Is there a place on Facebook for Opticians who wish to market their businesses? If yes, what are the optimal settings in terms of audience targeting? How can opticians maximize the potential of their Facebook Ads campaigns? Hi, my name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Facebook Ads, Google Ads, and remarketing. I have been doing this for over a decade. In that time, I have helped countless opticians turn Facebook into their go-to place as far as audience acquisition is concerned. In this article, I am going to;
- Show you why there is a place in Facebook Marketing for Opticians.
- Teach you how to create the first Facebook Ad for your Optician business.
Why Opticians Should Start Advertising on Facebook
One of the questions that I get from people who approach me for marketing consultations is; is there a place on Facebook for Opticians? Is it the right platform on which to market their business? To be fair, that’s a common question, particularly for small businesses. Whether you are a Kindle Publisher or producing Podcasts, the general belief appears to be that Facebook Ads are for big, well-established entities. However, that’s hardly the case. I recently wrote an article on Facebook Ads for Kindle books. So, if indies can advertise on Facebook, there is really nothing stopping opticians from doing the same. In fact, Opticians stand to benefit from creating and running Facebook Ads for the following reasons; Facebook is a huge meeting place. It brings together people from across the globe. If you are an optician, it’s going to be quite easy for you to find your target audience on Facebook. They are already there. All that you need to do is to learn how to find them from within the other 2.6 billion monthly active Facebook users.
With Facebook Ads, you can define and zoom in on a target audience that’s particularly suited for your business. Facebook knows a lot about its users. People generally tell the platform a lot about their daily lives. As an example, Facebook knows what you like and what you don’t like. Opticians can use this information to target the right kind of audience. It’s not that difficult to create your own Facebook Ads. In fact, that’s what I am here to do; to teach you how to create your first Facebook Ad for your optician business. Of course, you need to be patient. Facebook Marketing has lots of nooks and crannies. You will not be able to understand everything at once. And if you don’t have the time, feel free to get in touch with me. Facebook Ads are what I do on a daily basis. It’s affordable to run Facebook Ads. Even small players can afford it. So, the cost is not an excuse here. Most people want to compare Facebook Ads with Google Ads in terms of cost. The truth is, Facebook Ads do tend to be cheaper than Google Ads. And you get a better CTR and conversion rate. So, this is the best platform for opticians who are looking for new customers.
Steps to create the first Facebook Ad for your Optician business
Facebook Ads are created in Ads Manager?
It’s clear based on the above that if you are an optician, Facebook is the place to be as far as marketing your business is concerned. This sections shows you how to create your own Facebook Ads. I place particular emphasis on audience definition. That’s important if you want your ads to succeed. The first thing to note is that Facebook Ads are created in Ads Manager. The process of composed of the following steps;
- Choosing a Campaign Objective
- Defining your Audience
- Creating and launching your Ad
Choosing a Campaign Objective for your Facebook Ads
For opticians, the broad objective when creating Facebook Ads is to get more clients. There are many ways through which you can approach this goal. Facebook provides 11 campaign objectives that can be used by options when creating ads. Note, however, that each campaign can only have one campaign objective. So, it helps to be clear on how you are going to approach each campaign. The following are the Facebook Ads Campaign Objectives;
- Brand awareness
- Lead generation
- Catalog sales
- Store visits
- App installs
- Video views
Which one should Opticians use?
Facebook Ads Marketing for Opticians
There is really no hard and set rule when it comes to choosing a campaign objective for Facebook Ads for your Optician business. It’s all depends on what you wish to achieve. You could, as an example, go with Brand awareness. Perhaps you have just opened up a practice in a new area and you wish to reach out to potential customers. This is what we are going to go with in this example
You could also go with Messages if you wish to directly start interacting with your prospects. Perhaps you have created a short video promoting your practice; in which case video views would be the ideal Facebook Ads campaign objective. Or maybe you wish to direct traffic to a landing page. In that case, Traffic would be the best campaign objective for your Facebook Ads.
Defining your target audience in the Ad Set
Defining your target audience is the second step when creating Facebook Ads for Opticians. It’s actually one of the most important steps within the entire process. Your target audience should be composed of people who are interested in what you have to offer. Otherwise, your ads are going to be wasted on the wrong type of audience. Facebook provides you with a number of audience definitions and narrowing tools. You can find these in the Ad Set. After choosing a campaign objective, click on “Create.” In the Ad Set section, click on “New Ad Set” to get started. The following are some of the settings in Ad Set that you can use to define your target audience;
- Detailed Targeting (Demographics, Interests and Behaviors)
Where do you wish to have your Facebook Ads delivered
What’s the Geographic reach for your Optician practice? From how far do you get your audience? You will discover that these are crucial questions. The majority of businesses in the world are rather localized. They get their audiences from only so many miles around their physical locations. Some businesses, on the other hand, have a wider reach.
For opticians, your reach is probably only going to be restricted to the town or city in which you operate. For this example, we are going to go with 25 miles around your location. Of course, you know your business best. Choose the location settings that’s most in sync with how you operate. When you choose your location, it means your ads are only going to be displayed in this area.
For this example, we are going to assume that we operate an Optician business in the neighborhood of West Paces Ferry, Atlanta, Georgia. We want to target people living in this area. You have the option to also target people who have recently been in this area.
Here is another useful tool that you can use to define your target audience when creating Facebook Ads for your Optician business. Again, you will need to set this depending on the age ranges for your normal customers. For opticians, you could conceivably run various kinds of campaigns. Perhaps you wish to target people who are over 5. Or you could target all age ranges. It all depends on your particular goal for that particular campaign. For this example, we are going to target people from 18 upwards
Which genders are you going to target with your Facebook ads? When creating Facebook Ads for opticians, there is probably no reason to choose one gender over others. However, there are some businesses whose products are gender specific, in which case this setting would really be useful.
Perhaps you are running a campaign targeting Spanish speakers or French speakers. This setting allows you to do that. If you choose one language, it means your ads will only be delivered to people who have stated on Facebook that they speak that particular language.
The detailed targeting section uses demographics, interest and behavior to narrow down on a target audience. This is really where you zoom in on the people that you wish to target with your ad. Everything above has been rather general. We have chosen both men and women in West Paces Ferry, Atlanta, Georgia who are between the ages of 18 and above. That’s a good definition, but it’s still too broad. This section allows you to do so. When creating Facebook Ads for Opticians, you can narrow down on your target audience by targeting the following groups;
- Those that have liked pages to do with colored contact lenses
- Those that have shown an interest in pages to do with contact lenses
- Others who have liked pages run by eye care professionals
- Those that have liked pages to do with Glasses
Budget and Schedule
Running Facebook Ads for your optician business is affordable, as we have already noted. The budget and schedule section in the Ad Set allows you to define how much you are going to spend in your campaigns. By default, Facebook will run your Ad and will keep deducting money from your credit card till you tell them to stop.
It’s much better to define your budget beforehand. That way, you wont have budget overruns. One way to do is by defining a start and stop date for your campaign. You also need to define a daily budget. How much do you wish to have Facebook spend each day on your ads? Another way of keeping a check on your spending is by defining a total budget for your campaigns.
Creating the Ad
When done setting up your audience, click on New Ad at the top of your screen to start creating your Facebook Ad. This is the final step when creating Facebook Ads for Opticians. It’s clearly a very important steps, because the Ad is what people see in their Facebook feeds. So, it needs to be good. The major challenge in this regard is that people on the Social networking platform do not really have the patience to try and decode a poorly made copy.
You only have a few seconds in which to impress them. So, this should be used effectively. If you are creating a video ad, you only have about 15 seconds in which to make your point. And if you do things wrong, they will leave within 3 seconds of clicking on your video. For starters, you don’t need to be complicated. In terms of formats, you can create a Facebook Ad for your optician business in the following formats;
- Single picture
Where do you get your pictures and videos
You can see our completed ad in the above screenshot. When creating your ad, there are some sections that you will need to fill out. Please note, however, that each instance will be different depending on your Chosen Campaign Objective. However, the following settings are universal;
Here, you need to make sure that you are putting forward your best copy. This text appears at the top of your ad, as you can see in the example above. It’s role is to convince people to click on your ad. If you present lame copy, that could very well adversely affect the performance of your ad.
You will also need to input a landing page. This is where people who click on your ad will be taken to. It’s better to make a landing page specifically for a campaign. That way, the page will be geared to convert your leads. If you use a generic landing page, your conversions could very well be low.
Facebook Pixel is wonderful. Okay, so it can be annoying from the point of view of the prospect, but for businesses, it represents a huge well of potential. Remember I noted at the top that I do remarketing? This is what I am talking about here. Pixel essentially tracks visitors to your site.
It notes what they are interested in on your site. Then when they go to Facebook, they are shown ads that relate to those interests. Thus you get the chance to further convince people who may have been a bit doubtful about buying from you.
Hope this article will get you well on the way to creating your first Facebook Ad for your Optician business. Let me repeat that this is a very long process but it is doable. And if you would like help getting started, don’t hesitate to reach out to me. I have come up with a Facebook Ads Setup Plan that should help you get started advertising on the platform.
How it works is you sign up and I do all the hard work for you in terms of getting set up. I also make 2 live ads for you and a landing page. Once that’s done, you essentially take over your account. This way, you don’t have to flounder around in there trying to determine what is what. I help you with your initial audience targeting and you will have an easy time going from there.
Facebook Lite Plan
Great for service-based businesses* that want ‘leads’ from Facebook. Each lead will have a Name, Email, & Phone Number.
$750 One-time Setup
- Define Your Ideal Target Audiences
- 1 Facebook Ads Lead Generation Campaign
- 1 Facebook Ad Set That Will Target a Desired Audience
- 2 HIGHLY Relevant Ads For Your Ad Set. We Will Write Your Ad Copy.
- 1 Zapier Integration.** Each Facebook lead will automatically be emailed to you.
Facebook Standard Plan
Get people to a landing page to collect leads, or increase engagement, or get messages on Facebook Messenger, or promote an event, etc.
$999 One-time setup
- 1 Facebook Ads Traffic, Brand Awareness, Reach, Video Views, Post Engagement, Page Likes, Event Responses, or Messages Campaign
- 1 Facebook Ad Set That Will Target Your Desired Audience
- 2 HIGHLY Relevant Ads For Your Ad Set. We Will Write Your Ad Copy.
- 1 Landing Page (if needed)
- 1 Pixel Installation to Track cost-per-lead
Facebook Advanced Plan
Great for companies that already have traffic coming to their site. Includes a remarketing campaign using Facebook Pixel.
$1250 One-time Setup
- 1 Remarketing Campaign
- 1 Custom Audience (People who visited specific web pages)
- 1 Ad Set
- 2 HIGHLY Relevant Ads For Your Ad Set. We Will Write Your Ad Copy.
- 1 Pixel Installation to Track cost-per-lead or cost-per-sale
- We’ll use one of the following Campaign Objectives: Brand awareness, Reach, Traffic, Video views, Lead Generation, Post engagement, Page likes, Event response, Messages, Conversions.