Are Facebook ads the way to go as far as marketing for your Cosmetic and Beauty Clinic is concerned? The answer to that is a massive yes! Across the world, many businesses in the same industry have been boosting their sales by as much as 48% through the power of Facebook Ads.
Table of Contents
- Why Cosmetic and Beauty Clinics need to start advertising on Facebook.
- Important tips before getting started.
- Creating your first Facebook Ad.
Why Cosmetic and Beauty Clinics need to Start Advertising on Facebook
Today, many Cosmetic and Beauty clinics that wish to reach the right audiences do so by advertising on Facebook. Did you know that over 80 million people on Facebook are interested in cosmetics and beauty?
The platform is, therefore, one of the best hunting grounds in today’s operating environments. But why should Cosmetic and Beauty Clinics bother with Facebook Ads? The following are some of the reasons;
Facebook is massive, making it easy to find your Target Audience
Today, over 1.7 billion people use Facebook on a daily basis. Those figures continue to grow. You can see the current statistics in the graph below from Statista.
Find more statistics at Statista
If you go through this article, you will notice that I have produced quite a number of articles on Facebook Ads Marketing.
Truth is, Facebook Ads will work for almost any business that’s out. That includes Kindle publishers, Shopify stores, Attorneys and many others. Whatever your gig, you will be sure to find the right audience on Facebook.
Facebook Ads are affordable
Affordability is a major concern when it comes to digital marketing. That’s particularly the case for small businesses that do not have unlimited marketing budgets. The great thing is that Facebook Ads are really affordable.
You can get started for as little as $1. For that amount, you will be able to boost a post or to create an ad to reach hundreds, if not thousands of people. So, this is the way to go for those that have limited budgets. And Facebook Ads are cost effective. They get your more bang for your buck.
Facebook Ads can be highly targeted
The importance of proper audience definition and targeting in digital marketing can never be overemphasized. What you don’t want to do is to have your ads delivered to an audience in Uganda when you have absolutely nothing to do with that country.
Fortunately, Facebook provides advertisers with a raft of tools that enable them to reach out to the right audiences at the right time. It means your ads will have a better chance, comparatively speaking, of converting people.
It’s not difficult to run your own Facebook Ads Marketing Campaigns
The cost of advertising on Facebook includes the amount that you are going to have to fork out as payment to an agency to do the work for you. Admittedly, most people will be cool with doing that. But if you are on a budget, you may be looking to take over some of the work.
The rest of this article is dedicated to showing you how to do it. Running your own Facebook Ads marketing campaigns is not that difficult. You just need time and perseverance. And if you prefer, I can set up everything on your behalf. From there, you can start running your own campaigns.
Important Facebook Ads Marketing Tips
This section is intended to put you into the right frame of mind to get the most out of your Facebook Ads. Of course, you can do like most people and simply take the plunge. However, that is likely to give you a rather limited amount of success.
Let me be frank with you; quite a number of businesses have been going the Facebook ads route over the past few years. However, for many, performance has been rather dismal? The reason why? Well, it’s all down to poor planning, of course. Anyway, here are the tips to help you get the most out of Facebook Ads;
Be clear on your Goals
What is it that you wish to achieve through your Facebook advertising campaigns? That’s a question that you need to ask yourself right at the onset. Knowing exactly what you wish to achieve makes life easier for you when formulating your Campaigns. The following are possible goals when doing Facebook Ads Marketing for Cosmetic and Beauty Clinics;
- Perhaps you wish to create brand awareness. That would be useful if you have just established yourself in a particular area. The aim is to get the word out about your business.
- Maybe you wish to get traffic from Facebook to your website or to a landing page.
- You could also be looking to generate leads.
- It’s also possible for businesses to pay to boost posts. I will talk more about boosted posts below.
Be clear on your Target Audience
I have already noted that Facebook has a better success rate than other digital marketing platforms because ads can be highly targeted. But highly targeted at whom? That’s something on which you need to decide before you even start creating your Facebook Ad.
Take advantage of Remarketing via Pixel to reach relevant audiences
Remarketing on Facebook happens via Pixel
Advertising on Facebook can be like taking a blind leap off a cliff. There is every chance that you will miss your target. You can, however, improve your chances of performing well by having your ads delivered to a relevant audience.
There are many tools that are available to you in this regard. One such tool is Facebook Pixel. Pixel is how Facebook does remarketing.
For those that are not in the know, remarketing involves taking note of a person’s interest on a particular website. When that person moves to other sites, they are shown ads related to their interests on the first site.
With Facebook, you are required to install a piece of code that tracks what people are doing on your site. When they go to Facebook, they are shown ads containing the products and services that they were interested in on your site.
Let’s assume that a person that landed on your site organically was interested in one of the services offered by your cosmetic and beauty clinic. Maybe they were interested in getting their eyebrows tinted. But instead of booking an appointment, they subsequently left without taking the desired action.
With Pixel, you can literally follow that person to Facebook, where they will be shown ads trying to get them to book to have their eyebrows tinted.The ad is based on their specific interest on your site.
Doing this gives you a second chance to convert that individual. In fact, remarketing has the effect of boosting conversion rates for businesses by as much as 400%. That’s a lot, considering that the average eCommerce conversion rate stands at around 2%.
Entice your target audience with offers
One of the major challenges with Facebook Ads is that people do not go to the platform to buy goods and services. They go to Facebook to chat with friends and family, and to watch the latest funny videos from around the world.
They also go there to share the latest bout of fake news. With such important things on people’s minds, you have a hard time trying to get their attention to your ad.
One way of making yourself highly visible is through the use of promos and offers. Maybe you can offer people 20% off on some form of cosmetic treatment. Make your offer irresistible and you are likely to break that barrier preventing people from seeing your ads.
And you need not worry about undermining your profit margins. Facebook Ads Marketing for Cosmetic and Beauty Clinics has to be done with a long term view in mind. People who visit your clinic today are likely to keep coming back well into the future. So, you have the chance to redeem your initial investment then.
Create a landing page designed to capture the leads that you generate on Facebook
I have been doing this for a long time, and one common mistake that I notice is from people who use their home pages as landing pages for their ads.
Let’s say you have lured people on Facebook using a discount offer. If these people are then taken to your home page where nothing is said about the promo that you are running, chances are high that you will lose these potential customers.
What you need to do is to create a landing page that’s specifically designed to compliment your Facebook Ad. In this case, your landing page should be designed to help people sign up to take advantage of your offer.
Creating your Facebook Ad
Hopefully, these tips will help turn your Facebook ads marketing venture into a success. In this section, I will show you how to create your own Facebook Ads for Cosmetic and Beauty Clinics. Facebook Ads are created in Ads Manager. The process of creating them is composed of three broad steps;
- Choosing a Campaign Objective
- Setting up an audience for your Ads
- Creating your Ad
Choosing a Campaign Objective
Choose a Campaign Objective for your Facebook Ad
In Ads Manager, the first thing that you need to do when creating Facebook Ads for Cosmetic and Beauty clinics is to choose a Campaign Objective. But what is a Campaign Objective in Facebook advertising? Well, a Campaign Objective can be thought of as the definition of your overall goal for each Campaign.
Please note that you are not restricted here. Facebook provides you with 11 Campaign Objectives. Each Campaign can only have 1 Campaign Objective. However, you can run various Campaigns with different objectives. The following are the 11 available Campaign Objectives for Facebook Ads;
- Brand awareness
- Lead generation
- Catalog sales
- Store traffic
- App installs
- Video views
Which one should I use?
If you are have been wondering which Campaign Objective to choose when doing Facebook Ads Marketing for Cosmetic and Beauty Clinics, then my answer to you is, you need not worry too much here. Presumably, you had already taken my advice given at the top about being clear on what you wish to achieve.
For this example, we will go with Traffic as our Campaign Objective. That’s because we wish to have people who click on our ad taken to a landing page, where they can sign up to take advantage of our discount offer.
Other possible Campaign Objectives in this case are Brand awareness and Reach. You can also opt for Video views if you have created a kickass video ad.
Setting up your Target Audience
In reality, it should take you only a minute or 2 to choose a Campaign Objective. The real work begins when you head over to the Ad Set. This is where you get the tools to define and refine your target audience. I have already noted the importance of knowing who you wish to reach.
You can Target a Pixel generated Audience
If you really wish to get the maximum amount of success for your ads, you should consider using a Pixel generated Audience in your ads. That’s composed of people who have already been to your website and who have already shown an interest in one or more of your services.
So, you will have an easier time converting such people. They already know about your business. It’s different from striking out in the dark by creating an entirely new audience. In that instance, your chances of success are not as high.
Creating a new Audience
Not everyone will have Pixel running on their website. Of course, you can also target custom audiences composed of people who relate to you in other ways, such as those that have liked your Facebook Page.
You can also choose to create a completely new target audience for your Facebook Ads. If you go down this route, the good news is that you get a raft of tools that are designed to ensure that your ads get delivered to the right people;
Set the Target Location(s) for delivery of your ads
Location is the first tool that you can use to define your target audience when doing Facebook Ads marketing for cosmetic and beauty clinics. Where are people that you wish to target with your ads located?
Cosmetic and beauty clinics are, it has to be said, highly localized. What it means is that your reach as a business only extends so many miles around your physical location. For the particular type of business that we are talking about here, this reach can be from zero to around 10 miles.
That’s how far people will probably be willing to drive for your services. Of course, if you are good, that reach can be broadened further. But you will still be limited.
It pays to use the location setting to restrict delivery of your ads to your area of influence. Otherwise you will be wasting your ads. For this example, we will assume that our beauty clinic is located in North Miami Beach, Florida.
You can also target people based on their age. To get back to our example, we will be targeting people 18 and above.
Which genders frequent Cosmetic and Beauty Clinics the most? Mostly women, of course. So, it will be rather useless for you to target men with your ads. They are unlikely to be interested in what you have to offer. The gender setting is, therefore, important in this particular case.
It’s also possible to target people based on the language that they speak, or to exclude others who speak a particular language. For this example, we will ignore that particular tool.
Use the Detailed Targeting section to zoom in on your audience
In the Ad Set, the Detailed Targeting section is where you really zoom in on your target audience. The audience that we have defined so far is a bit too broad. If we run with it, we are unlike to achieve the results that we are looking for.
It’s important to be as narrow as is possible, and you can do that through the Detailed Targeting section. This section uses Demographics, Interests and Behaviors to get your ads delivered to the right people.
Remember that Facebook knows a lot about its users. As an advertiser on the platform, you can take advantage of this knowledge to clearly define your audience. For this example, we will target people with the following interests;
- Beauty clinic
- Beauty makeup
- Fashion and makeup
- Health and beauty
Budget and Schedule
How much should you spend on Facebook Ads for your Cosmetic and Beauty Clinic? How much are you willing to spend? I have already noted that advertising on Facebook can be very affordable. You can get started for as little as $1.
Keep control of your Facebook Ads spending
One thing that you need to do is to retain control of your spending. You do that by setting start and end dates for your Campaigns. That way, you Campaigns won’t be open ended. If you leave things open, Facebook will just keep on running your ad and deducting your money even when you wish to have the thing stopped.
Creating the Ad
The final step when doing Facebook Ads Marketing for Cosmetic and Beauty Clinics is the creation of the Facebook Ad itself. Noteworthy is the fact that the ad is what people will see.
They won’t see any of the preliminary work that we have just been doing so far. So, your ad needs to be good and catchy. We have already suggested the use of an alluring offer to get people to visit your clinic.
Facebook allows people to create video ads, ads that are composed of a single image, and carousel ads. With video ads, you only have up to 15 seconds in which to make your impact.
Facebook advises against going beyond that limit. Remember, people are not on Facebook to buy. Your time to convince them is limited and you need to make it count.
Facebook Ads Marketing is a vast topic. Nobody is ever going to be able to exhaust everything in one goal. Complicating matters is the fact that each ad can have a completely different trajectory, depending on your chosen Campaign Objective.
As an example, if you go with Catalog Sales, which is mostly for eCommerce, you would have to create and upload a catalog for use in your ads. Anyway, you can learn a lot more about advertising on Facebook by signing up for my Facebook Ads Mini Course using the form below!