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The Delivering WOW Dental Podcast

This Podcast is for you, the Dentist, Entrepreneur, or Small Business Owner. Voted one of the "Top 25 Women in Dentistry" by Dental Products Report, Dr. Anissa Holmes has effectively mastered the skill of the use of Social Media, with a Facebook following of over 48,000 fans. Dr. Holmes has discovered that the most effective way to get massive results is to first have a vision and to focus on what matters most. Dr. Holmes teaches you actionable steps to develop your dental practice's culture, systems, and brand. Dr. Holmes is going to reveal what works in Social Media, how to build an amazing dental team, and well as strategies to increase your productivity and profitability. Dr. Holmes has figured out what works to create a dental practice full of "Raving Fans". Dr. Holmes interviews Dental Experts and Non-Dental Entrepreneurs such as Mike Michalowicz, John Lee Dumas and Dr. Mark Costes to bring you BIG, powerful strategies to help you scale up your business so that you can achieve more while working less.
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Feb 19, 2019

What's up everyone? It is Anissa Holmes and today I want to take you behind the scenes of my Facebook ad that did not work. Now, many times when I am inside of Facebook groups or perhaps sometimes when I'm out at conferences, people come up to me and they're like, "I know that you work with dentists to be able to help them understand social media and the strategy behind it and how they can get a lot of patients using social media without spending a lot of money. However, the issue that I've had is that I've tried Facebook, it didn't work. I ran some ads. I posted. Nothing happened." So, people say, "What can you recommend for me to get better results?" Right? Which is normal. Which is typical. Which is a great question.

I actually wanted to talk to you about what we do inside of my practice when we run Facebook ads as well as what we teach inside of our Facebook boot camp. I think this will help you a lot and shed some light into the real truth behind running Facebook ads and creating campaigns. Again, we have just started to test, I think it's been four or five days now, a campaign for dental implants. What we did was we actually chose three different images and the three different images that we chose, I think maybe one was a man, one was a lady, one was a couple. We also had different versions of the copy. The copy are the words that go with the ad. We had a short copy version and we had a long copy version. Copy is again the words. The short copy means like one or two sentences and then a call to action to apply for a cosmetic consultation versus one that's more of a story form that's longer.

Again, just the short copy, kind of what it looks like is here's how our patient's are getting rid of their dentures forever. This week we're offering seven free consultations to those who qualify. Click here to see if you qualify. Or click here to apply. That's a short copy. What happened is again, we ran three different images, three different versions and after we did that we used a quick button inside of Facebook, it literally takes less than a minute and we created what we call a duplicate. We just made a copy of those and then we just went in and edited the text. We put the long copy. Now, what happened in terms of the results is that we had one ad that received a ton, ton, ton of clicks.

I think we had a total of maybe 64 people or so to opt in, meaning they give us their email address. They requested that we contact them for an appointment. Of those 64, there was one ad that had probably about 38 people to click through and complete again giving us their email address, going through the funnel on that one. There was another one that might have had maybe 16. Another one might have had eight. Another one might have had two. And two of them might have had like one or zero.

You can see here, and the numbers might not be exact there but you kind of get the point. Right? There was one or two ads that had a lot more people clicking on it. What was interesting is that the highest was one image, which was in a short copy. The second highest was a different image that was in a long copy. That was really interesting because it meant that there were two images that people liked and that the copy really didn't matter. There was not a clear winner. Our audience and our community, for some reason, these particular versions were resonating with them.

Now, if I had only run the ads that had zero clicks. I think it was one that had zero and then one that had like one or two. If I had only run one version of the ad then I would have looked at it and said, "Oh, this is not working." This is not a good ad. I need to go back and I need to change the images. Or I need to change the words. If I really was not experienced in understanding how funnels would work, I might say, "Well, my funnels not working and I need to change my funnel." I shared this example with you to let you know we really don't know what people in our communities are going to resonate with.

The best way to understand what people are interested in or what's going to move them to take action is actually to test. Then from there you know your clear winner. What we typically do is the ones that are getting one click or getting zero clicks, we just turn them off. That means that we're no longer spending any money to promote those ads. We're only keeping on the ones that people are clicking on. The other thing that you can do is you can say, okay, well, this particular one that's working, if you want to take it to the next level, we were running this ad with this particular audience.

For example, the two winning ads. You can say, well these are ones that people are clicking on, what if we were to duplicate that ad now and instead of sharing it or instead of only sharing it to this particular audience, people who might live on specific streets. You can say what if we were to also show this ad as a different ad, again clicking that button to just make a copy of the two that are winning. What if we were to show those ads to people who have previously been to our website. What if we were to show those ads who people who have previously watched our videos, if you're doing Facebook Live videos or have previously commented on posts or shared your posts or liked your posts. Or messaged your practice's Facebook page in the past. Those are the warm audiences.

What if we were to show the same winning ads that were seen by what we called a cold audience, people that have not interacted with your Facebook page or your business in the past, and again take those two winning ads and now you are creating copies to run to people that have interacted before? Then you say well I'm curious like what would be the results? Most time, many times, those warmer audiences are going to convert a lot better. You're going to have even better results.

The ultimate goal is once you figure out again, which one is working then you can just continue to run those ads until you see a drop in the number of clicks. Typically what we'll do is we'll run the version for at least a month and then once a month we check in. Literally, again just a few minutes to just log in to the back of Facebook and see what's happening. See what people are clicking on. See how much it cost per click. If it's working and continuing to work then you continue to let it run. However, many times what happens is that people in your community, once they start seeing, especially the images, the same images show up in their news feeds they are going to overlook it. Like they're not going to click on it. They're not going to stop. It's not going to catch their attention.

What I recommend you do ideally is every month go in and change out the images. Put new images in, even if you're using the same copy going ahead and changing out the images or perhaps continue to let those same ones run and go ahead and create a new version, changing out the copy and seeing how people respond to that new copy again. Otherwise, things can get a little bit stale and things that might work at the beginning can lose it's effect.

Again, I just wanted to take you guys behind the scenes because I do hear that question of, "Well, Facebook doesn't work." Part of the problem sometimes is people are just not posting the right thing or they are not boosting or they're not running to a specific audience, they're just putting up something on their page. The facts that Facebook is really a marketing company so if you don't pay for Facebook ads to be seen in specific news feeds or to be seen, you're just not going to have the same level of result.

All right guys, so I hope that that helps. Again, I am super pumped about sharing all of my knowledge with all of you so if you have any questions at all, just post them inside of our Delivering Well hang out Facebook group. Says Deliveringwellhangout.com. Again, we are here to help and support you.

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