Dental Marketing Article

Highly targeted pay-per-click ads on Facebook.

An Excerpt from our Unlimited New Patients - Volume 3

We know. We just spent the first half of this chapter telling you to use pay-per-click sparingly, if at all. But that's when it'ssearch engine pay-per-click. Facebook offers pay-per-click marketing that you can carefully target to a specific demographicand geographic group, making it a very sophisticated and effective way to connect to your target market.

As with a search engine pay-per-click campaign, you DON'T need to hire someone to run your Facebook ad campaign for
you. You can set up a campaign on Facebook in about 10 minutes. As you set up your campaign, you can target Facebook users by geography, age, gender, keywords and by the kinds of things they 'like' or
become a 'fan' of. This allows you to choose exactly who you display your ads to, and to craft specific
messages that are relevant to those people.

As an example, let's say you want to promote dental implants. You can target adults in your practice area who are over 45 years of age, so that the right people receive information that's of interest to them. By clicking on your ad, they will be taken straight to the page on your website that features your dental implant services.

You can run limitless simultaneous campaigns targeting different groups. For instance, while you're targeting people 45 andup with dental implant ads, you can target mothers in your area with an ad that promotes your kid-friendly practice: "Wii,Xbox, Playstation. Your kids will love going to the dentist." At the same time, you can run an ad targeted to people whosekeywords indicate that they are headache sufferers: "Persistentheadaches?"

The cost per click of Facebook ads are quite reasonable, and you can set a daily budget limit. You can also view the numberof daily impressions (or views) that each ad receives, and see how many viewers clicked on the ad to visit your website.This kind of targeted ad campaign can be very cost-effective and produce great results.

Click here to read our entire article in our  dental marketing newsletter Issue: #17

New Patients, Inc.
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