3 Ways to Cut Your Facebook Ad Cost
BY: Matt Dykstra
Facebook Advertising can be the key to getting new dental patients.  But its not free...

And the difference in cost between doing it right and wrong... Well its like apples & oranges.

Here are three ways you can keep your costs down.

1. Stay on Facebook

Many people don’t realize it, but if your ad has a link and that link points off of Facebook (an external link), your ad is going to be more expensive than one that points to somewhere on Facebook (an internal link).


Simple dollars & cents… The longer someone is on Facebook, the more ads Facebook can show them. So if your ad takes someone off Facebook, at least in the short term, it can cost Facebook the chance to lead that same person to another ad.

So what is the alternative? 

Well if you are running an ad that would normally go to a landing page built on ClickFunnels or LeadPages, etc. consider using Facebook Lead Form. 

Facebook Lead Form will not work for every ad, but if all you are trying to do is collect a person’s contact information, many times it will. Plus, because Facebook will autofill that contact information it tends to be more accurate than information typed in by the visitor.

2. Separate your Facebook Ads from Instagram

Instagram ads can be up to 1/2 the cost of Facebook ads. But most people when they run an ad on Instagram will simply tell Facebook to “also” run the ad on Instagram. This would be fine except:

a) When Facebook automatically optimizes your ad, it will optimize it for whichever (Facebook or Instagram) is resulting it the lower cost. Thus it changes the ad for both platforms, even if the optimization actually hurts the ad on the other platform.

b) Similar to “a”, every time you make a change to the ad to try and cut your cost on Facebook or Instagram, you are making the same change to both platforms. Thus potentially hurting that ad’s performance & costing you money.

3. Play the Numbers

This final method may sound a bit more complicated but it really isn’t. When you create your ad for Facebook and are ready to go - don’t.

Instead do the following:

a) Take that ad and duplicate it three times.
b) Change the budget for each copy (& the original) to $100 to $200 regardless your actual total budget.
c) Launch all three ads, but now monitor them. Over the course of the next two to three hours watch each and find out which ad is giving you the best pricing (keeping an eye on your total spend so you don't go over your actual daily budget). 
d) Stop the other two ads.
e) Now that you have the best pricing - Optimize your ad!… try different versions of copy, etc.

Is your Dental Practice looking for leads?

Make sure you are asking the right questions before hiring a Dental Lead Gen Partner!

Author: Matt Dykstra

FOUNDER of HealthySMILES.com | 
CEO, Tredigital | Fmr Microsoft Employee/Consultant | Social Media Thought Leader | Globe-trotting Speaker | Author | 
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