Quick question. Who knows more about you: Facebook or your mom?
Seriously, though.
Who do you tell more about what you’re currently liking? Which restaurants you went to last month? What pages you’re visiting on Facebook? Some of the websites you recently visited?
Facebook knows. Mom might not.
The reality is that Facebook knows more about its users than any other platform. Facebook advertising allows you to target your ads based on:
- Demographics (age, gender)
- Location (people who live in or who were recently in a location)
- Behaviors (purchase history, job role, media usage, and more)
- Interests (basically anything, based on the user’s activity and on pages they like)
- Custom audiences (people on your email list, people who visit your website)
It’s time you took advantage of Facebook’s knowledge and put it to work in your chiropractic marketing.
How Chiropractors Can Use Facebook Targeting
The power in Facebook targeting for chiropractors is the ability to attract the exact type of patient you’re looking for.
Think about it: Do you have a favorite type of patient?
Do you have a type of patient that is more profitable than others?
Using careful Facebook targeting, you can reach that person and attract more like them.
Example: How to Target Runners On Facebook
Are you a chiropractor who focuses on sports and relieving repeated use injuries?
I’d suggest you create an ad to target runners.
Here’s how:
First, you’ll always, always want to target location based on those who live near your practice.
For age and gender targeting, consider your target patient and who is most likely a serious runner.
Now, the key. Under Detailed Targeting, you can find Behaviors and Interests related to Running.
First, click Browse. Then select Interests > Fitness and wellness > Running. This targets people who have expressed interest in or like pages related to Running.
Second, you can add in people who are likely to buy running-related products using Behavior targeting. Select Purchase behavior > Sports and outdoors > Running
Purchase data is provided by data companies like Axiom, Datalogix, and Epsilon. This data was originally called Partner Categories.
Bonus: Get creative! How about targeting people who like “Runners World” magazine?
The result:
We’ve created a highly-targeted audience of 50,000 people within 10 miles of the practice who are likely runners.
Getting Advanced
Note that in an ideal world, we’d split these targets into separate ads. This would allow us to test the effectiveness of each specific target.
If the Running interest was performing significantly better than the Runners World interest, we could turn off the lower performing ad and allocate more budget to the better one.
However, this requires having a larger budget and is not feasible for most chiropractic practices.
For all but our most advanced clients with the highest budgets, we create one Ad Set that includes all similar targeting.
Benefits of Facebook ad targeting
Why go through all of this to target an audience?
Why not just target anyone near your practice?
Here’s why:
- Save ads budget: Targeting only those who are likely to become your patients will save you money (try doing that with a billboard!)
- Attract the patients you want: Rather than just anybody!
- Get more return: You can craft a compelling ad that grabs attention and speaks specifically to this group of people. They’ll be less likely to scroll by.
Give it a try!
What type of patients are you looking for? I guarantee there is a way to reach them with your message using Facebook’s very advanced, specific targeting.
