Facebook is a social media platform that derives most of its revenues from advertisements. Even though they make a lot of money from marketers running ads on their platform, Facebook is pretty strict with the kind of ads they allow on their platform. Even more so with chiropractic or related services.
Because the industry deals with the health and overall well being of people, the scrutiny tends to be more intense and ad requirements more stringent.
If you’re a chiropractor, you might think that Facebook advertising is straightforward. However, there’s so much more to it, especially in your field of practice. So here are three Do’s and Don’ts that you should remember when placing chiropractic Facebook ads.
Do #1: Being Clear and Concise
Ads are not meant to give viewers an in-depth understanding of your chiropractic clinic. Instead, you must only capture and let them visit your main website or page. Remember that an ad can serve as a gateway for consumers to know your products.
If they click it, the ad must redirect them to your website, where you’ll have plenty of avenues to talk about your practice. But for Facebook ads, fewer words are better. Always be clear and concise without sacrificing the message.
Do #2: Using Effective Call-to-Action
A call-to-action (CTA) can be a statement or your typical “Learn More” button. Regardless of what you use, every CTA available out there has its function and purpose. For example, posting an image of your product and using the Learn More CTA is definitely boring. Instead, you can use a ten-second video that makes the consumers curious. Then, adding the Learn More CTA seems to be more appropriate.
Keep in mind that CTAs need to be personalized. It must reflect your brand identity. So, there’s no need to copy somebody else’s work. Focus on your own.
Do #3: Using Videos and Less Text
For ads, a one-liner is enough. Remember, this is just an ad. It’s not an article. People don’t want to see blocks of text. Instead, videos seem to be more appealing. Even if it’s just a short clip, it can help convert new leads to new customers. So, make it a priority to minimize text and focus more on the visuals.
Don’t #1: Using Words Implying a Condition or Status
If an ad says “do you have back pains?”, will you click it? Perhaps, you would. However, Facebook will reject ads with these kinds of wordings. Facebook Ad policies state that these headliners imply negative conditions or status. Instead, they recommend that you make statements.
WRONG: Are depression and anxiety affecting your daily life?
CORRECT: Depression and anxiety counseling for you.
WRONG: Lower your blood pressure with our new dietary supplement.
CORRECT: Our new dietary supplement aids in lowering blood pressure.
Don’t #2: Making False Promises
You’re a medical professional, and you should know very well that making false promises to patients is against your profession. The same applies to Facebook ads. In creating your ads, stay away from words like “will,” “has,” or “does” because Facebook will automatically disallow your ads. Including the word “may” can offset the false promise, but Facebook is still strict about this.
WRONG: Chiropractic adjustments will ease your back pains.
WRONG: Chiropractic adjustments may help with poor posture.
CORRECT: Chiropractic adjustments realign your bones for enhanced mobility.
WRONG: Subscribe to our fitness program and lose 3kg in two weeks.
CORRECT: Subscribe to our fitness program and reach your goal weight.
Don’t #3: Choosing Images Depicting Painful Areas
In TV commercials, you often see depictions of painful areas with a red highlight. While the red highlights emphasize problem areas, Facebook doesn’t allow such images in ads. Perhaps, the reason behind this rule is that these images can create agitation in some people. So it’s best to use images that can deliver your message right away.
Run Professional Chiropractic Facebook Ads With Tulumi Today!
At Tulumi, we understand the ins and outs of marketing services. We can help you streamline your audience targeting, develop eye-catching ads, and promote your chiropractic practice’s unique value propositions for tangible results. Call us now at (800) 481-1720 or fill out our online form to get started with a FREE strategic consultation.