran for Sunray Family Dentistry and Maven Smile Design with eye-catching designs:
5. Write Persuasive Copy:
The copy accompanying your dental ads is pivotal in driving engagement and conversions. Craft concise, persuasive copy that clearly communicates the benefits of choosing your practice. Focus on addressing common pain points and providing solutions. Use a conversational tone, be authentic, and include a strong call-to-action to encourage users to take the desired action, such as booking an appointment or visiting your website. Each platform has various character limits to which you should cater your ad copy. It’s important to note that you do not need to use all the characters you are given; less is generally more.
Here is an example of compelling ad copy we ran for Legacy Dental.
COPY:
New Patient Specials!
For a limited time only, get $100 Off Zoom Whitening OR FREE at-home whitening trays. At Legacy Dental Care, we are proud to provide the highest quality dental care for you and your family in a comfortable environment. Dr. Lauren Semerad and Dr. Maggie Larsen, along with our team, offer a wide range of dental services, all housed at our practice in Omaha.
We provide a full range of dental treatments, including:
– Emergency Dental Appointments
– Comfortable Sedation Dentistry
– Dental Implants
– Cosmetic Dentistry
– Orthodontics
– TMJD Treatment
Contact us today to schedule your appointment and take advantage of these new patient specials today!
6. Leverage Facebook Pixel:
Utilizing Facebook Pixel, a powerful tool the platform provides, can significantly enhance the effectiveness of your dental ads. Installing the pixel on your website lets you track and measure the actions users take after clicking on your ads. This data helps you understand the effectiveness of your campaign, optimize targeting, and retarget users who have shown interest but haven’t taken the desired action.
7. Measure and Report:
Tracking the performance of your dental social media ads is crucial for optimizing your campaigns. Social media platforms offer robust reporting features that provide valuable insights into key metrics such as impressions, clicks, conversions, and cost per result. Analyze this data regularly to identify trends, refine your targeting, and make informed decisions to improve the effectiveness of your ads.
We provide our clients with in-depth reporting to show their ad performance at Gargle. We are a firm believer in visibility and critical metrics. Our team will help you sift through the reporting and data so that you know how your ads are truly doing. Here is an example of our reports.
Creating effective dental social media ads requires a well-defined strategy and a deep understanding of your target audience. Overall, running social media ads can be valuable in promoting your dental practice and reaching potential patients. Creating engaging, targeted ads and closely monitoring their performance can increase your practice’s visibility and attract new patients. However, it is not always easy, and consistency is key. Social media ads often feel daunting and will require a lot of effort, but whether you do it yourself or with someone else, like a marketing partner like Gargle, social ads are definitely worth doing. However, if you are managing your ads by yourself, stay proactive, monitor your campaigns, and continuously optimize your approach to drive engagement, increase brand awareness, and grow your dental practice.