FACEBOOK ADS for DENTISTS
One of the Better Ways to get Dental Patients Online
If you want to get seen on Facebook, you must advertise.
Mark Zuckerberg has a very valuable platform, and he’s not going to let you promote your practice for free on his site.
You can post updates all you want. It won’t do any good. It is estimated that only 2% - 6% of all people that like or follow your practice’s page will ever see your updates…. Unless you pay Facebook.
The good news is that Facebook has very effective advertising options that you can use to get your practice noticed.
What Facebook Ads for Dentists Look Like
Facebook ads consist of both an image and associated text. Your ad will appear in a Facebook user’s news feed as “sponsored” as you can see below.
BONUS: Want to See Your Competitor's Ads on Facebook?
Good news - now you can!
Probably due to the alleged Russian meddling in the US election, confusing / misleading ads, and Mark Zuckerberg’s shaky senate hearing performance, Facebook decided to be more transparent about its advertisers.
This can help you come up with ideas for your own ad campaign and just to get a general feel for what the competition is doing.
Go to a competing Dentist’s Facebook Page Along the right-hand side, you’ll see a block that says “Page Transparency” as you can see below. I'm using mega-DSO Aspen Dental for this exercise. You can find their Facebook page and do the exact same thing. Go ahead and click on “See More” You’re now taken to a page which provides more information about that dental practice’s Facebook page - including information about their advertising.
If it says, “this page is currently running ads”, you can click “Go to Ad Library” to see your competitor’s current and past Facebook ads - as shown below.
You're then taken to a page that shows all the ads running on Facebook for your competitor as shown below. Here, you can see that Aspen Dental currently has 49 ads running in different markets throughout the United States.
How to Get New Patients to See Your Ads
Facebook provides a lot of different targeting options for you to explore. The most relevant targeting options for dental offices are shown below:
With Facebook you can target people within a certain radius of your office address (anywhere from 1 - 50 miles). You’ll obviously choose a radius that includes the people that are close enough to be patients.
You can target by age in Facebook as well (anyone from ages 13-65). Obviously this can come in extremely handy when you’re trying to target specific services like:
Remarketing with Facebook Pixels
As part of establishing your Facebook ad account, you’ll want to create a Facebook pixel.
A Facebook pixel is a small piece of code that you install on your main dental website.
When someone visits your website, the pixel fires, and you’re now able to advertise to that website visitor when they go into their Facebook account.
So How is This Helpful? (An Example)
This is extremely powerful. A prospective patient comes to your website is impressed and is about to make an appointment, but they get distracted and leave.
It happens to all of us.
Think about it - you’re on a mission to get something done on your computer, you get distracted by hilarious cat videos and the next thing you know 30 minutes have passed and you can’t remember what you were originally trying to do.
Remarketing on Facebook allows you to get your ad in front of these people who visited your website and were interested in your offer but were distracted. It keeps you at the top of their mind and can help turn these website visitors who left into patients.
It may not be the *best* way to get new patients. It does however have very sophisticated targeting and remarketing options. This makes Facebook an essential tool in your dental advertising arsenal.