Facebook has numerous marketing opportunities for healthcare staffing companies. Most of which are still largely untapped. The ability to convert traffic into customers or candidates has always been challenging. We certainly don’t want to suggest all of these challenges have been overcome with social media marketing. However, with platforms like Facebook, conversions are becoming more of a reality and much easier to track.
Many healthcare staffing companies we’ve worked with have experimented with running ads on Facebook and have seen positive results. However, many companies are still struggling with understanding how Facebook ads work and what their true value is.
This post is the third in a series titled: 10 Facebook Marketing Tips and Strategies for Your Healthcare Staffing Company. In this post we will provide you with some information on how to create Facebook ads and some tips on getting the most out of these ads for your healthcare staffing company.
Facebook allows you to create ads to promote contests, company events, special offers or even your company Facebook page or corporate website. When you promote an ad on Facebook you have the opportunity to show social endorsements in your ad, making them more personally appealing and relevant to your audience.
For example, if you create a Facebook Event for your company, Facebook users will be able to RSVP to the event directly from your ad. All of the friends of this user will then be able see that this person is attending your event and can access it if they too are interested. Further, if any of these people ‘Like’ your Facebook Page, a story will appear in their News Feed, where his or her friends may also discover your business and event.
- Identify your company goals
- Define your audience
- Set your budget
- Create your ad
- Track the success of your ad
Identify your company goals. The first step to creating successful Facebook marketing ads is to first define what’s most important to your healthcare staffing company. Are you looking to attract new clients or recruit more healthcare professionals? Or, are you simply looking to promote more brand awareness, get more ‘Likes’ on your page, or promote a specific event?
Define your audience. After you identify your main goals, begin next to narrow your focus. Effective ads typically focus on one goal at a time. To do this, it’s important to think about your current audience and the audience you want to reach.
- What is the age group and demographic I’m targeting?
- What is it these people are looking for?
- Where are they located?
- Are there specific topics or themes with which most of these people identify?
From here, begin to tailor your ads to your audience. Create different versions of your ads to appeal to different customer groups. Test different messages and images and see which ones are giving you the best return.
After running these ads for a while you can start to refine the messages, images and calls to action to see what works best with each customer group. You may also start to branch out and try to reach new audiences.
Campaign – An ad or group of ads that share a budget and schedule. After you create your first ad you can create more ads for the same campaign group.
Cost Per Click (CPC) - Campaign pricing where you only pay when someone clicks on your ad. This is the best type of campaign to use when you want to drive specific action on your website or Facebook Page.
Cost Per Thousand Impressions (CPM) - Campaign pricing where you pay based on the number of people who view your ad. We don’t recommend using this campaign pricing option.
Daily Budget – This budget type is set in terms of how much you’re willing to spend each day. Therefore, your budget is up to you. Set a daily budget you’re comfortable with for your campaign. For example, if you know you want to only spend $500 total on your campaign and your campaign will run for 10 days, your maximum daily budget would be $50. You’ll never pay more than your daily budget as your ads stop showing once your daily budget is met.
You might want to start with a small budget of $50 – $100 per day. A budget at this level will give you enough data to measure what’s working and what is not. As different ad group start working increase your budget for these ads and lower it for the groups that aren’t performing.
Lifetime Budget - A Lifetime budget works at the campaign level and is similar to daily budget. However, instead of entering an amount to spend per day, you enter an amount to spend over the campaign’s lifetime, over a specific period of time.
Max Bid – This is the maximum amount of money you’re willing to pay per click on your ad. This bid helps determine the location placement of your ads against people competing with similar ads. Facebook suggests a bid based on your targeting options. You always have the option to set a different bid by selecting the advanced mode.
Finally, before setting your budget it also helps to assign values to conversions based on your goals. For example, if your goal is to get new healthcare professionals to fill out your application assign a dollar value to that conversion type. Do the same if your goal is to get new people to ‘Like’ your page. By assigning dollar values you can more easily measure if your ads are paying off.
Create your ads. Facebook allows you to create both image and text based ads. Visit the Facebook Ads creation tool and you can get up and running in no time at all. Remember, the key value of Facebook ads is that you can target people by numerous variables that no other advertising platform can provide at this scale. That means you can create an ad that only gets displayed to Facebook users who live in particular cities, of certain age groups, male/female, education, work and have indicated certain likes and interests.
As you change your target demographic preferences, note that the total number of people who might see your ad changes over on the right hand side. This number can be overwhelming and large numbers aren’t necessarily what you’re looking for. To get the most impact it’s best to target your ad to a small, focused audience – while making sure that the group is large enough to have a positive impact.
When designing your ad you’ll need indicate the following:
- Destination URL – Enter the web address you want your ad to link to. This could be a specific page on your company website or your company’s Facebook Page, game, application, event, or group.
- Ad Title – Use something that will grab people’s attention! You only have 25 characters, including spaces, in which to do this so get creative.
- Ad Body Text – You only have 135 characters, including spaces, to describe what you’re promoting. Be sure to always include a call to action for the specific thing you’re hoping the user will do – Buy Now!, Sign Up Here, Like Us!
- Make good use of images. Use images that are clear, easy to spot and directly related to the content of your ad.
When designing your ad, remember your marketing goals and be sure to tie the ad creative in to support these goals.
Tracking – Responder Demographics. Once you start running your ads on Facebook it’s important to track their performance. After your ads are running you’ll be able to access the “Responder Demographics” report. By reviewing this report you can determine what demographics are responding most to your advertisements. This will help determine which ads are working on what groups and what, if any, changes you should make to your ad campaigns.
New Facebook ads. Last week, Facebook released a new ad type called “sponsored stories.” The goal of this ad type is to pull content out of members’ posts for use in advertisements that will appear on their friends’ Facebook pages.
The goal of these ads is to spread brand awareness virally. The ads draw on Facebook’s “like” and “check-in” features, which people use to comment on businesses, websites, events, products and other items they interact with throughout their day. Facebook plans to pull content from these user actions to display in “sponsored story” segments that will show up on the site.
These new ads will present new opportunities for healthcare staffing companies marketing on Facebook. You’ll want to encourage people to “check in” on your company pages when they visit you and also speak well of you when commenting and Liking your Facebook page. All the more reason to be monitoring your brand on Facebook!
The opportunities for marketing your healthcare staffing company on Facebook are endless. Creating successful ads and tracking the results is getting easier on the platform all the time. And, perhaps best of all, you only pay for actions taken on your ad. There’s no reason to wait to run Facebook ads at even an experimental level. If you have questions or would like assistance with creating and/or managing a successful Facebook ad campaign for your healthcare staffing company contact Staffing Robot today and we’ll help you out!