Ready, Aim, Advertise!
The single most valuable feature Facebook advertising offers is the ability to “hyper-target” your potential patients. Not only can you target members within a set distance from your office; you can also target them by sex, age, relationship status, and even by their likes and dislikes.
It doesn’t take a masters degree in marketing to know that a 65 year old man will respond to a different ad, image, and offer than will a 25 year old woman.
Know the Lingo
Below is a handy glossary of terms used in reference to the various components comprising a Facebook Ad. It’s good to become familiar with these terms and definitions before attempting to create your ad(s):
Campaign: The title you’ve given your ad campaign. You’ll use this to
distinguish between different ads and variations of a given
ad to e.g. test components such as headline, offer, landing
Status: Your campaign can be “active” (running), “paused” (temporarily
stopped but able to be restarted), or “deleted” (permanently
Budget: The amount you’ve indicated you’re willing to spend on that
campaign per day. You’ll never be charged more than this
amount. As of 9/28/10, Facebook also allows “lifetime spends”
i.e. you specify a budget not to be exceeded over the lifetime
of the campaign.
Impr.: Abbreviation for Impressions, the number of times the ads in
this campaign have been “shown” to users on the site.
Social %: The percentage of impressions where the ad was shown with a
“social story” about one or more friends who were associated
with the content you’re advertising (e.g. Jane Smith likes
Clicks: As with search engine pay per click programs, this is the
number of times users have clicked on the ads in this
CTR (%): The click-through rate for your campaign. This is calculated
as the number of clicks received divided by the number of
impressions. It is a useful ‘campaign metric’, that is, it
shows how well your ad is doing compared to other ads or over
Avg. CPC: The average cost per click for this campaign. This is
calculated as the amount spent divided by the the number of
Spent: The total charges accrued by this campaign.
To learn more about how to hyper target your messages, click on the “Advertise” link at the bottom right section of Facebook (you need to have an account with Facebook to do this), then click on ‘Create an Ad’in the upper right hand corner. Once you’ve done this, you will see three sections to create your ad. By far the largest of the three is Section 2, which is all about selecting your target audience.
Stay Tuned For Tip #3!
For more information about our social media for dentists, click this link.