Facebook offers several types of ads for you to experiment with. The best type of Facebook ads for dentists are:
- Photo — Use an original image as part of your ad to get your audience to stop scrolling
- Video — Grabs and holds prospective patient’s attention with moving ads
- Carousel — Show 3-5 images and/or videos, headlines, and links or CTAs
- Slideshow — Group individual practice images into a video
All these ads types are effective for raising brand awareness, driving clicks to your website, or converting a patient.
7. A/B test your Facebook ads
When you A/B test a dental Facebook ad, you are pitting one version of an ad against another to see which one gets better results. By doing this, you can focus your ongoing efforts (and budget) on the most successful of the options.
Here are few tips for a successful A/B test:
- Limit the number of changes in your test to one at a time. For example, change a photo or change the button copy, but don’t change both in the same test. Why? If you change both, you won’t know what change made the difference.
- Run an A/B test for at least 4 days. According to Facebook’s Business Center, this is enough time to produce accurate results.
- Test everything. Images, video, ad copy, calls-to-action. Slowly work through all these options until you’ve completely optimized your ads.
8. Integrate Facebook Ads into Instagram
A Facebook study recently confirmed that content that does well on Facebook is also proven to work well on Instagram. We recommend setting up an Instagram Business account where you can integrate all the Facebook ads that you’ve already spent a lot of time perfecting.
Running these ads on both Facebook and Instagram is an excellent opportunity to A/B test your visual media, copy, cost-per-action, and your practice’s unique selling points.
Plus, using both Facebook and Instagram together ensures you reach your target audience where they’re at. For example, if your ideal patient is someone age 18-60, Facebook Ads will help you reach your older audience while Instagram will better target younger patients. It’s a great strategy for adding an additional layer of targeting that should not be overlooked!
9. Put it all together with a Facebook ad funnel strategy
We highly recommend using a Facebook ad funnel strategy to fuel your Facebook marketing efforts. This strategy carefully targets a sequence of ads to potential patients based on how ready they are to book an appointment with you.
The Facebook ad funnel strategy works by sorting your audience into funnels and creating ads for each of those funnel stages:
- Awareness (top of funnel) — Turns strangers into prospects
- Consideration (middle of funnel) — Turns prospects to leads
- Decision (bottom of funnel) — Turns leads into patients
The reason this strategy is so effective is because most people won’t be ready to make a decision after seeing just one ad. Instead, most conversions happen once a user interacts with your practice’s brand over multiple advertising touchpoints.
A Facebook ad funnel strategy does just that — attracting patients, warming them up to your practice brand, and once they feel comfortable with you, converting them into happy patients.
We could write an entire article on this amazing advertising tactic, including what kinds of ads are best for each stage of the Facebook funnel (maybe we will one of these days!). But in the meantime, while you can certainly take a DIY approach, we recommend working with someone who understands and has experience implementing this strategy and can get the best ROI.