When it comes to filling out your drug rehab marketing strategy, one tool you should take advantage of is Facebook Ads.
Facebook Ads for addiction treatment is a great option for finding high-quality treatment leads. Advertising your treatment center on Facebook is the best method you have at your disposal for generating addiction treatment leads that convert at a high rate.
When it comes to Facebook Ads, it’s all about strategizing who your campaign will be delivered to.
The most important factor (even more so than ad copy or call to action) is the audience that you target. Facebook uses a metric called relevance score to determine how much you will pay for impressions and clicks, so it is imperative you use a highly relevant audience.
Interested in learning more? Here’s a basic strategy that has been proven effective for generating addiction treatment leads.
Step 1: Decide what type of campaign you want to run
Before we dive in, make sure that you have a Facebook business manager account. If you don’t have one, click here to create one.
Since the purpose of your ad campaign is to generate leads, there are three types of campaigns that you’ll want to consider: Lead Generation, Traffic and Promote Call Now.
A Facebook Lead Generation campaign provides the option to serve a form directly inside of Facebook. It has a button that expands the ad into a form where you can ask for certain information.
We recommend asking for basic information like name, email and phone number (maximum); the more you ask, the less likely you are to have someone fill it all the way out.
A Traffic campaign will serve your ad with the goal of getting people to your website. This is a great option if you want to collect more than the basic information and generate more traffic to your landing page.
In our opinion, this is the best option for lead generation. It takes a little more work because you will need to make a landing page optimized for conversions, but it’s definitely worth it.
Promote Call Now
The most basic campaign for lead generation is promoting a Call Now button. This can help you generate phone calls, but it’s the most basic and least customizable of the options we have listed. In our experience, traffic campaigns with a highly-targeted audience and a well-optimized landing page provide the best return on ad spend compared to Lead Generation and Traffic campaigns.
Now that you’ve decided which campaign best suits your needs, let’s look into selecting your audience.
Step 2: Define your target audience
Facebook offers amazing tools for creating audiences within their business manager.
To access the audience tools, click the hamburger menu in the corner that says Business Manager, and click All Tools. The menu will expand, and under Assets, click Audiences.
You’ll then be prompted to define your customer persona. Here are a few points to consider:
- How old are they?
- What are their interests?
- Where do they live?
- How much money do they make?
- What do they do for fun?
- What Facebook Pages do they like?
- What is their gender?
- Do you want to target their families too?
Once your target audience is well-defined, create a custom audience with the characteristics you’ve chosen.
If the audience is under 500,000 people, you may want to create a lookalike audience in order to expand.
Also, use a Facebook Pixel on your website to target and retrack everything. In our experience using this strategy, we use a number of highly-targeted audiences that reduce the cost per click to pennies.
Once you have your target audience in mind, it’s time to think about testing your ad.
Step 3: Test your ad(s)
Ads Manager allows for an easy-to-follow ad-building experience. You can upload photos and videos, build your ad and preview what it will look like on different platforms and devices.
Once you finish creating your ad, Facebook allow you to A/B test them. We recommend testing several versions of the same ad (with different offers, headlines, pictures, etc.) to test what works the best.
Typically, we’ve found that video creative performs the best and that highlighting your treatment programs’ unique selling points is also a good practice.
Once your audience is set, the type of campaign has been selected and your ads have been created, you can set your budget.
Step 4: Create a budget
Your budget is completely customizable—whether you want to assign a certain budget to your campaign or to certain ads is entirely up to you. You will, however, want to consider what an acquisition is worth to your business.
In our experience, an out-of-network provider takes about $3,000 in ad spend to acquire a patient with an insurance policy that reimburses well.
This number varies depending on your audience and the quality of your copy. If you don’t see results, you can make adjustments at any time; all you need to do is analyze your results.
Step 5: Analyze results and repeat
This part of the process is refined over time. The first campaign you run isn’t going to be perfect—and that’s alright! This gives you the opportunity to learn from the data and incorporate features from your best-performing ads into future campaigns.
You may also want to consider making lookalike audiences of people who interacted with your ad, went to your website and completed certain actions defined by your Facebook Pixel.