Navigating the Regulatory Landscape on Facebook
Services and product ads on Facebook are an increasingly popular ways to advertise your brand. Whether Facebook ads are right for your brand will depend largely on your offering and audience – does it make sense to target your ideal audience with your offer through Facebook? If so, you’re in the right place.
In the health and healthcare space, Facebook has some regulatory specifications that prevent the advertising of:
- Medical cannabis
- Unregulated supplements
- Controversial topics
- Before/after content in health ads
Lastly, any type of health advertising must be geared toward users ages 18 or older.
Creating a Great Ad
There are two ways to beat the competition: by creating effective, high-converting ads and with your bidding and optimization strategies. When it comes to creating great ads, there are a few best practices you should follow. One key way is to have multiple ads in rotation to understand what resonates best with your target audience. Facebook’s ad specs guide will give you all the details you need to follow to format your ads correctly.
Your image or video content should be relevant to your audience and offer – Facebook ads for generating leads should follow direct response principles and not “clever” branding video or ad ideas. While these types of ads can be entertaining, they’re less relevant and impactful. In a space like Facebook, you’ve only got a couple of seconds to make an impact, and your ads should make the user act – not think. Better to have them click the ad than scroll along and forget about it. To do this, you need to craft a compelling headline that will create interest or curiosity. Your link and link description should also help carry the load – make these highly relevant to your keyword or call to action. When it comes to the ad copy for an image ad, expound on the benefits here. Give the user the “what’s in it for me?”
If you’re building out video ad content, here are a couple of additional strategic suggestions.
Facebook recommends including audio, but your ads should be consumable without audio as many users will read your video text without clicking to enable the audio.
Keep your video messaging tight and focused following the same conventions as previously mentioned here.
Your call to action or final frame should push the user to take action.
Creating Audiences & Targeting on Facebook
The best way to structure your Facebook ads account is by using a laddered approach. Each campaign should have one goal – so consider setting up campaigns for your different funnel stages – awareness, consideration, conversion. Within each campaign, you can create multiple ad sets. Map each ad set to your different audience segments. This could be based on location, interest or custom audience parameters. Next, you can then build out your individual ads within each ad set.
Bidding & Optimization for Facebook Ads
When you’re creating your budgets for each campaign, keep this in mind – there are some campaigns that make it harder to modify the budget. For all campaigns, you can toggle campaigns on and off, however. You can choose to allow Facebook to automatically bid for clicks or you can set your bid caps manually. You can also set up daily caps and lifetime caps for your campaign – but again, you have to do this upfront.
You can also set up your ad schedule so that you’re in control of when your ads display. This is a great thing to optimize once you’ve got some data – you can set Facebook to deliver during times when you’re getting the best results and to turn off during times when results are poor or too expensive for your budget.
There’s also standard vs. accelerated delivery. Standard is exactly what it sounds like – your ad spend will be utilized throughout the day and across the campaign lifecycle. In accelerated mode, Facebook will spend your budget as quickly as possible.
Lastly, Facebook will allow you to define the goal you’re interested in – link clicks, impressions, app installs, conversions. Concrete metrics like link clicks may command higher CPCs, but they are providing actual value through results. Impressions don’t guarantee any real substantive ROI, so focus on optimizing your campaigns for metrics that matter.
CTA: If you’re working on Facebook marketing for your telehealth brand, send me a note and let me know how it’s going for you. If you’re looking for help with leveraging the Facebook platform let me know and we can chat to see if there’s an opportunity for me to help.