One of the best ways to improve Facebook ad results is to improve your targeting. For those who are new to Facebook advertising, targeting is the term used to describe the audiences you want your ads shown to on Facebook. For example, here are three ad targeting audiences every dental office needs.
Today we’re going to talk about a new targeting audience. This is a newer feature on Facebook that can help you improve results on your ads and boosted Facebook posts. Even better, it’s super easy to use it. I’m talking about using Facebook’s new “run promotion to Messenger” feature to send ads to people who have active Facebook Messenger conversations with your practice.
Why Using Facebook Messenger Can Improve Facebook Ad Results
Target audiences work so well because they help you ensure your ads are shown only to the most relevant people. For example, to attract new patients, you’ll get better results on your ads by excluding current patients. After all, you don’t need to direct new patient promotions to current patients. You could even upset current patients if they see a deal only offered to new patients, even if they received a similar deal when they became a patient.
If you wanted to promote Invisalign services, you could target people who visited your Invisalign page on your website. This works well because you know people who would see your ad are already familiar with you and interested in Invisalign.
Facebook’s new “run promotion to Messenger” feature allows you to further improve advertising results by targeting people who have ongoing conversations with your practice using the Facebook Messenger app. This allows you to re-engage people who have existing conversations with your practice on Facebook by offering them something of value. For example, you could target them with a fun contest or special promotion. You could also offer them an opportunity to be seen right away if you have a last-minute cancellation.
These people have already taken steps to reach out directly to your practice. They’ve had conversations with you or your team. They’re familiar with your practice. This makes them a much warmer audience.
How to use Facebook’s Run Promotion to Messenger Feature
Facebook’s “run promotion to Messenger” feature appears when you start an ad or boost a post on your page. When you go to boost a post on your page and set your audience, a checkbox will appear to select “run promotion to Messenger.” Simply select that checkbox, and your promotion will be added as a message to existing Facebook Messenger conversations. Easy!
For example, in May, my practice ran a two-week Father’s Day promotion. Our promotion promised to pick two people at random to receive a gift card or a “griller kit.” To enter the gift card giveaway, people needed to comment on the post with a picture of their father smiling along with how he helped build them into who they were today. To enter the griller kit giveaway, they needed to comment on the post with a picture of their father smiling along with how he warms their heart. Facebook Messenger allowed people to reply to us directly. We could then respond to them with the link to the post so they could add their entry to the competition. That brief exchange is a great opportunity to continue an earlier conversation with people or just act as an additional touchpoint as you build a relationship with them.
We targeted our post to several audiences, including our patient list, website visitors, and several lookalike audiences.
We also selected the “run promotion to Messenger” feature to add the post to messenger conversations. Facebook then took the post’s image and text and sent it as a new message to our active conversations. We plan to use this feature for a number of promotions and even to fill last-minute cancellations.
Getting Started with Facebook Messenger Ads
Facebook’s “run promotion to Messenger” feature is a great way to get started with Facebook Messenger ads for your practice. It’s as simple as checking a box as you boost your post or create your ad.
If you’re interested in connecting with me and other dentists, join my free Dental Marketing and Profits Facebook group. Thousands of dentists and I help each other build better practices in there. Join us and share how you’re using Facebook or Facebook Messenger in your practice. If you haven’t started yet, let us know. It’s a great place to get advice and direction as you get started.
If you want even more help using Facebook to grow your dental practice, including step-by-step instruction from me, done for you Facebook Ads and Images, you'll want to join the Facebook Bootcamp. If you want access to experts and training to grow your dental business, check out the team of expert coaches, training, and resources we offer in our signature Delivering WOW Platinum Mastermind Program.