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By OppGen

How Apple’s iOS 14 Update Could Impact Facebook Ads

User privacy and data are at the forefront of Apple’s upcoming iOS 14 update, and with this update come some issues with digital advertising.

What we know about the Apple iOS 14 update so far

iOS 14 will give Apple product users the option to opt out of certain types of data tracking. It will prompt users with these two basic options:

  • Allow tracking
  • Ask app not to track

Under iOS 14, this prompt will appear on all iOS apps, such as Facebook, Instagram, Messenger, and any apps that monetize with Facebook’s Audience Network.

The kinds of data tracking that will result in the approval prompt include:

  • Targeted ads based on a user’s data that were collected from apps and websites
  • Sharing device location information or email lists with data brokers (that is, a company that collects and sells personal information of particular users to third parties)
  • Sharing email lists, advertising IDs, and other IDs with third-party advertising networks that would use that data to retarget users or similar users
  • Putting a third-party software development kit (SDK) that combines user data from an app with other apps to create more effective advertisements for audiences

Apps that fail to comply with the policy following the iOS 14 update will be removed from the App Store — even if it is an issue with the app’s developer(s) and not the business that owns the app in the first place.

 

Facebook’s response to the iOS 14 update

Facebook is concerned about how this update will affect businesses and creators who use its advertising service — especially small businesses, as noted in a press release outlining those concerns.

In the press release, Facebook states that they believe this update will hurt small businesses and creators who rely on Facebook’s personalized and highly targeted advertisements to keep their businesses growing. By giving people an option to opt out of data tracking, it will make it harder for Facebook (and other businesses like it) to use its targeting tools as accurately.

It alleges that the drop in personalized ads will make it difficult for small businesses with small budgets to find good leads, which will also limit their growth and competitive abilities against larger companies.

 

What this means for Facebook advertisers

There is no need to panic over these changes.

As noted in Facebook’s press release, this update won’t cause a full loss of ad personalization — though it may begin a push in that direction. Still, this gives Facebook advertisers time to prepare for that shift.

In the meantime, you will still be able to use Facebook’s ad targeting tools and create highly personalized, targeted ads; however, depending on how many people opt out of data tracking under iOS 14, you may not be able to accurately target as many leads as before.

This update may affect the accuracy of your conversions as well, but this can be circumvented to some extent by making sure your website’s Facebook pixel is up to date and will be able to reach mobile devices. In order to do this, you’ll have to verify your website’s domain

Even with this update, you will be able to push more personalized Facebook ads to people who use Android phones and Windows computers, which are not associated with Apple products.

If you own a small business and oppose this upcoming iOS update, Facebook has created a page for small business owners such as yourself to “add your voice” where you can tell Apple why this update concerns you and a toolkit as well.

This update is a good reminder to avoid becoming too reliant on a single advertising channel and to prepare your business for future changes. Diversify where you’re advertising on both digital and traditional marketing channels.

 

Contact OppGen for more information about the iOS 14 update and Facebook ads

This upcoming Apple update is a big one, and we understand the concerns advertisers and marketers have. However, we have no doubts that it is one we can continue to work under while creating effective ads on multiple digital marketing channels.

Contact OppGen for guidance or more information today.

By OppGen

Facebook Ads for Doctors: Use Paid Social for Clinic Growth

There are a lot of different ways for doctors to grow their medical clinics online through digital marketing. Social media advertising platforms, such as Facebook Ads, are a great way for doctors to generate awareness about the services they offer and even acquire new patients.

According to Facebook’s first 2020 quarter report, the social media site had an average of 1.73 billion daily active users using its services — an increase of 11% year over year. Considering that 73% of its users visit the site on a daily basis, Facebook is a great place to reach prospective patients, and Facebook ads make it easy for doctors to do just that. Facebook’s powerful ad targeting tools are some of, if not the, best ones available.

Facebook advertising for doctors is incredibly cost-effective, too: the cost per click (CPC) of healthcare ads on Facebook averages to roughly $1.32 per click with an average conversion rate of 11% — a better average CPC and average conversion rate compared to Google Ads’ healthcare industry averages of $2.62 per click and conversion rate of 3.36%.

Plus, Facebook is easy to use, from creating a professional Facebook page for yourself or your clinic or practice to publishing ads to prospective patients.

In sum: Facebook ads for doctors are well worth the investment, increase online exposure, and help acquire new patients.

 

Build your clinic’s Facebook page

Before you can start advertising on Facebook, you’ll have to create a Facebook page for your clinic. Facebook pages are free to create and to use. You can share useful information, business updates, and even make it easier for prospects to contact your clinic via Facebook Messenger. Plus, patients can leave reviews on Facebook pages, so as long as you’re providing the best services possible, positive reviews will be sure to follow.

 

Select your business type

When setting up the page, you’ll have to select what kind of business you have. We recommend selecting the “local business or place” option.

 

Choose a simple name and URL

You’ll also have to settle on a name and URL. It can be the name of your clinic, your name with credentials, a reference to your specialty, or a combination of all of these. The key here is to keep it simple. Same with the URL — it should be easy for people (and search engines) to find.

 

Fill out the About sections

There are two About sections on Facebook pages. One of them is a brief text summary about what your clinic does, the services it offers, where it’s located, and so on.

The other one includes your clinic’s contact information — email address, physical address, website, phone number, and Messenger link — and its hours of operation. Provide as much of this information as you can; it’s always a good idea to give prospects multiple ways to reach your clinic.

 

Think about your brand when posting

Your clinic’s Facebook page is an extension of your brand, and everything about it should reflect that. It should be consistent with your overall brand and tone. Any inconsistencies will have prospects fleeing from your page and your clinic as a result, and that’s the last thing you want for lead generation.

Don’t share irrelevant jokes or posts that made you laugh to your Facebook page — save that for your personal profile. Use common sense. Put yourself in prospects’ shoes: If the clinic you go to shared riddles, jokes, or other unrelated content, would you feel comfortable going there?

Put some thought behind your posts. You can share a link to a blog post you’ve written, discuss industry trends or new services you’re starting to offer, and so on. Use good high-quality stock photos from a site like shutterstock or pexels to grab prospects’ attention and write good copy with a call to action (or as we marketing professionals call it, a CTA).

Having a Facebook page where you share information and updates can help your clinic gain traction, but it will only go so far without utilizing paid social ads.

 

Set up a Facebook Ads account for your clinic’s page

Once you’ve got your clinic’s Facebook page set up, you’ll want to add an Ad account to the page. You’ll do this using Business Manager, which is the “back end” tool of your Facebook page. It’s a secure way to manage your Facebook pages and Ad accounts and lets you keep your business profile separate from your personal Facebook profile.

To add an Ad account in Business Manager, go to your page’s Business Settings. There, you’ll click “Accounts” and then “Ad Accounts.” Click “+Add.” Three options will appear: “Add Ad account,” “Request access to an Ad Account,” and “Create a new Ad account.” Click the “Create a new Ad account option and follow Business Manager’s prompts.

Now you can start creating Facebook ads for your clinic.

 

Create a wide variety of appealing Facebook ads

Two of the best perks about Facebook ads for doctors are the cost and variety of advertisements. Compared to paid search ads on Google, Facebook is a fairly inexpensive option with, well, a lot of ad options for doctors:

 

Image ads

It’s often said a picture is worth a thousand words — and that’s a lot of words and a lot of power! Visuals are a big part of pretty much every type of Facebook advertisement. But if you’re using an image ad, you’ll only have one image, so make sure it’s worth those 1,000 words. It needs to grab viewers’ attention.

However, that doesn’t mean you should go textless entirely. You’ll have to write some text to accompany the image in a couple of places:

  • Post text: This is the ad copy that is placed above the image on desktop devices and below the image on mobile devices. If this image ad is placed in the Facebook newsfeed, it should have no more than 125 characters. Anything longer than that is allowed but will be cut off. You can (and should) include relevant hashtags here.
  • Headline: Sometimes referred to as a title, the headline is the largest-sized text. It should grab prospects’ attention while also summarizing what exactly you’re trying to advertise. Ideally, headlines should have no more than 25 characters if the ad is placed in the newsfeed. Again, a headline that’s longer than 25 characters is allowed but will be cut off.
  • Description: The description is the text below the image and headline. If placed in the newsfeed, it should be no longer than 30 characters. Note that descriptions will not be shown on mobile devices unless Facebook thinks the ad will resonate with a prospect.
  • Call to action button: You can customize what you want the CTA button to say, but make sure it lines up with your goals. If you want a prospect to learn more about what you have to offer, “Learn More” is a good choice. If you want prospects to receive a newsletter about your services, “Sign Up” is probably the better option.

You can include some text on the image itself, but if there’s too much text on the image, Facebook’s algorithms may display your ad to fewer people in your audience. Facebook specifies this as images that consist of more than 20% text.

 

Video ads

The components of a Facebook video ad are the same as those in an image ad. The key difference is that instead of a single static image, you can upload a video from anywhere to 1 second to 240 minutes in length to be placed on the newsfeed.

The best length for a Facebook video in the newsfeed is far from the maximum length — shorter than 15 seconds is considered best practice.

Similar to the image ads, Facebook will push video ads with more than 20% text to fewer people. For the newsfeed ads, the post text, headline, and description character limits are the same.

 

Slideshow ads

Slideshow ads are essentially a lighter version of Facebook’s video ads. Rather than putting in the time and money to create, edit, and upload high-quality footage for a video ad, slideshow ads allow you to upload 3 to 7 static images and have Facebook create a slideshow.

The best practices for video ads (15 seconds or less) and character limits for post text, headline, and descriptions apply to slideshow ads, too.

 

Carousel ads

Carousel ads allow you to display 2 to 10 images or videos in a single ad. Prospects can swipe through each individual image or video card. Each of these cards can have separate links that highlight different products or services. Carousel ads are great for sharing reviews (one review on each card), different treatment options, or telling a story.

The requirements for video length and character limits for carousel ads in the newsfeed are the same as single image and video ads.

The variety of ads and the affordability Facebook advertisements offer are hard to beat — and that isn’t even taking how specific Facebook’s ad targeting can be.

Regardless of the type of ad you choose, you’ll have to make sure your ad follows Facebook’s advertising policies.

 

Find your ideal patients

Though Facebook ads are a powerful tool for anyone who uses it, they are one of the best marketing options for specialty clinics. Facebook advertisements allow more targeting options than paid search ads, so you can find members of your target audience in a much more granular fashion.

However, it’s worth noting that as a healthcare professional, there are some things you cannot do even though most other businesses can with Facebook’s custom audience tools due to HIPAA. While a local business can upload a list of clients or customers to push ads to these people, medical and healthcare professionals cannot. Facebook often uses these lists to push relevant ads to the people on said lists and can potentially infer that these people are being treated by you, potentially for a certain condition.

Let’s say you run a men’s clinic that specializes in treating erectile dysfunction (ED), a condition that many men are embarrassed about. If you were to upload a list of your current patients in order to find similar patients or target more ads to these patients, your current patients may start seeing ads for ED medications pop up more often. Their private medical information is now being used in a way that’s accessible for just about any business who wants to advertise products based on that medical information.

To avoid any potential HIPAA violations, work with a HIPAA-trained digital marketing agency like OppGen. These agencies specialize in working with medical clients and ensure that the advertisements and information do not violate patient privacy or HIPAA.

While you can’t create an audience using a list of your current patients or target an audience by specific ailments or medical conditions on Facebook, you can certainly target prospective audiences by other demographics:

 

Age

Some health conditions affect people of different ages. You use Facebook’s targeting tools to push ads to people in specific age groups.

Keep in mind that Facebook does have certain limits for what can be advertised depending on what exactly you’re advertising. If you’re in the medical weight loss field or are a plastic surgeon, your ads for a clinic or cosmetic procedure cannot be targeted to anyone below the age of 18 on Facebook.

 

Sex

Just as some conditions may affect certain ages groups more, there are conditions that can affect one sex more than the other or simply affect only one sex. Facebook can allow you to push ads to men or women rather than both at the same time. This can be incredibly useful if you operate a men’s clinic or run weight loss programs specifically for women.

 

Location

Facebook’s ad targeting tools make it easy to find prospects near a particular location. If you have multiple clinic locations with each offering slightly different services, you can run different ads targeting people nearby. 

 

Interests

That Facebook “like” button has more power than you may think — not only does “liking” a page allow users to receive updates and news from that page, but it also tells marketers what their interests are. This may be a bit tricky for finding potential patients, but it’s not impossible. One prospect may follow natural or holistic health pages. That information can be useful for targeting them with natural weight loss or medical spa ads.

 

Behavior

Behavior-based targeting takes users’ search history and online purchases into account. If a Facebook user has recently searched for diets or weight loss programs, Facebook can take that information into account and then push relevant weight loss ads to that user.

 

Schedule more appointments

Most digital advertisements, including those on Facebook, require a landing page to send prospects to after they click on the ad. In the case of marketing your clinic, you’ll want to have a contact form that can be used to schedule a consultation.

The more traffic you have going to the landing page form, the better. Why? It means more people are going to fill out the form to schedule an appointment, and ideally, become your patients.

 

Expand your clinic’s services

As the number of patients coming in from your clinic’s Facebook Ads marketing strategy rises, so will your revenue. So, what should you do with that extra cash flow? Well, you could expand what your clinic offers. Maybe you could open a new clinic location. 

Regardless of whichever option you may choose, both of them can make for a new marketing opportunity that can help your clinic grow exponentially.

 

Case studies

Lifelong Metabolic Center

OppGen partnered with Lifelong Metabolic Center, a weight loss clinic in Naperville, Illinois, to increase the clinic’s initial patient lift in a highly competitive market. Using a combination of our paid search and paid social advertising (which included Facebook ads) programs resulted in an 80% lift in revenue, over 40 leads per month, and a 35% increase in total new patients per month for Lifelong Metabolic Center.

 

American Physical Medicine

OppGen has been working with American Physical Medicine for several years and on many different paid social ad campaigns for stem cells, stem cell seminars, and most recently, knee pain. With our expertise, American Physical Medicine has seen a lead to consult rate of roughly 50% and over 1,500 leads for stem cell seminars.

 

Spinal Aid

We’ve been running paid social campaigns for Spinal Aid, a peripheral neuropathy clinic, since 2018. In that time, OppGen generated over 400 total leads for Spinal Aid — with roughly 50% of them coming from our Facebook ad campaign. We expect to see even more leads as we continue to implement strategies to enhance the campaign’s performance.

 

For more information

At OppGen, we’re experts at running Facebook ads for doctors and helping increase clinic revenue and growth. We’ve worked with a wide variety of clinics that have seen more patients, an increase in revenue, and have gone on to add more services or open up new clinic locations as a result of our medical digital marketing program.

If you’re interested in learning more about our medical digital marketing program, contact us today for more information, or fill out our free digital audit.

By OppGen

12 Reasons Why Small Businesses Need Digital Marketing

If your small business doesn’t already have a digital marketing strategy in place, then it’s time to start making one.

Understandably, you may be reluctant to put some of your small business’s budget into digital marketing. Rather than thinking about it as a cost, think of it as an investment in your small business — an investment that, when carried out properly, is worth more than the initial investment. If you’re not investing in digital marketing, you actually could be losing more in the long run.

And that’s just one reason why your small business needs digital marketing, and there are several more reasons than that.

 

1. Digital marketing evens the playing field

Small businesses typically lack the resources to create commercials of Super Bowl quality. Depending on the size of a small business and its available resources, a billboard or radio ad may be out of the question.

But digital marketing is an area where small businesses can be on the same level as their larger commercial competitors. The barrier to entry is low, and provided small businesses are able to run a successful campaign, they are likely to reap the benefits of digital marketing.

 

2. There’s a wide variety of digital marketing options

Newspaper ads, posters, billboards, and local radio spots and TV commercials are traditional marketing avenues that don’t offer a lot of variety and fail to garner as much attention as they once did.

Thankfully, digital marketing has a plethora of options and fewer limitations on creative freedom.

 

Search ads

Paid search ads, are text ads shown on search engines like Google or Bing that are tied to keywords consumers search. What makes search ads so effective is that consumers using search engines are further down the marketing funnel. They’re not at the stage of awareness. They’re interested and are considering taking action for whatever it is they’re searching for.

Businesses are typically charged each time a consumer clicks on a search ad. The cost per click (CPC) varies and is based on a bidding system. Businesses bid on how much they feel a certain keyword is worth, and the amount businesses spend per click determine their position on search engine pages.

Search ads are geotargeted, which means these ads are sensitive to a consumer’s location. As a result, it will only display ads to consumers in locations selected by the business itself. For example, if your small business has one location in Columbus, Ohio, then you would want to ensure the people clicking on your search ads are in the Columbus area.

 

Display ads

Display ads are another form of search ads, though unlike their text-only counterparts, they are much more visual. They use images and video and come in a wide variety of sizes.

Display ads are typically run through search engines and are also linked to keywords like search ads are. Rather than appear on search engines, display ads appear on websites that are related to the topic a consumer searches.

Payment-wise, display ads are run on a cost per thousand impressions (CPM) model, which means your business will be charged for every 1,000 views an ad has.

 

Social media ads

Paid social media ads are found on social media sites, like Facebook and Instagram. They use a combination of text and visuals and have even more variety than display ads do. Facebook, for example, allows carousel ads, video ads, collection ads, and more. 

Like PPC ads, Facebook allows you to set a budget and bid on keywords to determine how much you’ll pay for its ads.

Paid social ads use both CPC and CPM payment models, depending on the kind of ad you decide to run for your small business.

 

SEO

Search engine optimization, or SEO, is an organic form of digital marketing, which means it doesn’t require paying a search engine or social media site. SEO is the practice of creating a website that ranks high on search engine results pages (SERP). Ideally, you want your website to be on the first or second pages of Google; it’s pretty rare for consumers to go beyond the second page.

At the very least, SEO requires your small business to have a quick, mobile-friendly website and someone with the ability to create thorough original content about topics related to your business’s offerings. It helps to have tools like Ahrefs to track keywords consumers use to find businesses like yours. Ahrefs tracks page rankings, how difficult it will be to rank for a certain keyword, keyword search volume, and more.

 

3. Digital marketing expands small businesses’ reach

Due to all of the digital marketing channel options, it’s easier than ever to reach different consumers in multiple places at the same time. Some consumers may be at different parts of the marketing funnel, but there are several digital marketing approaches that can be used to reach them.

For consumers at the top of the funnel (awareness and interest) who may have visited your small business’s website but did not take any action beyond the home page, you can create display ads for these consumers. This is referred to as remarketing or retargeting, and it’s a highly effective way to keep your small business’s brand at the forefront of people’s minds.

 

4. Digital marketing is cost-effective 

Google conservatively estimates that for every $1 a business spends on Google Ads, that business makes $8 in profit through Google Ads and Search — an impressive increase from Google’s earlier research that reported $2 in revenue for every $1 spent.

A Wordstream study found that the average cost for Google’s search and display ads across all industries were $2.69 per click and $0.58 per thousand impressions, respectively; Wordstream also found that Facebook ads average $1.72 per click across all industries.

Digital marketing costs less than traditional ad channels and allows you to place a cap on how much to spend. It’s clearly the superior route to take when it comes to how much you’re investing to advertise your small business.

 

5. Digital marketing targets multiple audiences at once

A print advertisement in the local newspaper typically targets one audience. The problem with this and other traditional forms of marketing is that they miss out on reaching your other audiences.

You can multiple digital marketing campaigns at once for different audiences via different channels, and this can become very specific and granular depending on which marketing channel you’re using.

 

6. Digital marketing keeps consumers engaged

In some cases, quantity isn’t everything. The quality of customers matters, too. In times of economic downturn, you might not be able to rely on occasional customers; you may have to rely on a loyal base of customers instead.

Keeping customers engaged with content, whether it be on your blog or your small business’s social media accounts, can keep them coming back to support your business.

 

7. Digital marketing boosts conversion rates

In digital marketing lingo, a conversion is another term for a goal. Conversions can be several different things: leads, purchases, newsletter subscriptions, engaging with content, visiting specific web pages, and so on.

Whatever your small business’s goal is, digital marketing makes it easy to track conversions and make optimizations to your digital marketing campaign that can boost overall conversion rates. 

 

8. Digital marketing has quantifiable results

Unlike traditional marketing methods, the results of digital marketing can be quantified. You can see the exact numbers, data, and statistics showing the state of your campaign. You can see how many people have “bounced” from your website, the number of people who have converted, and calculate an accurate return on investment.

There’s no guessing how many people bought products or signed up for a newsletter — the data is there.

 

9. Data can be used to improve marketing campaigns

Having quantifiable data can give you some idea of where your digital marketing campaign needs improvement. Sometimes it’ll require a bit of guessing and checking, but if you take a scientific approach to it by running the same ad with one slight difference, you can get an idea of how your small business’s digital marketing campaign can be improved.

 

10. Data can also be used to customize campaigns for highly specific audiences

Digital marketing data can help small businesses learn about their target audiences’ digital habits. There are tools out there that make it much easier to find your target audiences’ interests and discover the best approach to convert them to regular customers.

For example, Facebook offers a lookalike audience targeting option, which uses the information about your current target audiences and runs your advertisements to audiences that share similar features.

You may even find out that your small business has an audience that you never knew about until you started to review customer data. Then you can start making digital marketing campaigns specific to this audience segment, too.

 

11. Successful marketing campaigns can lead to new services and new business locations

Depending on the level of success your digital marketing campaign brings you, you may want to consider expanding your small business.

This could mean adding new services on top of the ones you already offer or even opening up another location. These additions and expansions can bring in even more revenue and customers.

Once you’ve got a strong digital marketing campaign for your main location or current services, you’re more than capable of creating more campaigns for your newer services. More services bring in more customers, more customers bring in more revenue, and more revenue means you can continue to grow your small business. It’s a cycle that continues to grow your business at each turn.

 

12. Resources for digital marketing are everywhere

There are tons of tools and resources for your small business’s digital marketing campaign: Ahrefs, Google Keyword Planner, Google Analytics, and so much more.

Our free digital audit is one great place to get started. For more information and even more digital marketing resources, contact us today.

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By OppGen

Facebook Plans to Invest $100 Million in Small Businesses

Facebook has upped its response to the coronavirus over the last couple of days. Aside from fighting misinformation, banning ads promoting false coronavirus “cures,” and offering WHO free advertising spaces, Facebook has pledged to give small businesses $100 million in financial assistance

The financial aid will arrive in the form of cash grants and Facebook ad credits. The aid’s intent is to help pay employees who are unable to work, cover rent and overhead costs, and help small businesses reach out to consumers. Applications for grants and ad credits are currently closed and will open up over the next few weeks.

Interested businesses can sign up for updates. Assistance can also be found at Facebook’s business resource hub, which is open for everyone. The resource hub gives businesses advice and ideas for dealing with the effects of the coronavirus outbreak.

Facebook has also stated it plans to pay its employees $1,000 bonuses, though it’s not clear if the bonus applies to contractors, who have all been sent home in the wake of the coronavirus outbreak. This has led to ad review delays, as the Ad Review team is almost entirely made up of contractors.

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Facebook is shown on an iPhone's App Store
How Apple’s iOS 14 Update Could Impact Facebook Ads
Facebook Ads for Doctors: Use Paid Social for Clinic Growth
12 Reasons Why Small Businesses Need Digital Marketing
7 Tips for Creating Weight Loss Facebook Ads That Work
Oppgenetix timeline facebook
Facebook Plans to Invest $100 Million in Small Businesses