If you want to raise awareness of your practice with a certain type of person on Facebook, you can do it.
As Facebook advertising has grown, so have the targeting options.
You are no longer limited to just age, gender, and location for your audience. Facebook has done some serious homework and has started integrating interests, demographics, purchase behavior, and more for their users.
If you’re a Facebook user, it’s a little creepy.
If you’re a Facebook advertiser (I hope you are!), it’s awesome.
Why? Because it’s even easier for us as advertisers to reach exactly the kinds of people we’re looking for.
If you haven’t spent days, nights, and weekends (guilty…) exploring Facebook’s targeting tools, you may not know all the options.
So here are 15 groups that you may not know you can use in targeting your chiropractic Facebook ads.
15 Surprising Facebook Ads Targets for Chiropractors (and how to use them!)
1. Stay-At-Home Moms
How to use it: Having trouble filling your daytime appointments? You may want to consider running an ad to stay-at-home moms, who have more flexibility.
2. Parents of children of certain ages
Facebook has segmented parents by the ages of their children.
How to use it: If you’ve found that you enjoy working with children of certain ages, target their parents.
3. People with a college degree
You can target by any level of completed education. Hey smarty pants, you could run an ad just for doctorate-level grads if you want (though in most places, it’s probably not a big enough audience to target).
How to use it: Target college-educated people with more technical information on the benefits of chiropractic care.
4. People who make $125,000-$150,000 per year
Facebook has segmented users by income level. This one is particularly creepy to me, but we may as well use it to our advantage.
How to use it: If you want to bring in more high-income earners with a luxury experience, select a few of these income levels for your targeting.
5. People who have new jobs
How to use it: Specify headaches and stress relief in your messaging. If you offer massage, this would be a good target group for a massage ad.
6. Working women
How to use it: Advertise evening appointments and quick appointments for women whose time may be very limited
7. People who are newly engaged
Of course Facebook knows exactly when its users get engaged. Most people can’t wait to post it!
How to use it: Newly engaged couples are just waiting for information on your wedding-prep health and fitness programs
8. Military service members
There are several ways in Facebook to target military service members. Use this Demographics category, as well as Employers and Job Titles.
How to use it: Offer a military service discount in your ad or share your support.
9. Small business owners
There are several ways to target small business owners on Facebook. Mastercard has even provided data about customers whose purchases indicate they may be a small business owner.
How to use it: How about offering a Chamber of Commerce special? If you don’t want to offer a special, tailor your ad copy to mention the demands of small business.
10. Corporate executives
Corporate execs often don’t have the time or energy for health and fitness activities. Make a big difference by offering them chiropractic care.
How to use it: Advertise late afternoon appointments and headaches and stress relief.
11. People who purchase Health & Wellness products
You know that people who are purchasing health and wellness products are interested in improving their health. Make the easy transition to suggesting that they add chiropractic care.
How to use it: Explain in your ad copy how chiropractic helps people reach their health goals
12. People who purchase Pain Relief products
This is an obvious target group. If people have pain, show them how you can help.
How to use it: Write an ad about the benefits of natural pain relief
13. People who purchase winter sports gear
Want to target skiiers, snowboarders, and other winter sports enthusiasts? There are several ways to do it, including using this purchase behavior category.
How to use it: Create a carousel ad with skiing and winter sports imagery to attract those who are active and need relief in the winter
How to use it: Explain the perils of extended sitting. Build your authority by sharing stretches and exercises for those who drive often.
15. Soccer moms
Let’s wrap this up with the category that makes me laugh every time. Facebook has chosen to call family-focused moms “Soccer moms” (whether or not their kids play soccer).
How to use it: Want to bring in more families for care? Soccer moms might be a good category to target 😉
Several of my favorite target groups aren’t listed above. I wrote an in-depth article about how I target Crossfitters with Facebook ads, as well as a free guide that goes expert-level on targeting for Runners, Crossfitters, and College Students.
So how do I know which Facebook target to choose?
Which target to choose for your ads depends on your goals, your ideal patients, and the size of those targeting groups in your area.
First, consider which type of patient you’d like to attract. I encourage you to test different groups with ads targeted at them for 3-4 days.
Then analyze the results. Are you getting good response in likes and comments? Adequate click-throughs to your website or landing page? If so, you’ve created an ad that resonates with that target group.
Also make sure to analyze frequency to ensure it is not above 2.5. If your frequency is above 2.5 in just a few days, your target group is probably too small.
Want To Go Expert-Level with Your Facebook Ads Targeting?
Check out our most detailed guide: Target 3 Profitable Patient Groups in 3 Minutes, shown below.
In this guide, I’ll show you:
- Every step of targeting a particular patient group
- What I choose for age, gender, and location (don’t just use the demographics shown above!)
- The potential audience size you should try to hit