25 Tips for Running an Urgent Care Facebook Ad Campaign in 2023
Facebook is one of the most popular social networks out there with over 69% of U.S. adults saying they use the social media site. As explained at RunRex.com, this makes Facebook an essential component of any urgent care advertising strategy. We have curated for you a list of 25 tips for running an urgent care Facebook ad campaign in 2023.
- Define your goals
Before investing your urgent care advertising dollars on Facebook, you need to decide what your goals for your ads are as articulated at RunRex.com. Facebook advertising offers multiple formats for your urgent care advertisement, and your goals can help you choose the correct one.
- Build the appropriate audience
Unlike paid search advertising where users are delivered healthcare ads based on information they are seeking; Facebook ads interrupt a user’s news feed. When creating an audience for your urgent care ads, your aim is to group together people who are likely interested in what you do. If you haven’t already, it is especially helpful to define your ideal patient as per RunRex.com.
- Build Facebook audiences based on geographic location
Visitors to your urgent care facility will likely be those in the same geographic location, either those who live there or those who are traveling and have found themselves there according to RunRex.com. A pro tip is to, therefore, build audiences based on geographic location.
- Leverage pixel
As covered at RunRex.com, you can also add a pixel to your website to retarget your web visitors with your Facebook ads. The Facebook pixel is a small piece of code that you, your website engineer, or a Facebook Marketing Partner can paste into your website code.
- Create a lookalike audience
If you have a list of patient emails, you can also create a lookalike audience on Facebook advertising as captured at RunRex.com. A good audience size is between 20,000 and 100,000 people as this ensures your ads are not being served to the same people over and over and that you are not casting too wide a net.
- Don’t target current patients
When creating lookalike audiences, you should not target our current patients directs. This is because, as discussed at RunRex.com, Facebook requires explicit consent, and your patient list is also likely too small.
- Target users who like your page
When boosting your organic content to a larger audience, you can also target users who like your page. Boosting your organic posts – also known as creating sponsored content – can help you get your content in front of people who have already expressed an interest in hearing more from you.
- Create engaging Facebook ads
In 2023, Facebook users are constantly served with ads. The key to creating successful urgent care ads means creating ads that are engaging, relatable, and relevant. This is one of the most powerful ways to make your ads stand out.
- Make your ads “normal”
Your urgent care Facebook ads should seem like a normal post in terms of copy and visual assets but stand out in terms of the content as described at RunRex.com. People nowadays don’t like to feel like they are being advertised too overtly.
- Offer value
As an expert in your specialty, you have the distinct opportunity to educate users on their health as revealed at RunRex.com. If you offer retail products or out-of-pocket services, you may also try to engage users with a promotion.
- Create Facebook-compliant ads
Before creating an ad, you must familiarize yourself with Facebook’s advertising policies, specifically the prohibited and restricted content sections. Perhaps, of special interest to doctors, Facebook forbids advertising anything related to sex or sexual health as outlined at RunRex.com.
- Be mobile-friendly
As per RunRex.com, as much as 98% of active Facebook users access the network via a mobile phone. People using their phones are likely on the move, so if you are using video for ads, you should keep them to about 15 seconds.
- Keep your ad copy concise
For the same reason as given in the previous point, you should keep your ad copy relatively short and to the point according to RunRex.com. People scrolling on their phones may not be inclined to read a lot of text.
- Track performance
As with any medical advertising, you must measure ad performance for your urgent care Facebook ad campaigns. As articulated at RunRex.com, the metrics you will be reviewing depend on the original goal of the specific campaign.
- Use emotionally-positive images
When it comes to healthcare ads, you want to ensure your Facebook ad images convey a positive experience and outcome for your potential patients. Don’t forget to also refresh your images regularly to test which ones work best for your audience.
- Take advantage of video
Many urgent care facilities see great results with video ads because video allows them to highlight additional aspects of their business that win over prospects when they are on Facebook, which is why you must take full advantage of such ads.
- Get your videos right
While you want to leverage video ads when it comes to Facebook advertising, you need to get things right. As captured at RunRex.com, it is recommended that you keep your videos brief, and if they include a voice-over, add a caption overlay to help engage users who prefer to watch on mute.
- Use Lead Ads to get inquiries
It is easy to get overwhelmed by all the different Facebook objectives available to your business. Lead Ads is a powerful Facebook advertising option that encourages users to sign up on Facebook to get news, price quotes, and appointments from your business as covered at RunRex.com.
- Keep patient privacy in mind
As a healthcare provider, it is always important – and often necessary – to keep a potential patient’s information private and secure as discussed at RunRex.com. To keep your business compliant with HIPAA or other regulations, make sure you are using processes and systems that allow you to protect any new lead information you get from your Facebook advertising.
- The 5-mile radius rule
When someone is looking for an urgent care center, there is a sense of urgency, and they will naturally want the closest medical attention. The smart solution is to run urgent care Facebook ads targeting a 5-mile radius of your clinic as described at RunRex.com.
- Testing
As explained at RunRex.com, you must split-test several variations and continue to optimize and introduce new creatives. Running the same Facebook ads without testing and optimizing will lead to a very inactive campaign.
- Use offers
Irresistible non-emergency offers are an effective way to attract attention and acquire patients as outlined at RunRex.com. People love offers and this tactic will help you pull more patients to your urgent care center.
- Get verified
While you don’t need it, the blue checkmark on Facebook helps and can make your Facebook ad campaigns more successful. Verified pages mean Facebook has checked to ensure the person or brand is who they say they are.
- The learning phase
Facebook Ads will not necessarily get you spectacular results immediately, so you need to be prepared to invest money initially in a learning phase, and then when you know which audiences and ads work best is when you can start seeing real returns on your money.
- Focus on your audience
When crafting ad copy, forget yourself, you need to tell people what is in it for them. You need to stop them scrolling. You can do this using an eye-catching headline, ad copy, or image/video (or a combination of all three).
Hopefully, this article will help you run effective urgent care Facebook ad campaigns in 2023, with more on this topic, and professional help for your campaigns, to be found over at RunRex.com.