If you are one of Facebook’s one billion active users (and chances are pretty good that you are), you have more than likely seen the myriad of advertisements specifically targeted to get you to “click here!” or “learn more!”
This is because advertising on Facebook is big business – as of April 2017 there were 5 million paid advertisers on the platform, generating nearly 8 billion dollars in ad revenue. A 2017 article for Entrepreneur went as far as to suggest that using Facebook ads to boost sales is one of the fastest ways to make money, period. Considering that the average American spends 40 minutes – nearly an hour – each and every day on Facebook, there is definitely a large audience with whom you can share your brand’s message.
With that said, that same Entrepreneur article went on to suggest that one would require a “Jedi mindset” to truly master the incredibly complex and constantly evolving field that is Facebook advertising. Having your ad campaign reach the right people and stand out against
the 5 million other paid advertisers competing for the same set of eyes is no simple task.
There is no doubt that Facebook’s advertising platform can be an absolutely invaluable tool for marketing not only your pharmacy, but different types of medication or pieces of durable medical equipment. The question is whether your pharmacy is ready to take on the world of Facebook ads.
Today, we are going to explore what it takes to create a successful Facebook ad campaign, and determine whether it is the right step for your pharmacy.
What Does It Take To Create A Successful Facebook Ad Campaign?
- Set Your Goals
Like any project, the first and most important step is to define your goals – in this case, your advertising goals. You need to ask yourself, “when someone sees this promotion, what action do I want them to take?”
While Facebook is a relatively intuitive system, understanding the in’s and out’s of the “Ads Manager” platform can quickly become an entirely different beast. Facebook itself is actually one of the best resources to learn about the system, but here’s a few things to consider when setting your campaign goals:
Lead Generation: Are you using your advertising on Facebook to generate new business? Building your Facebook ads as a component of a larger lead generation campaign may be a great approach to strengthen your customer base and reach new prospective customers. To learn more about lead generation, check out our website at www.prizmmedia.com
Conversions: If you have a strong online audience that have not yet become customers, a “conversion” approach to advertising may be in order. Conversion-based goals will be focused on developing promotions, offers, and opportunities for engagement that encourage prospects to make a purchase – either online or in-store.
Sales: A sales-focused campaign goal is one of the more traditional methods of advertising on Facebook. This includes marketing a specific product to your audience and encouraging a purchase decision – again either through an online portal or through a visit to your bricks and mortar location.
The main takeaway is that there are a lot of important decisions to be made on Facebook’s Ads Manager platform before actually placing an advertisement, and having a clear idea of what your goals are will play a crucial role in the success of your campaign. It’s so important to have the right blend of all of these settings, and finding those answers can often cost both time and money. Remember this when considering if tackling your own Facebook campaign is right for your pharmacy.
- Deliver Value
Once you determine what exactly your campaign goals are going to be, you still need to answer the question: why is someone going to click on my advertisement? The answer comes in the form of a unique value proposition. A unique value proposition is incredibly important – it is how your business creates value for your customers, it is unique to your business, and it is the reason your audience will click your ad.
Depending on your business, your unique value proposition can include promotions, white papers, discounts, free trials, or any other kind of incentive that may be appropriate. Whatever it is that you choose to support your ad, make sure that it delivers a unique value to your target audience.
For those in the pharmacy industry, consider a digital download of relevant health tips, an in-store coupon for their next visit, or information about an upcoming promotion. Whatever you think will persuade your customer from just viewing your Facebook ad to participating in your call to action.
- Strong Design Elements and Clear Messaging
Simply put, the ads that you put out on the platform have to stand out among a sea of other ads. They need to look good, be engaging, and remain consistent with the rest of your marketing campaign.
It’s also important to familiarize yourself with the guidelines Facebook has placed around design. Advertised content cannot be too text heavy, nor can it use content that is copywrited – so be cautious.
When discussing the sheer volume of ad clutter on Facebook, it’s also incredibly important that your messaging is both clear and concise. Facebook Ads tend not to be the best venue to educate a consumer who is otherwise unfamiliar with your product. Instead, focus on a clear call to action – what is the intended purpose of the ad?
However you decide to design your advertisement, remember one thing – that it should “stop the scroll”. That is, when your target consumer is scrolling through their feed, it is your ad that makes them stop.
- Test and Re-Test
The Facebook Ads platform has incredibly valuable insights, tracking everything from views, likes, clicks, and how viewers are finding your ad, and how they are choosing to interact with it. Testing, testing, and re-testing is a sure fire way to secure invaluable information that will help inform how your campaign evolves.
One greats example of the power behind these metrics is the platform’s A/B testing functionality. This type of testing allows you to run multiple ads with key differences to both measure effectiveness with your audience and to provide a greater variety in the ads you are distributing. It is a best practice to always run multiple variations of similar ads, and A/B testing is a great way to keep track of how they are performing
The information available through Facebook’s insights can be an absolute goldmine for marketers, but you have to know how to use it. Again, beginners to social media marketing may want to consult with a professional to ensure that they are both understanding and responding to the analytics of their campaign in a way that will allow them to make positive changes and continue to grow their ad reach.
Are Facebook Ads Right for My Pharmacy?
The short answer to determining in Facebook Ads are right for your pharmacy is yes – chances are good that using Facebook Ads correctly will result in a positive outcome for your pharmacy. The challenge is whether your marketing team has the time, experience, and existing infrastructure to successfully launch one of these campaigns the correct way. As you’ve read above, there are countless details to be aware of throughout Facebook’s Ad Manager platform, and missing out on just one can spell disaster for your campaign.
What some pharmacy’s consider is working with marketing specialists who can create a campaign, integrate it into your existing marketing program, ensure all of the specifications are set and adjusted for success, and report back on key metrics. Our team here at Prizm Media would absolutely love to help your pharmacy get started using Facebook Ads and boosting your marketing effectiveness today. If you are interested in learning a bit more about how we may be able to help, please don’t hesitate to contact us at email@example.com or by phone at 604-326-0096. With Prizm on board, you’ll be on your way to Facebook Ad success in no time!