For Lawyers, Doctors, and Dentists

The secret to high-performing Facebook ads is to take advantage of the Facebook ad pixel: a piece of Javascript that is inconspicuously placed on your website that tracks whenever a user takes action. Setting up the Facebook pixel can be accomplished in a matter of minutes. The code can be installed by integrating your website’s Google Tag Manager account or by manually installing the code under the header section of your website. You can even double check that the pixel was properly implemented by installing the Facebook’s Pixel Helper plugin on your Chrome web browser.

Once the Facebook pixel is installed, it will begin firing each time a user takes action on your website, such as signing up for a consultation, visiting specific webpages, or making an online purchase. These actions can be segmented into Custom Conversions so you can better track and optimize your target audience’s intent on your website. For example, you can create a Custom Conversion titled Lead, and add a pixel code to the “Thank You” pages on your website. You’ll then be able to track whenever someone fills out a contact form which directs them to the “Thank You” page.

The Facebook pixel and Custom Conversions will begin firing and tracking data immediately after being installed. At this point, you can begin utilizing the pixel in a number of ways to better target, track, and optimize your Facebook ads, which over time can result in high-converting ads and, in turn, a better ROI.

1. Custom Audiences

One of the first steps you should take after installing your pixel is to create Custom Audiences through your Business Manager’s Audience tab. Since the pixel is installed on every page of your website, it is able to track which user visited which page, and for how long. It’s considered best practice to create custom audiences for your top practice areas immediately following the pixel installation. This way, the custom audiences have already begun aggregating data by the time you’re looking to utilize them to target an ad campaign.

For instance, if you’re interested in running a dental implants ad campaign, it would be smart to create a custom audience of people who have visited the dental implants page on your website in the past 30 days. You know that these users are interested in learning about dental implants, and the topic is top of mind since they visited that webpage within the past month.

2. Retargeting

Once you’ve created your custom audiences, the best way to take advantage of your user data is to run a retargeting ad campaign. Based on the structure of the social media funnel, we know that people who have already expressed an interest in your practice are more likely to convert. Facebook encourages marketers to take advantage of this stage of the funnel by targeting your ads to people who have visited your website or specific pages on your website, also known as retargeting.

Based on our previous example, if you were to target a Facebook ad to your dental implant custom audience, there’s a better chance that these users would engage since they have expressed an interest in dental implants in the past 30 days and are already familiar with your practice.

3. Lookalike Audiences

In some cases, a custom audience may be considered too small to effectively target an ad campaign. A Lookalike Audience can help expand the size of your targeting by reaching new people who are similar to those in the custom audience you created. When creating a Lookalike Audience, Facebook identifies common qualities of the people in your custom audience and finds other users who exemplify similar characteristics.

Additionally, you have the option to choose the size of your Lookalike Audience during the creation process. A smaller audience (1-2%) is more likely to closely match your original custom audience, while a larger audience (8-10%) will increase your reach but decrease the number of similarities between audiences. Overall, a Lookalike Audience is an effortless way to expand the reach of your Facebook ads to users who are similar to those that make up your custom audience.

4. Conversion Campaigns

One of the most effective ways to utilize the Facebook pixel is by optimizing your ads for conversions. This can be done by selecting “Conversions” under the Campaign level in Ads Manager. Conversion ads are designed to drive people from your Facebook ad to your website to complete a specific action, such as filling out a form or making a purchase.

Pixel installation is required to use the conversion objective for your ads, and you must set up at least one custom conversion (i.e., Lead, Purchase, Page View) in order for Facebook to track the ad’s performance. Conversion campaigns have proved to be wildly successful, especially when a custom audience is used for the targeting.

Page 1 Solutions recently ran a conversion campaign for a plastic surgeon who had just opened her practice in Tulsa, OK. The client was especially interested in generating leads for breast augmentation. After installing the Facebook pixel on her new website, we created a custom audience of users who visited her breast augmentation page, along with a lookalike audience. We then ran a conversion campaign for one month, using a special offer on breast augmentation as an incentive for users to sign up for a breast augmentation consultation on her website.

By utilizing the Facebook pixel to create a custom audience, lookalike audience, and conversion ad campaign, Page 1 Solutions helped generate 24 breast augmentation leads with a $31.25 cost per lead!



The Power of the Pixel

The Facebook pixel has proved to be one of the most effective tools for Facebook advertising. By simply installing a few lines of code on your website, you can unlock the potential to reach people who have shown an interest in your practice, leading to an increase in qualified conversions and a better return on investment.

The social media specialists at Page 1 Solutions can help boost your practice’s marketing efforts by installing and implementing the Facebook pixel on your website. Learn more about Page 1 Solutions and how we can assist with your social media marketing plan by contacting our sales and marketing team at 303-233-3886.