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01
Jun, 2021
man studies chalkboard maze path

By OppGen

What is Lead Attribution?

Lead attribution is a marketing strategy that allows you to determine where and when a lead converts. You can track the conversion path — that is, the journey a lead takes before making a purchase, scheduling an appointment, or completing any other conversion goals — and see how a lead gets from Point A to Point B.

But the conversion path has changed drastically in the digital age, and the path is not as simple as Point A to Point B. There are more points (called touchpoints) leads interact with than ever before!

They may research the product or service through a Google search, go to your website then leave it, and begin to see advertisements for those products or services (as well as relevant products and services related to their search history) on other websites and social media platforms. 

Being able to track these interactions can help you determine where your best leads are coming from and tighten your focus on those marketing channels. It can help you find weaknesses in other marketing channels that are not churning out high-quality leads and decide whether or not you want to step back and focus on more successful or effective channels or invest more time improving those areas.

Essentially, lead attribution can help you measure your marketing campaign’s effectiveness.

OppGen Marketing includes lead attribution as part of our digital marketing strategies. Contact us to learn more.

 

What are Some Lead Attribution Strategies?

There are 3 main types of strategies used to attribute leads:

 

1. First-Touch Lead Attribution

First-touch lead attribution attributes a lead conversion with the first measured interaction they had with a company. This could be subscribing to an email newsletter, signing up for a webinar, or sending an email requesting more information about a product.

 

2. Last-Touch Lead Attribution

Last-touch lead attribution looks at the measured interaction that occurs right before the lead converts. For example, when a lead clicks on a Google search ad and makes a purchase or schedules an appointment through a landing page would have that specific ad attributed as the reason for the purchase.

 

3. Multi-Touch Lead Attribution

Multi-touch lead attribution considers multiple measured interactions a lead has with a company and works to follow the path that lead made before converting.

Within multi-touch lead attribution, there are a few different ways to scale the importance of each of the measured interactions:

  • A linear multi-touch lead attribution model gives equal weight to all interactions.
  • The U-shaped model gives 40% of credit to both the first and last interaction, then gives the remaining 20% evenly across all interactions in between the first and last interactions. 
  • Finally, there’s a time-decay model that gives credit to the most recent interactions. In this model, the credit for interactions decays the longer it takes to a prospect to convert.

 

Which Lead Attribution Strategy and/or Model Should I Use?

Generally speaking, multi-touch lead attribution is one of the better ones as it can give you a fuller picture of your leads’ conversion paths. But it has its drawbacks, too, as simply reviewing a lead’s conversion path may not give you the fullest picture of what was most important for getting the lead to convert. Sure, there may have been an ad of yours placed on a website they were visiting, but did they notice it at all? In that case, that touchpoint was not really one that mattered much to the lead. 

If you want to weigh which touchpoints were most effective, you can try talking to the lead and ask them about it. Keep in mind that they may also not be sure or even give you the “right” answer. They might even give you the wrong answer about where they converted or what their first touchpoint was! (Multi-touch lead attribution is complex and difficult, but when you have the best information possible, it can be incredibly insightful.)

Truthfully, there’s no right answer to this question. All of these attribution strategies and models give you a different picture of your leads and their conversion paths. You need to find which one is most effective for your business, which may take trial and error, or even utilizing multiple strategies and models for a better, clearer picture that shows multiple angles.

If you’re not sure how to do that, then it’s a good idea to reach out to an agency that specializes in lead generation and understands lead attribution (though not all do — but at OppGen, tracking and attributing leads is a top priority).

 

How Do You Attribute Leads?

To properly attribute leads, you need to be aware of what marketing channels you are using and then utilize certain programs and tools that can help you track measured interactions.

You can also contact leads to ask them about the touchpoints they encountered, but given that leads make multiple touchpoints throughout the conversion path, it’s a good idea to keep a digital record as well. Still, lead feedback can help you decide which touchpoints deserve more credit than others, and determine what is most effective (or least effective) about your current ad campaign.

 

What Tools and Programs are Needed to Track and Measure Interactions?

Measured interactions are a key component of good lead attribution. If you aren’t tracking prospects, you will not be able to properly attribute leads. If you can’t do that, you can’t determine the effectiveness of your campaign.

The following tools and programs are ones we utilize as part of our lead tracking and lead attribution strategy:

 

Google Analytics

Even if you’re not focusing on lead attribution, there is no reason you shouldn’t have a Google Analytics account set up for your website. It’s a powerful tool that lets you see your website’s traffic, where it’s come from (both physical locations and what websites prospects came from before landing on your site), what times prospects visit your website, tracks conversion numbers, and so much more.

The information Google Analytics has to offer its users is invaluable. If you don’t have a Google Analytics account set up and connected to your website, it is not too late to get started — and as a bonus, it is free to use!

 

Facebook Pixel

If you’re advertising on Facebook, you need to set up Facebook pixels. It can help you measure conversions across multiple types of devices, learn more about your website traffic and how site visitors use your website, the products visitors use, and best of all, optimize your Facebook Ads account so that your ads are shown to people who are most likely to convert.

Like Google Analytics, Facebook pixel is free to use, so make the most of it and use it to improve your lead tracking information.

 

CallRail 

CallRail is a lead call tracking program that connects both phone and web leads while keeping information together through form tracking that connects ads, campaigns, and keywords. All of this information can be used to determine where your best leads are coming from.

There are other call tracking programs out there, but this one is a good option that’s easy to set up and work with, and it’s one we use at OppGen. Contact us to learn more about how we implement CallRail into our digital marketing programs.

 

Set Up a Successful Lead Attribution and Lead Tracking Strategy with OppGen

Lead attribution is not a simple thing to do. We have clients whose former marketing agencies failed to properly set up lead attribution, which is a waste of time and money.

At OppGen, we always set up proper lead attribution and lead tracking for our clients because we believe in getting you the best possible leads, and that cannot be done without lead attribution. This improves ROI and your overall marketing campaign’s success.

Contact us today for more information about lead attribution and tracking. If you already have a lead attribution program in place, we can see if it’s doing what it should — fill out our free digital audit, and we’ll let you know that and much, much more.

28
Jan, 2021
An Apple laptop placed in a local park displays the Google search engine

By OppGen

Generate Local Leads with Google’s Local Services Ads

Thanks to the advent of digital marketing, small and local businesses can advertise on an even playing field along with large companies, franchises, and corporations, helping them generate more leads at reasonable costs.

Google Ads has made targeting local leads seeking specific services easier than ever. But as Google Ads becomes more competitive and the cost per click rises in certain industries, it may be wise to look to other advertising options for generating local leads.

That’s where local services ads come into play.

Thanks to our specialties in certain markets such as law and real estate, OppGen got into local service ads early. As a result, we have a team that’s comfortable and experienced with creating and managing local services ads campaigns. Contact us for more information.

What are Local Services Ads?

Local services ads are a relatively new advertising options Google offers to certain kinds of businesses. Local services ads can help prospective customers in your area — local leads — find you and easily contact you for your business’s services.

What Kinds of Local Businesses Can Use Google Local Services Ads?

Google has an expanding list of local business types that can utilize their local services ads. As of January 2021, the following kinds of local businesses that can use Google local services ads include:

  • Appliance repair
  • Architects
  • Carpenters
  • Cleaners
  • Lawyers in the following practice areas: bankruptcy, business, contract, criminal, disability, DUI, estate, family, immigration IP, labor, litigation, malpractice, personal injury, real estate, traffic
  • Countertop services
  • Electricians
  • Event planners
  • Fencing services
  • Financial planners
  • Flooring services
  • Foundation services
  • Garage door services
  • Heating or air conditioning/HVAC
  • Interior designers
  • Junk removers
  • Landscapers
  • Lawn care
  • Locksmiths
  • Movers
  • Pest control
  • Photographers
  • Plumbers
  • Real estate agents
  • Roofers
  • Siding services
  • Tax services
  • Tree services
  • Videographers
  • Water damage services
  • Window cleaners
  • Window repair services

Note that the list is likely to update periodically, so keep an eye on Google’s local services ads support page for the most up-to-date information.

Benefits of Google Local Services Ads

Google local services ads have many benefits that other digital advertising options do not, such as:

You Only Pay for Results

This is the biggest advantage Google local services ads offers compared to other digital advertising channels. Most ad channels rely on a pay-per-click (PPC) model, which requires you to pay whenever a lead clicks an ad, regardless of whether or not they convert (i.e., fill out a form, make a purchase, schedule an appointment, etc.). It’s entirely possible for a lead to click on an ad and do nothing else from there.

Google local services ads use a pay-per-lead model, which means you only pay for leads related to your business. Here, leads are defined as prospects who call the phone number listed on your local services ad. In the event in which you end up with an unrelated or bad lead, you can dispute that lead with Google and get the money you lost on that lead back.

More Options for Your Business’s Budget

Local services ads offer 2 budgeting options, allowing you to select the option that works best for your local business and its budget.

  1. Maximize leads: You can set a weekly budget with the goal of getting the highest volume of leads possible.
  2. Pay per lead: You can set the highest amount you’re willing to pay per lead. Google will then provide an estimate based on the market of how much you can expect to spend in a week and how many leads your business may receive.

Higher Visibility

To create local services ads, you’ll need to set up a Google My Business page. When you create this page, make sure that your phone number is correct because the ads will use the phone number listed on your Google My Business page.

Local services ads are located at the top of Google search results pages (SERPs), which makes them easy for prospects to find. They’re placed in a higher position than Google search ads, which is a huge advantage.

These ads are set in a slideshow-like format, displaying the top 3 relevant services in your area. To view more ads, you click the “more” button.

Ideally, you’ll want to rank in the top 3 ads. Your ranking is determined by these factors:

  • How close you are to prospects’ physical locations
  • Your reviews and the number of reviews you have
  • Responsiveness to customers through the Local Services Ads app
  • Business hours
  • Whether or not Google has received serious or several of the same complaints about your business
  • The context of a prospect’s search (search history and terms, when they searched, and other signals)

To land a spot within the first 3 ads, make sure your local business is listed under the relevant type of business, encourage your clients to write reviews, give excellent service, and respond quickly and efficiently to customers.

Some of these factors are out of your control to some extent, such as the prospect’s location or when they searched for relevant services (you can’t control when a prospect searches for a service outside of your business hours). 

Still, focus on what you can control (relevant listing, reviews, excellent service, and quick responses), and you’ll likely end up in a good position!

Compete on a Local Level

With paid search on Google, you may not be able to rank as high easily depending on your specific industry. For example, the cost per click for personal injury law ads on Google’s SERPs are among some of the most expensive. Just one single click on one of these search ads can deplete a monthly budget! Not to mention you may be facing more difficult competition with companies competing for the same or similar keywords, and some of these businesses may have larger marketing budgets, so the cost per click isn’t a huge concern for them. If there’s a lead that falls through and doesn’t get back to them, it’s not nearly as much of a loss as it would be for smaller businesses at the local level.

With local services ads, you don’t have to worry about competing with bigger national businesses — you’ll be competing within a smaller, more balanced level with nearby businesses. If you happen to be the only business within a certain area offering a certain service, that means you’ll likely find yourself generating more leads. And even if there are more businesses like yours, not all of them are aware of this new ad type that can put you on top!

Verified Badge

All businesses that want to start using Google local services ads are required to undergo a background check. The required information for background checks varies depending on the type of business you have. For example, if you’re a lawyer, you’ll have to prove that you and your fellow lawyers have passed the bar. 

Having a checkmark next to your business’s name adds credibility to your business, which will help people seeking your services trust you and be more likely to reach out.

No Landing Page or Website Required

Although we can’t stress the importance of having a website for your business enough, not all small or local businesses have one. If you’re interested in a website for your business, please contact us to request more information.

If you’re website-averse but still want to get into digital advertising, local services ads are the perfect option.

Landing pages or websites aren’t necessary with Google local services ads. Rather than submit their information for an appointment through a landing page, leads can book an appointment or schedule services through Google local services ads. 

Contact OppGen to Generate More Local Leads

OppGen is a digital marketing agency located in Columbus, Ohio, that has helped several businesses at both local and national levels generate more leads. We’ve helped our clients by setting up Google My Business accounts and assisting them with the Google local services ads background check process, among other digital marketing services. 

We would be more than happy to help you get started. Contact us today for more information.

21
Jan, 2021
An empty courtroom

By OppGen

The Best Lead Generation Channels for Attorneys

Clients are what keep law firms and attorneys employed. Without clients, you wouldn’t have a practice or law firm. It’s imperative that you have a lead generation strategy to ensure you have a regular influx of clients.

But which lead generation channels are the best ones for attorneys? Schedule a complimentary strategy session with OppGen to find out which ones may be most effective for your law firm.

There is not one single answer, but the following details some of the best lead generation channels available today:

Google Ads

Google Ads happens to be one of the best channels for generating leads, regardless of field. Advertising on Google comes in a few different options:

Search Ads

Search ads, sometimes referred to as “PPC” (pay-per-click) for shorthand, are ads that appear on Google’s search engine results pages (SERPs) and look like individual search results. They are placed at either the top or bottom of each SERPs page.

One of the perks of these search ads is that they can only be shown when a prospect searches for a specific query that you set parameters for. Simply put, you can make sure these ads are being seen by people who are looking for your services in a set area. PPC leads are usually high-quality leads because they are actively searching for your services, meaning they’re more likely to convert.

Another perk? You are only charged when a prospective client clicks on the ad.

The cost for search ads is determined by a bidding system, in which you bid on how much you’re willing to pay for certain keywords. This doesn’t mean you should go with the lowest possible offer, though — Google rewards advertisements with higher quality ads and higher bids by placing them in more advantageous positions. 

Ideally, you want your ad to be placed on page 1 of the search results, preferably at the top of the page. The second page isn’t bad, either, but anywhere beyond the second page is no-man’s land. Relatively few people go beyond the second page of search results, and fewer are going past the first.

It’s worth noting, however, that certain practice areas of law are more competitive and as a result, are more expensive. Depending on your marketing budget and law firm’s practice area, you may want to consider other lead generation channels outside of search ads.

OppGen Marketing can help you find the most effective lead generation channels for your firm. Contact us today for more information.

Display Ads

Display ads are not placed on the SERPs; instead, these image-based ads are placed on relevant websites and take a prospective client’s search history into account. These ads are best for retargeting, a strategy that aims to have prospects who have bounced from your site go back to it and take a specific action.

If you’ve ever left items in a virtual shopping cart, you might have seen ads on another website featuring those items. Even if you don’t click on the ad, there’s a good chance you’ll go back and check out the items you’ve left in the cart. That’s a prime example of retargeting.

Local Services Ads

Google has recently started offering local services ads for certain types of law firms and other businesses.

Should your law firm specialize in one of the areas Google has opened up for local services ads, it’s well worth looking into.

It takes a bit of work to set up a campaign, as the process includes a background and verification check, as well as a Google My Business account (more on that later). But it’s worth it, especially because these ads allow you to dispute leads. If one of your leads wasn’t one that came through, you can contact Google and they will likely refund you for the less than ideal lead.

Given that local services ads aren’t available for every type of business out there, it’s a little less competitive in that regard, too.

Facebook

Facebook is yet another great channel for generating leads. Because social media platforms like Facebook take users’ information upon registration (such as their name, age, job, location, sex) and pay close attention to the pages they like and content they share. This allows Facebook to push highly relevant, targeted ads to prospects. Facebook ads often use some kind of visual element, such as images, slideshows, and videos, along with text.

Another way you can utilize Facebook is through a Facebook business page, where you can share helpful information, legal advice, and more to prospective clients. Setting up a Facebook business page is easy and free, so there’s no reason not to have a page for your law firm.

The end goal with a Facebook page is that eventually, when a prospect is in need of your law firm’s services, they’ll reach out to you.

With its visual media options, powerful ad targeting tools, and business page, using Facebook to generate more leads for your law firm is a fantastic strategy.

Organic Traffic

Paid search and paid social ads are a great short-term strategy for generating leads, but if you want to generate leads consistently, focusing on boosting organic (or unpaid) traffic is the way to go.

A search engine optimization (SEO) strategy can improve your organic traffic by improving your law firm’s SERPs position for relevant keywords and phrases.

At OppGen, we recommend using a four-step approach to SEO:

1. Technical SEO

Technical SEO is all about your website’s speed, organization, and accessibility. Your website should be fast on all devices, especially mobile devices. Google has started ranking websites using sites’ mobile versions first, so if your website doesn’t operate well or quickly on mobile devices, it’s going to hurt your ranking.

Your website should also be easy to navigate and accessible to all users. A simple design is almost always going to be better than one with all of the bells and whistles. In the case of website design, less is more. Not to mention simple designs tend to perform better on mobile devices as well.

Website design is easier than ever before, but that doesn’t mean you should go ahead and design it on your own. It’s a good idea to reach out to web design experts who can optimize your website’s lead conversion rates and see what they can do for you.

2. Local SEO

Assuming your law firm isn’t a national brand, a local SEO strategy is a must. Local SEO focuses on getting your law firm to rank high on local searches. You can do this by claiming a Google My Business page and creating a Facebook Business page, as well as making sure your law firm is listed in relevant local directories.

When setting up these pages, make sure your law firm’s name, address, and phone number are all correct across the board, from your website to each and every listing entry your law firm is included in. Mismatching or incorrect information will hurt your SERPs position, and worse yet, could confuse prospective customers who may find the services your law firm offers elsewhere.

3. On-Page SEO

On-page SEO is all about your website’s content. Content comes in many forms these days, and it’s a good idea to use as many content mediums as possible, provided they’re offering high-quality content and information that can help prospective clients.

In-depth, well-researched blog posts can be great resources for potential clients and also prove to them that you know what you’re doing when it comes to the law. With blog posts in particular, you’ll want to make sure it’s something that the average person can understand, so keep jargon to a minimum. Avoid keyword stuffing, too. Though keyword stuffing was once an effective SEO strategy, Google’s bots will crawl your pages and flag potential keyword stuffing. Plus, these bots can read content close to how humans can, so making sure they understand what you’re discussing is a must. 

You can create a YouTube channel and embed videos into blog posts that discusses the content of these videos in a slightly different way. You could do the same thing with podcasts and summarize the discussion or include a transcript of the podcast.

If you’re ever running low on content ideas for your law firm, we have a list of over 27 blog topics that can help you come up with more. Although the ideas are more specific to personal injury law, many of these ideas are still applicable to other areas of law. At the very least, it can help you brainstorm.

4. Off-Page SEO

Off-page SEO focuses on spreading the word about your law firm and the content you’ve created. This is done through creating a backlinking strategy. Backlinks are links to your website that are shared on another website.

When a trusted high-quality, high-ranking website shares a link to your website, that does more than bring in more traffic. It also tells search engines that your website is a good resource. In turn, search engines will reward your law firm’s site with a higher SERPs position.

You can start building some backlinks by sharing your content to your business’s Facebook or Google My Business page. If you run a YouTube channel or podcast, include links to your website in the video or podcast description, and be sure to drop a verbal call to action (or CTA) in the video or podcast, too, asking prospects to go to your website.

Off-page SEO is also about your reputation, which is why it’s a great idea to have a Google My Business listing or Facebook Business page (or better yet, both and other directory listings) where users can leave reviews. More positive reviews will also improve your SERPs position, so encourage your clients to leave reviews. 

You should always respond to reviews, especially the negative ones. At the very least, responding to reviews shows you care about your clients and their experiences — even the ones that weren’t good, and that you did your best to work with them.

Remember: Reviews are often the final thing a prospect looks at before deciding whether or not they want to go with your law firm. So even if you aren’t interested in SEO, you should still be interested in reviews.

Referral Websites

There are many legal-specific referral websites that can help you bring in more leads, and many of them can even be part of your local SEO and off-page strategies.

Here are just a small handful of legal referral websites:

Avvo

Avvo is one of the largest websites in the legal industry, with millions of prospects visiting it every month. Avvo includes free legal Q&A services that help leads get their legal questions answered from real attorneys like you.

It also happens to be one of the largest review websites for attorneys, too. Building up positive reviews and a good reputation on several different websites can really help your law firm in many ways. It can boost your SEO ranking and make prospects be more likely to choose you based on the reviews they read.

Avvo serves all legal practice areas, so it’s a good idea to claim your Avvo profile as soon as you can if you haven’t done so already. Depending on the membership level you select for your profile, you may have the option to use targeted display ads and be recommended more to certain leads.

Nolo

Nolo, like Avvo, is another great source of free legal information and also receives millions of site visits each month. Nolo also allows you to create a lawyer profile page. It takes a more SEO-like approach by focusing mainly on content, and its pricing structure is based on a cost per lead.

Nolo has access to leads that may be shared with multiple attorneys as well as some exclusive leads, though these exclusive leads may be more expensive. However, the tradeoff is that despite the higher cost of an exclusive lead, these are leads who are more likely to convert to clients.

It covers all major practice areas, so unless your law firm is in a very niche specialty, you shouldn’t have a problem making a Nolo account.

FindLaw

FindLaw is a network of multiple legal directories and houses FindLaw.com, SuperLawyers.com, and LawInfo.com.

FindLaw combines the strengths of Nolo and Avvo into one website that offers both targeted advertising and SEO content. Unlike Nolo, FindLaw leads are never shared. FindLaw gives you an advantage for conversions because these leads are always exclusive and are not shared with anyone else.

The downside? You’ll probably pay more for each cost per lead.

However, FindLaw offers several different marketing packages that can help you and your law firm succeed.

Partnerships with Other Attorneys

Not all attorneys work in the same area of law. You can create a powerful lead generation channel by partnering with a local attorney whose firm doesn’t specialize in your practice area. Fostering good relationships with local attorneys can also be beneficial to all parties involved. You may find that the prospect you referred to a partner will think highly of you and recommend your law firm to others, even though you didn’t represent them. You’ll also have an ally in another firm who can refer prospective clients your way.

But be careful with who you partner with. Just because you decide to partner with an attorney does not mean that they are a good attorney. Your partnerships reflect not only your partner, but also you and your firm. Partnering with a law firm that has a history of ethics violations or handling cases poorly can and will hurt your reputation. Be smart about who you decide to work with.

Contact Us to Learn More About Lead Generation Channels for Attorneys

OppGen has built successful marketing campaigns for several attorneys and their law firms. Our marketing campaigns are tailored specifically for each of our clients, so we’ll be sure to help you determine the best lead generation channels for your law firm. For more information, contact OppGen today.

05
Jan, 2021
A cosmetic surgeon outlines his patient's face in marker before surgery

By OppGen

How to Generate Cosmetic Surgery Leads on Facebook

Social media marketing is a great way to generate leads and grow your practice. One of the best social media platforms that allows advertising available is Facebook.

With Facebook’s 2.7 billion active users, you’re sure to reach people in need of your cosmetic surgery clinic’s services — and at a reasonable price point. The medical industry’s average cost per click (CPC) on Facebook is $1.32 per click, making it a very affordable and flexible option for most clinics’ marketing budget.

Facebook is one of the best places for you to generate cosmetic surgery leads for your practice. If you haven’t been utilizing it already, now’s the time to get started — schedule a complimentary strategy session with OppGen today.

Create a Facebook Business Page for Your Cosmetic Surgery Practice

Before you can start generating leads through either of these means, you need to have a Facebook business page and account set up. Creating a Facebook business page is a very simple process that doesn’t require a whole lot of effort.

You’ll need:

  • Your practice’s name and a description of your business
  • A profile and cover photo
  • A call to action (or CTA for short)

You’ll input all of that information on this page, select the most relevant business category (you can choose up to 3, though “plastic surgeon” should suffice), and that’s it! You officially have a Facebook business page for your cosmetic surgery practice or clinic.

Don’t have time to set up a page? Contact OppGen Marketing to see what we can do for you.

Create Original Content and Share It on Your Facebook Page for Organic Leads

Once your Facebook business page is up and running, you can start sharing content on it. Content can be links to your most recent blogs, photos, videos, podcasts, and other information that you feel is important to share with your patients, both current and prospective.

Sharing original content without boosting it or advertising it through Facebook Ads is free, and it’s a great way to share information about your clinic.

Having a Facebook business page also gives you a useful tool for communicating directly with prospective patients: Facebook Messenger.

Use Facebook Ads to Widen Your Audience

If you want to advertise your services to a wider audience, that’s where Facebook Ads comes into play. You can pay to promote posts you intended for organic lead generation or create an ad from scratch.

With a wide variety of audience targeting tools and options at your fingertips, you’ll be certain to find your target audience and start generating more leads.

Follow Facebook’s Ad Policies

Before you start advertising on Facebook, it would be wise to review Facebook’s ad policies. Having an understanding of how to submit ads and avoiding Facebook rejecting them is a key part of the process.

And if an ad you submitted is rejected, it’s not the end of the world. Take it as a learning opportunity to improve your advertisements, which will help you generate more leads in the long run.

If you’re still struggling to get Facebook to accept your ad, consider enlisting OppGen Marketing’s team of experts.

Personal Attributes

Facebook will reject ads containing anything that implies personal attributes, such as race, ethnic origin, religion or beliefs, age, sexual orientation, gender identity, disability, medical conditions (either physical or mental health-related), financial status, voting status, membership in a trade union, or name. Using the word “other” when it refers to one of these characteristics is also a no-go.

Starting an ad with a question that sounds like it’s in a bad infomercial is almost certainly going to be considered a personal attribute. In general, avoid using “you” or “your” in the ad copy.

For example, let’s say your clinic has worked with patients who are transgender and wanted a form of top surgery. With Facebook Ads, you’re going to be limited on what you can say. You can’t say you’re targeting these audiences in the text — but you can get creative with getting a message out without saying who you’re targeting.

Here are 2 different sentences you decide to write for this ad. One is less likely to be rejected than the other. Which one is it?

Sentence 1: “Are you questioning your gender identity?”

Sentence 2: “Our clinic does breast implants and breast reduction surgeries!”

If you said Sentence 2 is less likely to be rejected, that’s correct! It does not imply that you’re trying to target transgender patients specifically; in fact, it could be applied to women and men in general.

It’ll take some time and practice — and probably a few rejections — before you get the hang of writing ad copy that doesn’t include personal attributes. Just keep working on it, and before you know it, you’ll have it down in no time.

Non-Functional Landing Page

Landing pages are required for all Facebook ads. A landing page is simply a streamlined web page where potential patients will fill in requested information, such as their email and other contact information, so you can contact them to try to get them to come into your clinic for an appointment.

Having a non-functional landing page is sure to result in Facebook rejecting your advertisement. To avoid this, pay close attention to the guidelines Facebook has published about what makes a landing page a good landing page.

Another step you can take to circumvent landing page issues is to hire a reputable marketing agency to create one-of-a-kind landing pages for your practice.

Personal Health

Though Facebook’s personal health ad policy is more focused on weight loss ads, it can still be applied to cosmetic surgery and plastic surgeon ads. For example, ads cannot contain before-and-after images and cannot generate a negative perception in its target audience. However, you can still (and should) use before-and-after images on your business’s Facebook page. 

This means you’ll have to get creative with your visual content, but that’s not a bad thing. This is an opportunity for you to find what exactly it is about your practice that sets it apart from other plastic surgeons and their clinics. Is it the care patients receive? The types of plastic and cosmetic surgeries you offer? The expertise of the doctors there?

Cosmetic Procedures and Weight Loss

Facebook does have a restriction when it comes to advertising cosmetic procedures regarding the target audience. In order for your cosmetic surgery ad to be accepted, it must be targeted to users above the age of 18. 

As long as your audience targeting settings are set to target users 18 and older, there should not be much of an issue here.

Create Ads

Now that you’ve gotten some of the Facebook ad policy basics out of the way, you can start creating ads.

Select High-Quality Images and Videos

Visuals are everything. The text that comes with the images or videos you choose or create will not be what attracts prospects’ attention. It’s the imagery you select. Make sure your images and videos are eye-catching and appealing. Quality matters, and so does the message your chosen images or videos give off. Choose wisely!

Write Ad Copy

Just about every Facebook ad requires written text — even the videos. At the very least, this includes:

  • body text (which is displayed above the visual element of an ad)
  • headline or title (displayed in large text below the an ad’s visual element)
  • description (a brief summary located below the headline)
  • call to action/CTA button (a square button located near the description)

Each of these text-based elements should be unique and support the overall advertisement as a whole. The headline should be short and catchy — something that will make prospects scrolling through their newsfeed to stop and read it. The body text should intrigue prospects to click on the ad. The description can be a brief summary of the body text. The CTA button will have text that you select from a dropdown list. Make sure the CTA text you choose is relevant to the action you want prospects to take. For example, if you want prospects to make an appointment, go with Book Now, Request Time, or Contact Us.

Types of Facebook Ads

One of the advantages of advertising on Facebook is the wide variety of ad mediums you can use. Each ad type has different specifications. Before you create your ad, double-check the specifications in the Facebook Ads Guide. This can save you a lot of time and effort.

Contact OppGen to learn how we can save you even more time and effort with our digital marketing services.

Single image ads

Single image ads are advertisements that contain a single still image. They’ll include the text elements mentioned in the prior section. These ads are fantastic because they offer several different placement options at different price points, making them ideal for just about any budget.

Video Ads

Video ads on Facebook can be actual video footage or a moving image such as a GIF. Even if you’re not an expert in video, thankfully Facebook offers in-app editing and video creation options.

Most video ads on Facebook are 15 seconds long, though they can go much, much longer, capping at 241 minutes. Your video should be able to hold viewers’ attention within the first few seconds of footage, so make sure you start strong before they lose interest and begin to scroll through their newsfeed.

Carousel Ads

Carousel ads can contain up to 10 still images or videos in a slideshow. They display one visual at a time and require prospective leads to either click or swipe through each slide (though you can certainly cut up a very long image and use each part for each slide).

While the single image ad and video options only have one description and link, carousel ads can have descriptions written for each visual used, as well as individual links for each slide.

This makes them a good option for sharing patients’ testimonials (with a line from a testimonial on each slide), presenting information in a more interactive way, or displaying all of your cosmetic surgery options with a link that will go to a corresponding landing page.

Grow Your Cosmetic Surgery Practice with OppGen

OppGen has generated leads for hundreds of medical clinics, including cosmetic surgery practices just like yours. We recognize that not all practices are the same, which is why our marketing program is custom-made for all of our clients. If you want to start generating Facebook leads for your cosmetic surgery practice, you’ve come to the right place.

Contact OppGen today for more information.

09
May, 2019
This Week in Digital Advertising

By OppGen

5/9 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Google Reporting Issues

It’s been reported that Google has been experiencing reporting issues from April 30th through May 1st. Data may appear for these days, but should not be relied upon for reports.

Our Client Success Manager, Zain Khan, and our OppGen Opps team have been monitoring the situation. “Google has notified all advertisers within Google Ads that performance metrics from April 30th and May 1st may be inaccurate, although there are actual performance data available for those dates. They have not specified what exact metrics are affected. This could potentially impact impressions or click data as well as conversion numbers reporting from the platform or API.”

Khan also said, “It will be interesting to look back at performance data from those 2 dates after the issue has been resolved to see what exactly changed.”

Google has confirmed in the blog post that, “This bug impacts reports in all Google Ads interfaces, including any report data downloaded via the AdWords API, Google Ads API and Google Ads Scripts.”

UPDATE: Google has reported that reporting through April 30 has been corrected. Our team will notify clients if we see anything affecting an account. Google Ads is currently alerting users that there is a reporting issue affecting this week’s data. If you have questions about any Google Reporting issues please contact us.

Digital Ad Spend in the US passes the $100 billion mark

A report by the Interactive Advertising Bureau was released on Wednesday stating that digital advertising has surpassed the 100 billion dollar mark for 2018. That’s a 22% year-over-year increase.

Consumers are spending more time online thanks in part to the accessibility of mobile. The report found that mobile represented 65% of total revenue spent. Mobile has been a continuing driver of overall digital growth. Digital video revenue has also seen an increase because of the use of mobile devices. If companies are looking to reach more consumers, digital video is becoming an even more popular place to advertise.

Our internal Opps team has seen growth year-over-year in digital advertising spend and will only see this continuing to grow as we move through 2019.

“All clients are looking to have an established online presence and are interested in growing, especially on DV360 and other programmatic advertising channels.”

Our Senior Analysts have also discussed the changing social media channels “We’ve seen a continuing trend in spending due to a pay-to-play model for business. As organic reach continues to decline, paid advertising will continue to drive more business.”

In search marketing, there have also been changes which have increased ad spend. “Since 2015, the number of paid ads shown on a search engine results page has also increased. This is all done in the name of experience, according to Google. The experience is definitely better for a category, such as shopping where a user finds exactly what a customer is looking for but when it comes to other categories, organic reach may be better.”

We will continue to review the report. Our team will be looking closely at trends in an effort to bring your company the most up to date information on digital advertising.  

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