Listener Question: “I am a Chiropractor and my Facebook Ads are getting bad results. What should I do?”

3 years ago

Listener Question: “I am a Chiropractor and my Facebook Ads are getting bad results. What should I do?”

Timestamps
00:25 – Episode Overview
01:25 – Question From Chiropractor About His CTR and How to Improve It
02:08 – Assess Why Your Facebook Ads is Not Working
04:25 – Tips in Running Google Ads for Chiropractic Practice
06:04 – Think About How Much is a Lead Worth To You

Episode Overview

Ilana:

Welcome back to another episode of Teach Traffic. I’m your host, Ilana Wechsler. And in today’s episode, we’re going to do something a little bit different. We’re going to do a listener question episode.

A couple of weeks ago, I sent an email to the people who subscribed to our database at Teach Traffic. So if you downloaded one of our free ebooks or any video lessons, you would be on our database.

And you might have got this email, putting a call out for any questions that you may have that we could create a podcast episode around. And I kind of got inundated by emails actually, which I was really pleasantly surprised with, and lots of lots of different questions.

Question From Chiropractor About His CTR and How to Improve It

So I’m going to create a few episodes answering people’s questions because chances are if one person has this question, then other people have the same questions too. Okay.

So the first question we get is from a guy called Ben, who is a chiropractor in Canberra, Canberra is a city in Australia, for our overseas listeners. And he asked me a question that he has had a six-month contract, running Facebook ads for his chiropractic business in Canberra.

And after four months, the click-through rate of his Facebook ads is 0.68%. And last month, the click-through rate was 0.64% on 28,000 impressions. And the question he has is, is this a reasonable click-through rate?

Assess Why Your Facebook Ads is Not Working

Okay, so my answer to this question is fewfold. Actually, the first thing is, I would be wondering, what is your actual Facebook ad for the chiropractic business? Is it some kind of offer that you’re running? or What is it? And what kind of targeting are you doing?

I mean, from the outset, obviously, without looking at your account, from outset, the click-through rate of 0.68% is poor, in my opinion. And that could be a function of poor targeting, or a bad offer, essentially.

So yes, that does not look very good. And I’m kind of wondering, like, why Facebook ads is possibly your first choice of paid traffic platform, to me, as somebody who’s run a PPC agency for quite a long time now, eight years, not that we’re counting.

And if you’re a chiropractor in a city, your instinct is to actually run Google Search Ads. I mean, you know, if you think about it, if I am looking for a chiropractor, I don’t go to Facebook ads, I don’t go to Facebook for it. Rather, I go to Google and I google search chiropractor, with a location attached to it.

So that would be the first platform that I would start to really dabble with. I’ve actually dealt quite a bit in the Google ad space for chiropractors, and I know it does convert very well.

I mean, if you think about it, you know, someone’s literally typed into Google chiropractor in the suburb that your practice is working. And your ad is there at the instant that they’ve searched for it.

So you know, in terms of intent, it’s an amazing advertising opportunity that you have, you know, people generally have great success with Facebook ads, you know, or have better success with Facebook ads and Google if people aren’t searching for something and sort of they’re trying to get in front of them that way.

Don’t get me wrong, I do love Facebook ads, and they, for certain industries and offers, work amazingly well. But my feeling is for a chiropractor, that wouldn’t be my first point of call.

Tips in Running Google Ads for Chiropractic Practice

So I would suggest creating two different types of campaigns on Google search. The first would be a mobile kind of a very mobile-centric campaign like chiropractor near me with very very tight location targeting. And so that would be one campaign, so very, as I said, very tight location targeting around where your practice is and you could go after very generic type keywords for example, like “Chiropractor Near Me” or “Chiropractic Canberra”, considering that’s the city you’re in, and then I would have a Separate campaign with wider location targeting. And I would target sort of various suburbs, obviously, that your practices in but also surrounding your practice as well. And so going after those types of keywords.

So the reason you can do wider location targeting for that is that somebody already typed into Google, the suburb that they are looking for a chiropractor in so they might be sitting in their office or at work, which is further away, than where they live, for example, and therefore, you want to cast that location targeting net wider to capture those people because you know, the type of thing that they want a chiropractor in that suburb, and therefore, it kind of doesn’t really matter if they’re out of the area for where your practice is right now.

So that’s what I would start with. And yeah, that would be my first port of call. And I can pretty much guarantee you, you’ll get a better click-through rate than 0.68%.

Think About How Much is a Lead Worth To You

However, full disclosure, you will probably pay more on a cost per click basis, because Google search for this type of thing will definitely be more expensive.

However, it all comes down to what are you paying for a potential patient or lead? What is your cost per lead?

So yes, you will get a better click-through rate, you will pay more on a cost per click basis. But chances are you will get a better conversion rate. So of the people that click on your ad, how many of those people actually pick up the phone and request an appointment with you? Or at least fill in a contact form or something?

So it all comes down to what are you paying on it paying for on a cost per lead basis? And is that sustainable for your business?

You might be wondering, Well, how do I know, I generally like to think about a 30 day period, many people talk about the whole concept of the lifetime value of their customer.

And so for example, a new patient in a chiropractic business might be worth, you know, over the three years that they might come to a chiropractor, you know, let’s say you know $3,000, I personally don’t like to think about it over the lifetime of that particular customer.

Because you don’t have to pay $3,000 to acquire a new patient. And then it takes three years to recoup that money. So I personally like to think over in a 30 to 60 day period.

What is the lead worth to me and then work backward that way, essentially. So I like to think of it as a shorter time frame. Because if you’ve run a business for any length of time, you’ll know that it’s all about cash flow.

And so you can’t afford to spend too much to acquire a customer or patient, whatever it is for your business if it takes you three years to recoup that total amount. Hopefully, that makes sense.

So Ben, or anyone else who’s listening who has a similar type of business, I hope this has helped you. And obviously, we’ve done this extensively in the dental space. For example, I used to focus on Google ads for dentists and that was very much the strategy that we used.

So there you have it. That is the question that we’re going to be talking about in this episode. I hope you enjoyed this answer. If you want to submit your question to get answered for a future podcast episode, be sure to subscribe to our database, you can download one of our ebooks on our website at teach traffic.com and you can obviously just reply to one of those emails and with your question, and we’ll create a podcast episode around it.