FB Ads not working for my audience...

9 replies
  • PPC/SEM
  • |
Hi,

I tried Facebook Ads to generate leads for a free report for dentist on how to get more patients.

Targetting setting: people who are interested in dentistry AND own a small business.

Thats arround 300.000 People.

I don`t want to run a Facebook Page so I set the ad to be on the right column and drive them straight to my optin page.

I tried different appeals with different pictures from the Facebook Adcenter library.

Results:

640 clicks
total cost: 760$
leads: 5
cost per lead: 52$-150$

my best ad had a ctr of 0.71% and relevancy of 8 but then got banned because the picture was against their guidelines. Remember: the pic is from their own pic library!

In total its a complete failure and Im not sure why:

1. Dentists don`t trust Facebooks ads
2. Wrong appeal on optinpage
3. Drive straight to optinpage doesn`t work

what do you think?

regards

Sabrina
#ads #audience #working
  • Profile picture of the author TMets5
    Hi Sabrina:
    FB ads can be tricky and sometimes challenging with the targeting. You can test your audiences and interests for just $5/day and this will let you hone in on ads that may be performing better.

    I would run ads from a fan page as FB wants to keep visitors in FB as much as possible and if you are targeting dentists you may be able to create a pg. in that niche in just a few minutes. It may help your CTR. As you know if your CTR improves your ad costs will lower in time. It may take several days for your ad to run and adjust to the audience so instead of spending $100/day to begin with you may consider a $5-$10/day ad spend then let your ads run 4-5 days and you will get more consistent data to consider.

    If you are interested I did a general FB ads video that may be of assistance. If you would like you can check it out here:
    https://www.youtube.com/edit?o=U&video_id=SzJODY7i98w

    Good luck
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  • Profile picture of the author Be:mamba
    Hello Sabrina,

    You should most definitely start a Facebook page and give them some value for entering your page. Share marketing tips/ideas/posts for the dentist niche.

    Find free and interesting images on Pixabay, and edit those with Canva. Make the text on the image pop out. There are tutorials on this as well, Canva tutorials.

    "Get more patients using social media. Sign up for a free report"

    Make sure to test the image with Facebook Text Overlay Tool before starting you Ad campaign.
    https://www.facebook.com/ads/tools/text_overlay

    Please don't use the right column for your Ads, only focus on the feed, they should be cheaper. As TMets5 mentioned, consider a $5-$10/day ad spend then let your ads run 4-5 days and you will get more consistent data to consider.

    Sincerely,
    Be:mamba
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    • Profile picture of the author voltaireross
      Originally Posted by Be:mamba View Post

      Hello Sabrina,

      You should most definitely start a Facebook page and give them some value for entering your page. Share marketing tips/ideas/posts for the dentist niche.

      Find free and interesting images on Pixabay, and edit those with Canva. Make the text on the image pop out. There are tutorials on this as well, Canva tutorials.

      "Get more patients using social media. Sign up for a free report"

      Make sure to test the image with Facebook Text Overlay Tool before starting you Ad campaign.
      https://www.facebook.com/ads/tools/text_overlay

      Please don't use the right column for your Ads, only focus on the feed, they should be cheaper. As TMets5 mentioned, consider a $5-$10/day ad spend then let your ads run 4-5 days and you will get more consistent data to consider.

      Sincerely,
      Be:mamba
      I agree with Be:mamba, event if a Facebook page is not required for you to create an ad, I think, creating a Facebook page is a good start. Hone your target audience first through your Facebook page.
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  • Profile picture of the author smartsites
    You need a Facebook page to run ads but it doesn't even need content to run an ad. I would recommend $5/day test just as others have said. You need to test test test. Start with a Clicks To Website ad since your goal is leads. You want to spend some time researching the best interests then break them down by types and run separate adsets to each type. For example:

    Dentist Associations:

    Academy of General Dentistry
    American Academy of Cosmetic Dentistry
    American Association of Orthodontists
    American Dental Association
    Dental Economics
    Journal of the American Dental Association
    National Dental Association

    Dentist Distrubutors (Companies that sell products to dentists)
    Brands of products dentists use
    Dental Schools
    Then do an adset with job titles

    There are so many interests for dentists you can test.
    Signature

    I build Facebook Messenger Chatbots and Provide Training. Feel free to check out my demo bot https://m.me/botsguy

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    • Profile picture of the author sabrina81
      5$ a day?

      How many clicks do you expect to get from that?

      Sabrina
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      • Profile picture of the author JayKay Dowdall
        Hey Sabrina,

        If you run a campaign with the right kind of targeting you can get 6-10 clicks per day with a $5 budget
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  • You said you had a relevancy of 8. That's good. Of course, room to improve but that's an ad that did it's job.

    You asked how many clicks for $5 a day. Well, do the math. You paid over $1 per click on average (your best ad surely was lower than average). So just a few clicks per day. A lower budget will only take longer to find out where problems lie so that would not be my recommendation, especially since you don't seem to have a problem spending more. Your problem is more in the execution.

    You said the ad got banned. Are you assuming it was the picture? Probably wasn't. Could be the text you used but maybe it was the type of landing page. Check their policies.

    A low conversion rate is likely because of your page. You say it's an opt-in page. I'm guessing a typical squeeze page (against policies which is probably the cause of the banned ad) and which doesn't convert well.

    Read the policies. Fix the ads to comply with them. Fix your landing page to comply. Run another test. Continue optimizing ads and page.
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  • Profile picture of the author CMPimagegroup
    I'm no expert at FB ads but work the problem. The offer, Lead Magnet, Landing Page and Ad Copy, Targeting, FB Ads split test. But don't forget you also must be building a brand, so why no FB page?

    First off Linkedin may be a better platform for this demo, but that just me.
    The way I see it, if your offer "the lead magnet" is targeted to the right people then you can get leads. So what is your offer. Look at it and ask yourself if you are a Dentists do you go 'I GOT TO HAVE THIS "Free" OFFER' are you willing to give up your email for this. If your targeting is good start with the offer and work your way back.

    The offer, Lead Magnet, Landing Page and Ad Copy, Targeting, FB Ads split test.
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  • Profile picture of the author dburk
    Hi Sabrina,

    Please don't look at this as a failure, it's just round one of a test. Well, not really a good test, because based on the little bit of data you shared there was no mention of A/B split testing value propositions, no mention of A/B split testing of landing pages or other conversion optimizations.

    Also, I saw no mention of market segmentation. Did you do a deep dive into your marketing analytics to discover which segments produced results and which did not? Did you setup market segments in your campaign structure? Did you have marketing analytics implemented on your landing page? If so, what insights did that tiny amount of data provide?

    While I understand the desire to not use a Facebook page, and on the surface it does make more sense to drive respondents to your own landing page, you should consider that Facebook will heavily penalize you for this approach. Facebook is all about making Facebook bigger and better. FB sees your landing page as their competitor, and in a way it is.

    Facebook is heavily invested in the "walled garden" concept. Their primary goal is to keep all FB traffic on Facebook, any attempt to drive traffic away from Facebook will be heavily penalized to discourage that behavior. You need to weigh the cost of paying the "wall garden penalty" against an alternative strategy of keeping your traffic on Facebook to help Facebook grow and get bigger.

    Marketing on FB requires a clever strategy, one that takes into consideration Facebook's self-serving interest to keep all of their traffic and yet still monetizes your traffic via a stealthy promotion that doesn't trip any of Facebook's walled garden penalties. The easiest way to achieve that is via a Facebook page. the tricky part is getting your followers to find your landing page without FB being tipped off that you are leaking traffic away from FB. This approach requires social skills, the social approach fits social media better, generally speaking.

    HTH,

    Don Burk
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