When it comes to raising awareness about your medical brand, local awareness ads play an important role in that aspect. To create authority around your dental services, you must first acquire any potential patients residing in your local area. And to acquire those patients, local awareness ads do the job right for you. In order to convert patients that are online on the lookout for exceptional medical services such as yours, you must have a local and loyal patient base supporting your medical business.
When it comes to converting local patients by raising brand awareness, running local searches conveys that intent to your potential local patient group and encourages them to opt for your dental services. In order to build your dental practice, choosing local searches to convey brand awareness is a perfect choice as 18% of local searches leads to purchases. By learning how to use awareness ads to promote your dental practice, you can fortify and retain a loyal customer ship with your local faithful patients.
The number one goal for local awareness ads is to target specific audiences, such as your local patient group. This is important because as a dentist, you’re dental practice consists of providing a diverse range of services like:
- Teeth whitening
- Complete exams
- Dental cleaning
Since you offer such different services, you’re targeting completely different markets. For instance, patients who are looking to get a general cleaning checkup might have a different income range compared to those who need dental services for cosmetic purposes such as getting veneers. This is why local awareness ads can become a backbone for your dental practice.
With these ads, you can promote each service to a different income range group and geographical local while highlighting other demographics such as age or occupation. Using these ads to target your local patient audience gives your medical ad campaign a personalized feel and makes certain that you are promoting dental services to those who can afford them easily.
With the importance and benefits of using local awareness ads out of the time, you may be wondering which medical marketing platform is the best for running awareness ads. According to several marketing studies, when it comes to reaching local awareness, running these ads on Facebook is the best approach, since most of your locals are most likely to use Facebook instead of pursuing an advanced search for dental services. Here are the steps to start running your local awareness ads on Facebook to reach more local patients:
In the marketing world, around 3% of people are always ready to choose your dental services. These patients may have toothaches or are in a push to book a cleaning session with you. Aside from that 3%, there are 15% of patients who still need to learn what you are promoting because they don’t know of your medical business’s existence.
While it may be tempting, don’t only focus on the 3%. You need to educate the 15% of patients on why they should book that cleaning session with you. Similar to any other kind of medical marketing, you need to learn your target audience and what drives them to convert to you as a local patient. As a dentist, your target audiences could consist of:
- Patient interested in reading about dental content
- Elderly people
If your patients look for teeth straightening, then their drive is teeth straightening, if there is a bulk of patients looking for pediatric dental services, then their drive is dental services for children. With this research done, you need to decide which types of ads you will run.
For instance, if you’re targeting parents looking for dental services for their children, you may create a video or an infographic showcasing how you or your staff calms children down and ensures they have a friendly experience. If your audience is elderly patients, you can create posts that display the before and after results of a dental service such as dentures.
Now with your research out of the way, you can decide on different types of ads you might want to run for your local patient target groups. After that, you can log in to your Facebook account and begin creating your local awareness ads campaign.
- Open the Power Editor on the marketing campaign pop-up and click “Create Campaign“.
- Name your campaign and select “Local Awareness” as your campaign’s objective and click “Create”.
- Scroll to the Ad Set level to choose your budget, the target audience, and the placements where you want to show your medical ads.
- To localize your ads, enter your business address. You can choose the radius for your targeting within 1-50 miles around where your medical business is situated.
- You can choose ad subsets such as: Everyone in This Location, People Who Live in This Location, People Recently in This Location, or People Traveling in This Location to further localize your medical ad campaign.
Once you are satisfied with these settings, you can proceed with designing your medical ads.
When it comes to designing your medical local ad, you have a few options. You can choose multiple images which are also known as carousel ads and the destination of where your patients will be guided to after clicking on the ad (either your medical Facebook page or your medical site). Local ads look best when their design is simple and straightforward. Despite your medical ad’s design, you need to ensure that you choose the right call-to-actions (CTAs). Some effective ones to include are:
- Learn More: A direct link to your medical site or your medical Facebook page.
- Message Us: An open window to contact your medical business
- Get Directions: Display a map with simplified directions to your clinic
- Call Us Now: Shows contact details via phone
These CTAs generate inquiries, requests, or schedule appointments by prompting patients. An effective medical local awareness ad consists of a benefit-driven ad copy with optimized headlines with relevant images. Once your medical local ads are complete, you can press on activate and you are good to go.
Local medical ads show their worth when you start building a local patient base. They are also not use-restricted as you can also use them to target different patient bases and medical services, which can be extremely helpful for web marketing for dentists. These local awareness ads can increase patient conversions and leads, enabling you to own a medical business that dominates the medical ground and towers over the rest of your competition.