Facebook Advertising for Dentists

Facebook has quickly become a valuable dental web marketing tool. And while many practices have recognized the importance of having a fan page on the site, most are still neglecting the value of advertising on the social networking site. Facebook Advertising, which is essentially a pay-per-click platform, is easy, affordable, and a great tool for branding your practice.

Unlike Google Adwords, Facebook Advertising is not yet very competitive, so the cost-per-click is still very affordable (often times under a dollar). Facebook is also unique in it has a rather advanced targeting. While Google limits the advertiser to certain keywords and locations, Facebook can target by age, gender, location, interests, and more. This is not to say that it is a better option than Google, but rather to point out that it is different.

It is important to keep in mind that the main difference between a search engine’s sponsored listings and Facebook's, is that on a search engine, users are actually seeking out your service. They are searching for a “Cosmetic Dentist in Denver,” while on Facebook, you are seeking them out. This is why traffic to your website from a Facebook Advertising campaign will not necessarily convert in patients (right away). It may not even generate much traffic, but it is GREAT for branding. By having your practice's name and logo appear in front of your target demographic on a regular basis, you are implanting your brand into their minds. And when it comes time, they will already be familiar and feel connected with your practice.

Facebook offers a cost-per-impression option, but it is generally not the best option for a campaign. Although when compared side-by-side the cost-per-impression is cheaper than the cost-per-click, it is safe to assume that there will be exponentially more impressions of your ad, than actual clicks. Again, this is because Facebook Advertising is a much better tool for branding, than for generating traffic to your website.

If you are familiar with Facebook, then setting up and following a campaign is not hard. You can find step-by-step help here. If you are new to Facebook, enlist the help of your staff, your kids, your friends, anyone! Chances are that you know someone who is Facebook saavy.

And as always, please feel free to ask questions or leave comments!