What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform where you pay for your ad per click or impression (CPM) the ad receives. Google Ads can increase your website traffic, increase visits, and help you receive more phone calls from clients who are interested in the services you offer. Paid ads on Google encourage about 65% of users to commit to that appointment or consultation you are promoting.

You can also time your ads on mobile and desktop viewports so that your ad, and your practice, show up on the search engine results page (SERP) when your potential clients are looking for medical practices like yours. The timing improves how well those ads are received because Google users will see them as they are actively searching the topic highlighted in your ad.

Getting Started with Google Ads

To get started with Google Ads, you will need to set up an account with the name of your practice and website. You will then select your advertisement goals and add keyword themes based on the services you will be advertising. You can also set up your ad location to create a narrowed pool of users who will see your advertisements. For example, if you own a clinic near Grand Rapids, MI, you can set this physical location on your account.

You will also need to set up UTM codes and conversion tracking and integrate your Google Ads account with your CRM (customer relationship management). UTM codes (urchin tracking module) is used by Google to track each specific URL or link’s activity. It helps you track which ads led to the highest conversion rate which lets you know what is working or not working in your campaign. This probably feels like a lot of steps, but the marketing specialists at Digital Limelight Media will help you set up and manage your account.

How to Use Google Ads

These are important components to remember as you set up your paid advertising campaign. Each of these helps increase traffic and generate new leads for your website.

Use a Planning Template

At DLM, we create all our graphics on a template to make sure your Google ad fits on all mobile and desktop screens in a visually appealing way. You can view how your ad will look online before it is posted and make sure it is perfect before viewers see it. 

Avoid Broad Keywords

If your keywords are too broad, Google will not be able to direct your ad to the right audience. This means fewer clicks and less traffic being generated to your site and your practice. Make sure your ads are clear and specific regarding the service being offered and do a keyword search to see what is being commonly searched by other people or included in other advertisements.

Create Relevant Ads

If the keywords you incorporate do not match the content being advertised, you will not get enough clicks to balance out the cost of the ad. For example, if you are posting an ad about a Botox special, do not include keywords regarding the other surgical or cosmetic procedures you offer.

Increase Your Quality Score

Google will tell you the quality score of your ad and rank the ad based on this score. Your quality score is based on your click-through rate (CTR), use of keywords, and quality of your landing page. A low-quality score will give you a low ranking and fewer people will see your ad.

Optimized Landing Page

The landing page that your ad takes users to once they click on it needs to be optimized for conversion. Make sure that the page answers users’ questions and is relevant to the ad they were interested in.

Google Ads Terms

These are some of the basic terminologies that will help you navigate Google Ads as you set up and manage your account:

AdRank

This is measured by your maximum bid multiplied by your quality score. It determines the placement of your ad and how high up on the page it will be located.

Bidding

Bidding is when you select a maximum amount you are willing to pay per click. A higher bid will earn you a higher AdRank. You have three bidding options:

• CPC (cost per click): the amount you pay for each click
• CPM (cost per mille): the amount you pay when 1,000 people see your ad
• CPE (cost per engagement): the amount you pay when someone takes an action with your ad

Campaign Type

Before you start your ad campaign, you need to decide which type of campaign you will be using.

• Search Ads: text ads displayed on the Google search page
• Display Ads: image-based ads displayed on web pages in the Google Display Network, a network of websites that use Google Ads
• Video Ads: 6-15 second ads displayed on YouTube
• Shopping Campaigns: displayed on Google’s search page and shopping tab
• Smart Campaigns: use Google to find the best targeting for your advertisements

Click-Through Rate (CTR)

CTR is a proportion of the number of clicks your ad receives compared to the number of views it gets. Higher CTR means you have relevant keywords that are targeting the right audience.

Conversion Rate (CVR)

CVR measures how well your landing page matches the ad content. It looks at the number of form submissions received compared to the total number of visits your landing page receives.

Let’s Help Get You Started

Paid advertising on Google Ads is a great way to promote your business. At DLM, we have an experienced team of marketing specialists with in-depth knowledge about all the components you need and the analytics to track for a successful Google Ads campaign. Give us a call at 616-222-3735 and we will be happy to answer any questions you may have.

The post The Complete Guide to Google Ads appeared first on Digital Limelight Media.

What is Paid Advertising?

Paid advertising is exactly what you would think it is: any form of advertising that you must pay for. With this form of advertising, marketers pay for ad space, with the price of that space often determined through a bidding process. There are a number of different categories of paid advertising, including pay-per-click (PPC), pay-per-impression (PPI), and display ads. In this guide, we will focus on PPC ads.

About PPC Advertising

PPC advertising allows you to pay a fee to have your website on the search engine results page (SERP) when someone searches certain phrases or keywords in a search engine like Google. The SERP displays the PPC ads to give visitors easy access to your landing page or site. The fee that you pay will be based on whether people click on your ad. PPC ads are the results that you see before the organic search results and will have the words “Ad” before them.

PPC Definitions and Terms You Should Know

For a good understanding of paid advertising, it is helpful to become familiar with a few terms. We’ve put together a list of the most-used terms in paid advertising to help you better understand the process.

Search Engine Marketing (SEM): The goal of all types of digital advertising is to rank for a target keyword, which can be achieved in several ways. Search Engine Marketing (SEM) refers to any digital marketing done on a search engine like Google. It is an umbrella term that includes both paid advertising and search engine optimization (ranking organically for keywords). It is worth noting that not all PPC occurs on search engines alone, as social media has PPC ads as well.

Cost-Per-Click (CPC): Cost-per-click is where an advertiser (you) pays a cost to a publisher for every click on your ad. The higher your bid is, the better ad placement you will have. You set your CPC at the highest price you are willing to pay per click on your ad, but the actual amount of money you pay will be determined by this formula: (Competitor’s Ad Rank/Your Quality Score) +0.01= Actual CPC.

Cost Per Mille (CPM): The CPM is the cost per one thousand impressions. It is typically used for paid social and display ads.

Campaign: Determining your ad campaign is the first step in setting up your PPC ads. A campaign can be thought of as a key message that you would like to share with your ads.

Ad Group: An ad group contains one or more ads that share similar targets or goals. Each campaign is made up of one or more ad groups. You can use these groupings to organize your ads by common themes.

Keywords: Each ad in your ad group will target a set of related keywords that will tell search engines which terms you want your ad to be displayed alongside in SERPs. Once you discover which keywords perform best, you can set a micro CPC, particularly for keywords within your ads.

Landing Page: A landing page is where users will be directed once they click on your PPC ad. These pages may be a website, your homepage, or somewhere else, but it must follow landing page best practices to maximize conversions.

The Best PPC Platforms

There are many online spaces that can be used for advertising, but the best way to determine which one is right for you is to take a look at your potential return on investment (ROI) on each platform. The most commonly used advertising platforms are popular because they are easy to use and highly trafficked. However, if you have a smaller budget, you may consider a lesser-known alternative to the most popular options. Some important things to consider when choosing a platform are the availability of keyword terms, your advertising budget, and where your target audience spends their time.

Some of the top PPC platforms include Google Ads, Bing Ads, Facebook Ads, AdRoll, and RevContent.

PPC Benefits

You probably have a better idea of what PPC ads are now. However, do you know exactly how they can be beneficial for your practice? When utilized correctly, PPC ads offer many benefits, including the following.

Cost-Effective: PPC ad campaigns allow you to have total control over how much money you want to spend. Because you only pay when visitors click on the link leading to your landing page, which also leads to conversions, you can easily get your money’s worth.

Produce Quick Results: While organic ranking is great, it can take a long time to get onto the first page on SERPs. Small businesses and startups often do not have this much time to wait for the effect of organic ranking to kick in. PPC ads can help you shoot to the top of the SERP quickly after launching your campaign.

Allows easy control and testing of PPC Ads: With PPC ads, it is easy to control the keywords you are focusing on, budget, and ad placement. You can also run tests with different ads to determine the one that obtains the highest ROI.

Enables you to Target your Ideal Customers: These ads also allow you to immediately target an audience that is ready to buy your services and products. You can bid on keywords that your target audience would search for online. PPC ads also allow you to create retargeting campaigns to focus on visitors who didn’t purchase after looking at your site or landing page.

Help you to Rank Even with Low Domain Ratings: Keywords have become more competitive over time, which can make it difficult for businesses with low domain authority to get into the top rankings on a search engine or be seen by their target audience on social media. With PPC, you can quickly rank for keywords your audience is searching for, despite your domain rankings.

PPC Management

One thing to understand about paid advertising is that you need to manage and constantly monitor it to ensure you are maintaining optimal results. Management, tracking, and analysis are very important to a PPC campaign because they provide you with the information you need to create a more effective campaign, and therefore, bring in more leads.

If you want to benefit from PPC ads but just don’t have the time to constantly monitor your campaigns, our experts at DLM can help. We offer paid advertising management services so you can reap all of the benefits of conversions without doing the dirty work.

Give Us a Call

If you are ready to gain conversions through PPC ads, give Digital Limelight Media a call today at 616-222-3735 or contact us online. We would love to talk with you regarding your advertising goals and determine the paid advertising strategy that is right for you.

The post The Ultimate Guide to Paid Advertising for Healthcare Practices appeared first on Digital Limelight Media.

Payment issues

Google paid ads only function smoothly when your finances are in order. Firstly, check that your payments went through. Be aware of your payment schedule (when you hit your payment threshold, or you reach the end of your billing period) so you can keep an eye on your accounts and make sure there’s sufficient funds there – also make sure your information is up to date. If Google can’t draw funds from your account, your ads won’t show up.

Minimum and maximum bids

Make sure to double check your daily budget for Google Ad campaigns. If your maximum cost per click (CPC) bid is higher than your campaign budget, it can cause your ads to be absent even for searches that match your keywords. On the other side, Google won’t show ads for bids that are too low. Make sure to check in with your marketing specialist or use the bid simulator in your Google Ads account to find the sweet spot for your ad campaign.

Negative bid adjustments

Negative bid adjustments will automatically decrease your bids based on parameters you set (like location, device, and time of day). Although this can be extremely helpful, if you set these to be too extreme, it can automatically knock you out of the competition. Play around with the bid simulator in your Google Ads account or consult your marketing specialist to find the right adjustments.

Negative keywords

Negative keywords keep your ads from showing up in irrelevant searches. It’s always good to have a large, robust list of negative keywords to make sure your ad ends up in front of the right users. However, negative keywords can negate your target keywords and override them, causing the ad to not show up. For example, let’s say you’re running an ad targeting “breast reduction” for women. A logical negative keyword would be “male breast reduction,” but since they so closely overlap, your negative keyword can cancel it out. A quick fix is to set “male breast reduction” to be an exact match rather than a broad match so you won’t have men searching for gynecomastia surgery ending up with your ad for breast reduction.

Low search volume

The visibility of your Google ad depends on the search volume demanding it. If you’re targeting a search term that has very little traffic, Google will mark your ad as inactive before automatically reactivating it when there’s more interest in your keyword. This means it’s important to be strategic about targeting keywords with sufficient volume with the help of your marketing specialist.

Low click-through rate

Your click-through rate is a measure of how successful your ads are at getting users to click on them. The reality is that Google rewards advertisers that create engaging and compelling ads. If your click-through rate is low, it may be time to take another look at your ad copy and keyword targets with the help of your marketing specialist.

Removal, disapproval, or paused status

Sometimes, ads can accidentally be paused or removed. Make sure to double check that your ads are enabled (as well as the campaigns that contain them). You can also check your change history to see if anything has been accidentally removed from your account. Finally, it’s possible that your ad has been disapproved by Google’s ad policies and won’t show up – in this case, you’ll need to make changes to your ad to get it back up and running.

Scheduling or targeting mistakes

You can customize your Google ads to target specific days and hours, as well as locations. Make sure to double check that your parameters aren’t too narrow and are relevant to your targets. It’s possible that the times you’ve selected are too brief or there isn’t enough traffic coming from the targeted location.  Finally, double check that your targeted location is correct and hasn’t accidentally been set to a different place.

Not enough ad focus

Even the best Google ad is only as effective as its keyword focus. Google delivers your ad to users who enter a specific query, so if your keywords are too broad, you’re likely to be outbid by higher-budget ads (which can more competitively target generic search terms). The best way to build an effective ad campaign is by selecting specific keywords that are closely related so your ad has a greater chance of encountering users – no matter which related keyword they use.

Poor content optimization

In order for Google to know that your ad is relevant to a search, it has to be optimized for that keyword. If your content isn’t keyword-focused, it’s likely that Google doesn’t see it as relevant to a user’s query. In fact, your ad should have lots of relevant keywords in order to match up with users – but don’t just plug in keywords haphazardly. Consult your marketing specialist or use the Google Ads keyword tool for the most relevant keywords that will deliver your ad to users.

Irrelevant landing page

Google actually looks at your landing page along with your ad. It determines whether your landing page is relevant to your ad and, in turn, whether your ad will deliver relevant content to users. So, if your landing page is advertising a different product or service than what you’re targeting with Google Ads, it can hurt your chances. For example, your ad is targeting tummy tuck, but your landing page is optimized for breast augmentation. This is where it can be helpful to consult your digital marketing team on how your ad can inform your landing page and vice versa.  

Let’s Get In Touch

Still got questions about Google Ads? Our team of marketing specialists and PPC experts can help you optimize your ads to boost clicks and deliver your practice to the right users. Give us a call to learn more about our digital marketing products and services or fill out our online contact form.

The post Why Isn’t My Ad Showing Up When I Google Myself? appeared first on Digital Limelight Media.

What is Paid Advertising?

Advertising is separated into 3 main categories: owned, earned, and paid. While owned and earned may have some initial cost behind them, you are not routinely paying for these marketing efforts. Thus, paid advertising is any advertising efforts you pay for. 

When it comes to digital marketing, there are organic and paid results. Organic results are rankings your site earns based on its content, authority, and search engine optimization (SEO). Paid results are rankings and leads paid for on whatever platform you are utilizing. 

What are the Different Kinds of Paid Advertising?

The most common type of paid advertising is Google Ads, formerly known as AdWords. Other terms you may have heard regarding Google Ads are, pay-per-click (PPC), cost-per-click (CPC), or paid search. These ads show up at the top of a google search results page above organic rankings, when a search query is entered, and are denoted by a boldened, Ad. 

Social ads are another large portion of online paid advertising, but we will focus on the benefits of Google Ads for doctors. 

Why Doctors Should Use Paid Advertising

There are many benefits to using paid advertising for doctors. Here are some reasons to consider Google Ads for your medical practice: 

Google Ads Put You On the First Page

If you are a new practice or establishing a domain for the first time, your site may not be showing up on the first page of a potential patient’s search results. The likelihood of patients going beyond the first page of search results is not common. Google Ads allows you to bypass the organic rankings and puts you first in line.

Google Ads are Highly Trackable and Targeted

Google is a data-driven company that provides extensive information on your ads and the audience interacting with them. Google tracks the patient journey from search query to contact form. Utilizing this form of advertising allows you to have a bird’s eye view of your patient’s decision-making process, allowing you to make educated marketing decisions. 

Additionally, PPC ads allow for hyper-specific targeting. Maybe you want to target a certain area code or women in a certain age group. A range of demographic criteria allows you to serve the ads just to the people who are ready to convert and use your services.

Google Ads are Easily Adjusted

Gone are the days of marketing strategies that require a year of planning and another year of implementation. Paid advertising allows for real-time responsive modification whenever you need it. If your priorities change or you aren’t seeing the results you desire, Google Ads are easily modifiable with no written contracts locking you into an advertising campaign that isn’t serving results. 

Google Ads Only Charge for Leads that Convert

For the duration of your campaign, your Google Ads will be shown, but you are only required to pay when someone uses, or ‘clicks through’ your ad and goes to your website. This concept is embedded in the name, “pay-per-click,” because you are only paying when someone interacts with your ad. This is doubly beneficial because your name is still getting recognition even if your ad is not clicked on. 

Google Ads Should Be Part of a Comprehensive Marketing Plan

Google Ads should be viewed as a way to supplement organic results. It’s important to have an in-depth SEO plan to support your website and drive results. But there are times when paid ads can help you reach specific goals and encourage targeted results.

Ready to Try Paid Advertising for your Medical Practice?

If you’re ready to take the leap into PPC ads, Digital Limelight Media (DLM) can help. DLM has experience running and optimizing paid advertising for medical clients that see results. We see paid advertising as part of a comprehensive search engine optimization plan. If you’re interested in seeing how paid advertising can aid you in attaining the results you desire, schedule a time to chat with us now.

The post The Benefits of Using Paid Advertising for Doctors appeared first on Digital Limelight Media.

When it comes to Google Ads, agencies like Digital Limelight Media use an account known as a manager account (formerly known as a My Client Center account). This allows advertisers to always remain in complete control of their account, while granting access to agencies to allow them to work on their digital advertising without having to share passwords. 

This blog helps guide you through the process of linking your Google Ads account to a manager account so we can begin working on your Google Ads campaigns. 

Find Your Customer ID

To link to your Ads Account the Manager Account will need your 10-digit Customer ID number.

1. Sign in to your account at ads.google.com
2. Find your 10-digit customer ID number in the top right corner of your screen.
3. Send this customer ID number to your marketing specialist

Granting Access to Your Ads Account

After we receive your customer ID number, we will send an invitation to receive manager access to your account. 

1. Sign in to your account at ads.google.com
2. In the upper right corner, click the tools icon
3. Under ‘Setup’, click Access and Security
4. Click on the right tab titled Managers
5. Select Accept Request

Once that is complete, we will be able to begin working on your Google Ads campaigns. If you have any questions or issues please don’t hesitate to reach out to your marketing specialist.

If you are curious about how your Google Ads are doing, feel free to reach out to us at Digital Limelight Media to receive a free account audit. We’ll help highlight any potential opportunities to help you make the most of your advertising dollars. 

The post How to Accept a Google Ads Invitation from a Manager Account appeared first on Digital Limelight Media.

Paid advertising is a type of advertising that you have to pay for, instead of owned or earned advertising. With paid advertising, marketers pay the owner of ad space in exchange for use of that space. There are several different kinds of paid advertising, including Google Ads, Facebook Ads, YouTube ads, and more. Read on to learn more about these ads and how they can benefit your business. 

What are Google Ads?

Google Ads is the Google search advertising platform that allows businesses to present short advertisements, videos, product listings, or service offerings to potential customers. These ads generally appear above the organic Google search results in order to best grab potential customers’ attention. Google Ads can appear in many different forms, including search engine ads, display ads on non-search sites, Google maps ads, YouTube ads, and on certain mobile apps.

Before starting a Google Ads campaign, it is important to first understand how the pricing works. There are many factors that affect the cost of Google Ads campaigns. Because of this, there is no exact answer to how much a Google Ad costs. You will need to do the research in your market to see what the general rate is per click. Google Ads allows business owners to manage their Google pay-per-click (PPC) ads and set a daily budget to ensure that their ad costs are affordable. Google Ads can be very profitable, with a return on investment (ROI) of about $8 for each $1 spent.

One key benefit of Google Ads is that they are pay-per-click, meaning that advertisers do not pay the cost of Google Ads when the Google PPC ad is displayed, they are only charged a fee when someone clicks the ad. However, with any type of advertising, there are also some cons involved, including that people tend to trust organic search results more than ads.

What are Facebook Ads?

Facebook Ads are ads that run solely through Facebook’s advertising platform. They come in multiple forms, including an image, video, slideshow, and more. These ads can appear in Facebook’s feed, Facebook Messenger, Instagram, and sometimes on non-Facebook apps and websites.  They let you target a specific audience, and you can specify how much money you would like to spend and personalize the goals that you would like to set for your ad.

There are many benefits of using Facebook Ads, including the ability to target your exact audience, create ads tailored to your specific objective, and easily find new leads. However, Facebook ads also have some cons such as having a diminished organic reach since no one on Facebook will see your ad content unless you are paying for Facebook ads.

What are YouTube Ads?

YouTube advertising is performed through Google Ads and is a way to advertise your video content on YouTube and maximize your user reach. These ads differ from pay-per-click ads or paid social media campaigns.

In order to create Youtube Ads, you must first start a free YouTube channel. Next, you can create ads that make your business stand out from the competition. Once a video ad is created, you can set up a campaign by targeting the people you want to reach and how much money you want to spend. When your campaign is up and running, you can check how it’s performing with YouTube’s free measurement tools.

As for the cost of Youtube ads, it is based on views. Each view can cost between $0.10 and $0.30, depending on your industry and target keywords. You can spend as little or as much as you want. If you set a daily budget, Google will only charge you up until that amount, making YouTube ads a safe investment. YouTube ads offer the benefit of keywords being generally less expensive to target than in traditional Google searches. We have also found that video ads perform higher than static picture ads.

Other Paid Ads

Retargeting ads allow your business to show ads to users who have visited your website and did not fill out a contact form or purchase an item. They are a great way to remind potential customers of your services or products. This is meant to be a long-term marketing strategy for established businesses and is a fantastic way to put a spotlight on your top-selling services or products, introduce a new product collection, or build brand awareness. The cons of this form of advertising, however, is that some people may feel uncomfortable seeing your company’s ads all of the time and may feel you are “following” them across the web.

Contact Us Today!

So, what is the best form of paid advertising? The answer to that is it really depends on your business and your individual goals. However, Google Ads are generally viewed as the gold standard of paid advertising.

If you are interested in paid advertising to improve your reach and bring in new leads, DLM can help! We usually recommend Google ads, video ads on YouTube, and retargeting ads. However, we will tailor our recommendations based on your individual business and goals. For more information on how we can help your practice, contact us today!

The post What Is the Best Form of Paid Advertising? appeared first on Digital Limelight Media.

What are Google Ads?

Google has expanded its advertising tools in recent years, so there are actually many to choose from, including YouTube advertising. The main two most people are familiar with are search and display ads. Display ads are the banners, images, and sometimes video boxes you see on web pages that may be selling you everything from clothes to appliances to professional services.

Search ads, on the other hand, are essentially ways of leap-frogging search results for any given keyword. If you’re a medical practice that offers liposuction, for example, and your page doesn’t rank at the top spot, you can pay to advertise above the top spot, or in other key locations on a search result.

Search gets complicated really fast, with many different types of advertising possible, and different budgets getting you different results.

Types of PPC Campaigns

Search advertising is also called pay-per-click (PPC) advertising because in theory, you only pay when people click on your link (and they will). You set a daily budget for how much you’re willing to pay for clicks, and if you hit that budget, your ad won’t show up until the next cycle.

The complicating factor is that you’re often competing with many other people who want their page to be shown in ads, and there are limited spots for each search result page. Within your daily budget, you also set a maximum “bid” for each time your ad may be displayed for a targeted keyword. If you outbid the competition, your ad is displayed.

Now, not everyone likes getting this far into the weeds, so Google has rolled out automated campaigns called Performance Max campaigns to make the process simpler. In these, Google chooses your bid amounts, which keywords deserve the highest bid, and which one of your several ads’ content is displayed. This makes this simpler but has a pretty major drawback: you aren’t in control of your decisions, Google is. And you can bet that if you set a daily budget for one of these campaigns, Google will find a way to meet it.

Who Should Use Google Ads?

Google ads are great for anyone who wants to increase awareness of a practice, treatment, or new technology you may have acquired. There are versatile tools to drive traffic to your website, but aren’t necessarily the best way to drive highly qualified leads with a high chance of actually contacting and following through with a purchase.

We generally recommend two different strategies when it comes to Google Ads in general and PPC in specific.

New Websites or Ventures

Google advertising is a great way to drive a spike in traffic to your website if you have a new treatment you want to promote, a new products you want to show off, or if this is a brand new website. In these cases, Google Ads is definitely relevant and can help increase new lead generation.

However, for the most efficient use of your money, it helps to have professionals to set up your campaigns to be as hyper-specific as possible to the searchers who are best qualified for that new service or website. The PPC team at DLM has been in paid advertising for years and knows not only how to manage an effective campaign, boosting your marketing ROI, but also how to monitor and adjust results based on the data that’s coming back to us from ad campaigns.

Established Medical Practices

If there’s not necessarily anything new or shiny you want to promote, PPC can still be relevant, but isn’t required. Google Ads can be localized to your area, so you don’t spend money increasing awareness of your practice in places where it doesn’t matter. It can help drive traffic to pages that aren’t getting seen, and in doing so may help that page perform better without paying for clicks.

What’s important to remember is that when you are running PPC campaigns that you track a lead all the way through the pipeline to their purchase. That way, you can track exactly what keyword, ad copy, and circumstance led to a purchase in a specific amount.

Google Advertising Run For You

With DLM Insight, we have the ability to track leads from their first search to their electronic medical records to help medical practices know exactly where their marketing dollars are going and how it’s helping them increase revenue. To learn more about our Google Ads services, don’t hesitate to contact us today.

The post Are Google Ads Right For Me? appeared first on Digital Limelight Media.

Make it Visual

Visual content seems to get more views than posts without pictures. This makes sense, since most of the information communicated to our brain is visual. The Facebook algorithm also seems to favor visual content as well.

Make it Significant

A major step to success is making sure that your FB advertisements are relevant. When you are spending money on an ad, you want to make sure that it is pursuing your target audience. If you are designing ads that are not relevant to your target audience, not only are you wasting time, but money as well.

Make it Enticing

Be sure to include a value proposition into your ad. That is, tell the reader why they should click on your ad. What makes your product different or better from the others? Make sure that your value proposition is believable, and something that your audience will be enticed by.

Include a Call-To-Action

A clear call-to-action is a must in your FB ad. Without a call-to-action, your audience will not know what to do next. Inducing a sense of urgency in your viewer can get them to “click now.” Using phrases like “offer ends soon,” and “limited time offer” are great ways to direct people on what steps to take next.

The post How to Create Successful Facebook Ads appeared first on Digital Limelight Media.

Choose your Audience

Advertising on Facebook is a great opportunity to target specific groups. Using Facebook advertising targeting, you can discover the right customers on many devices, including mobile, tablets, and desktops. You can also get the most value out of your ad by attaining only your target audience.

Location Targeting

With this tool you can target customers by country, state, province, city and zip code. This information is collected by what users post on their timeline and is authorized by their IP address. You can even dig deeper by choosing cities of interest within a selected mile radius. For example, you can search for users 50 miles around Detroit. You also have the choice of excluding certain locations as well.

Demographics

Using this tool, you can refine your Facebook targeting ads audience based on information Facebook users have shared to the public. For example, their age, relationship status, gender, education and job.

Interest Targeting

You can also determine your ideal audience by their interests and hobbies they have shared on Facebook. Facebook detects this information by things they have posted on their timeline, apps they have used, ads they have clicked on, and keywords related with pages they like.

Behaviors

Lastly, Facebook ad targeting allows you to define your audience by users’ behaviors. Behaviors are activities like purchase activities, travel preferences, and more. Facebook can keep track of behaviors by users’ Facebook activity and offline actions provided by data from Facebook’s third-party partners.

The post The 411 on How to Target Facebook Ads appeared first on Digital Limelight Media.

When meeting with new clients to discuss their advertising options, one of their biggest concerns is how to reach their target market. Facebook is a highly effective tool that should be used by all plastic surgeons to meet their customer base.  The key is how to select their targeting on Facebook.

In this post you will learn how to target Facebook ads to your ideal customers.  Enhance your business with Facebook targeted advertising to reach the customers that matter most by choosing and targeting the right audience.

Choosing the right Facebook audience:

With Facebook you have the ability to target a very specific group of engaged users. This allows your advertising efforts to be seen by people who are interested in your product or service. In a 2013 Nielsen report, Nielsen found that the average online reach was a narrow 38%, while Facebook was found to have an astounding 89% accurate online reach. 

Using Facebook, multiple targeting choices will help:

• Find the right clients across all devices
• Deliver applicable messages to specific people
• Reaching only the people that matter to you, resulting in the most value of your ad spend

Targeting your audience on Facebook:

When picking a target market for Facebook you want to think about your ideal customer. There are many questions you need to ask to determine your perfect customer. The most important of these is location and demographics. Facebook lets you target your audience by zip code.  For example, if you want to target customers within a 25 mile radius of your practice just type in the zip code of your practice.

One of the main advantages of Facebook ad targeting is using the content people share about their lives to target ads towards quality customers. For example, if your practice’s ideal customer is women ages 22-35, you can select this age range. Facebook lets you go as far as selecting women in this age group who watch the popular plastic surgery show “Botched”. This allows you to target people who have already shown an interest in plastic surgery, making them more likely candidates to have cosmetic surgery performed. To get the most our of your Facebook ad your ad should direct the traffic to your responsive website with a unique tracking number so you can determine the effectiveness of this campaign.

A word of warning, over-specifying results in a smaller target market, will lead to fewer clicks. While a specific target market leads to a higher conversion rate, the small audience group leads to a small potential patient group. Finding the perfect balance of specificity and scope will result in the most clicks.

Share your stories below with how your practice has used targeted Facebook ads for your marketing.

If you have any questions about how DLM can help your practice reach more patients on Facebook, drop us a line. We would love to show you a few examples of our clients campaigns.

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