What are the key components of a high-performance Facebook/Instagram campaign?

Facebook/Instagram and Google are very different beasts. Whereas Google search ad volume is limited by the number of people actually searching for a target term (e.g., "CoolSculpting"), Facebook/Instagram lets you target any user on their platform - a MUCH larger audience. It is absolutely critical that you nail down what group of users your ad is shown to. If the audience is off, you risk running into two issues.

Common Facebook Lead Issues and How to Fix:

1. Users aren't receptive to your ads, so your cost per lead is too high to get a reasonable return.
2. Users ARE receptive to your ads, but they aren't the right demographic and are unresponsive to follow-up

So what are the proper audiences to target? It varies by type of cosmetic procedure. The audience for CoolSculpting is different from that of BOTOX, and even BOTOX audience has a distinct profile when compared to JUVEDERM.

How to Solve the Audience Problem

1. Lookalike Audiences: Facebook has a fantastic feature that allows you to upload an anonymized list of high value existing patients from your practice. Larger practices can leverage this patient list to have Facebook find similar (lookalike) audience members. This shortcut takes guesswork out of figuring out who your best audience is, and saves a ton of time and money testing, but it's still limited in scope. It needs to be combined with...
2. Interest targeting: This is where our secret sauce comes in. We've spent millions of dollars testing thousands of demographic combinations to come up with the ideal audiences types for a wide variety of cosmetic services. There are certainly some basics that ring true: those who visit gyms and value personal appearance are good indicators, but you'd be surprised about what combinations yield the best results.
3. Remarketing: When a visitor comes to your site for the first time, there is a best-case 25% chance they actually contact or call you. Whether that click was paid for (let's say from Google Ads), or they visited directly from a referral, most clicks just simply don't convert on the first visit. Remarketing solves this problem by showing Instagram/Facebook ads to any user, regardless of source, who has visited your website in the past. This type of campaign tends to be the most cost effective (lowest cost per lead) out of any, and is boosted by practices who have a large patient base or get a lot of organic traffic.

Common Facebook Creative Issues and How to Fix:

1. Audiences matter, but creative is especially important. After testing hundreds of stock photos and provider content (images, videos, timelapses, boomerangs) we've determined the best mix of creative for success. All of our providers are given access to a "creative recommendation guide" that shows them how to use their cell phones to record high performance creative in a matter of minutes. We time creative to avoid ad fatigue and make sure visitors aren't just lured in for leads, but are actually entertained and provided value as well.