Chiropractors are focused on providing care for their patients, but they also need to get new patients in the door to grow their business. This is where chiropractor Facebook ads could be valuable.
Ads can help spark interest from potential customers and allow you to build a solid reputation within your community.
However, chiropractic Facebook ads are slightly different from other ads you see on Facebook. You have to target the right audience while earning the trust of people who want to improve their health.
Your practice likely offers a wide range of services for overall health management, and your ads need to carefully convey this important information.
Facebook ads provide a smart way to focus your advertising budget on a targeted audience so you can get your information in front of the right potential patients.
What To Do When Creating Chiropractor Facebook Ads
When putting together your chiropractor Facebook ads, there are some important strategies you should follow to maximize your chances of success.
Do Have a Goal
Before you get started with Facebook ads for chiropractors, you should establish the goal of your campaign.
You may think “I want new patients” is a reasonable goal. While new patients are fantastic, the goal needs to drill down further than this.
Facebook ads can have numerous goals. You could want people to like your Facebook or Instagram page. Other goals might include downloading an ebook you created or enrolling in a local seminar you’re hosting.
Ask yourself what the main focus of your campaign is so you’ll be able to build on this from the very beginning.
Do Select the Right Target Audience
One reason why Facebook ads are so effective is because you can target almost any type of potential customer you can imagine.
Not only can you input the exact zip code — which is important when you are established in a community — but you can take it even further.
Facebook allows you to select ages and genders for targeting. Better yet, you can also select interests. You know your patients the best, which probably means you know some of their hobbies and interests.
Wellness, nutrition, yoga, and other health-related interests can be selected to find people who are most likely to respond to your ads.
Do Adhere to Facebook’s Ad Policies
High-quality images or videos are not things you can skimp on when creating Facebook ads. Consumers expect professional imagery.
However, chiropractor Facebook ads need to be extremely careful of the images used. You don’t want to use pictures of your actual patients unless you have their permission.
Additionally, you should avoid images that promote any type of cure or promise. Facebook has a set of ad policies any advertiser must follow.
Here is an example of an ad using high-quality imagery. It shows what a patient might expect when visiting the clinic and uses the logo of the chiropractic office. This is a smart tactic for promoting the overall brand.
Do Pay Careful Attention to Copy
Along with imagery, careful attention to copy is also needed. Copy, which is the term used to describe the written portion of the ad, should grab the attention of whoever is scrolling through their newsfeed or clicking through Instagram.
Your copy should be clean, crisp, and straight to the point. Fortunately, you don’t have to be a published author to write ads that get attention.
What you need to do is make sure the ads do not make any promises or promote any type of cure. Instead, you could focus on upcoming events, special promotions or offers, or highlight services you offer.
Again, reflecting on the goal of your campaign is important here. Your goal will help you with both your imagery and copy.
Lastly, compelling copy includes a strong call to action (CTA). The CTA is what action you want the audience to take. Is it to like your Facebook page? Register for a seminar? Or sign up for a newsletter?
Make the CTA obvious so that your audience doesn’t have to guess what you want them to do.
Do Take Advantage of Analytics
Another reason why Facebook ads have worked for other businesses is because of the insights they provide.
When you run chiropractic Facebook marketing ads, you have access to an Ads Manager dashboard. This dashboard is full of powerful analytical tools to help you maximize your advertising dollars.
The dashboard gives you information such as:
- How many people are taking action with your ad
- The number of clicks on the ad
- How many impressions are generated (which is how many people saw your ad)
- The total amount spent on the ad
These insights, and more, help you make decisions as you refine your campaign. You’ll know right away if your ads are working.
Don’ts of Chiropractor Facebook Ads
There are also some things chiropractors will want to make sure not to do when creating Facebook ads for their business.
Don’t Ask Medical Questions
In an effort to get potential patients to interact with your Facebook ads, you may be tempted to include a questionnaire. Unfortunately, asking medical questions is a no-no.
Facebook strictly prohibits the use of medical questions where you gain insight into someone’s specific personal attributes.
One way to avoid the gray area of medical questions is to remove any questions where the word “you” is used. For example, you will want to avoid asking questions like, “Do you suffer from back pain?”
You will also want to be careful about using medical jargon. This ensures you appeal to the highest number of people possible and don’t accidentally exclude someone because they don’t know what certain words mean.
However, you can use the copy to promote the services your practice offers, such as the latest equipment or new treatment techniques.
There are plenty of ways to promote your practice and interact with potential customers without asking personal medical questions.
Don’t Promote a Cure for Disease
Along these same lines, be careful to avoid using language where the promise or promotion of a cure is implied.
While there are numerous benefits to chiropractic care that you likely want to promote, Facebook has rules in place regarding language promoting cures.
Again, by focusing on the advantages of your practice, specials or offers, or upcoming events, you will have plenty of other messages to focus on that highlight your practice.
Don’t Dismiss Testing Your Ads
Facebook allows you to test two different ads simultaneously. This is often referred to as A/B testing.
Testing your ads is something you definitely want to take advantage of because you’ll receive immediate feedback on what is and isn’t working.
You can run two different ads at the same time. Then you can compare the insights and see how they are performing.
Try to change one major thing in each ad while still having the same goal. For instance, use a different image or video in each ad. You could also change the CTA wording.
When you see which ad receives the highest response, then ditch the other one and run with the ad that works.
Don’t Forget About Facebook Pixel
If you really want to take your chiropractor Facebook ads to the next level, you should use the Facebook pixel tool. Facebook pixel is another analytics tool you can use to tailor the message of your ads.
In short, it is a code you place on your website. Facebook then sends you insights and data to show you exactly how visitors to your site are interacting with each page.
But how is this helpful with the Facebook ads?
Your ads are likely driving potential customers to your website, or your website is included somewhere in the copy of your ad. The pixel will give you data on what pages are working.
This information can help you mold your Facebook ads campaign.
The Final Word on Chiropractor Facebook Ads
Facebook ads for chiropractors can be an extremely useful marketing tool. Ultimately, you want to build trust within the community so you are top of mind when someone needs chiropractic care.
Using Facebook ads is a great way to get the right message across for your practice while promoting your business locally.