HERE ARE FIVE STEPS TO
LAUNCH A SIMPLE PHOTO
AD ON FACEBOOK:
1. Know
the guidelines:
Facebook doesn’t allow all sorts
of ads, sizes or text. They are very
particular about what you can post
so they don’t annoy their coveted
followers. Here are some basics to
get started:
- Facebook ad specs:
One image plus text;
- Facebook ad size: 1200 x 628 pixels;
- Text limit: 90 characters;
- Headline text limit: 25 characters.
2. Create a
professional ad:
If you’re going to spend money on
this type of marketing then do it well.
Hire a professional graphic designer
to create the ad and put thought into
the images and messaging. You only
have a few seconds to grab someone’s
attention so make it worth their while.
Maybe it is a new brand line you are
carrying. Maybe it is a huge sale you
are about to put on. Either way make
it stand out with great graphics.
10 EYE FOCUS December Digital 2017
3. Call to Action:
Make sure your ad has a call to
action. Here are a few actions:
- Visit our website;
- Call us today;
- Book an appointment;
- Visit our optical.
4. Target Audience:
To get the best results, you need to
highly target the right audience. That
is gender, age, occupation, location,
postal code, etc. Keywords will be
important. You want to target people
who wear eyeglasses or need
an eye exam.
5. Set, Monitor &
Adjust Budget:
You need to decide how much money
you are going to invest in this cam-
paign. You can set a daily or lifetime
budget then select the dates you want
the ad to run. Understand that if
youset a low daily budget and it spends
out quickly then your ad will stop
showing. Set a healthy daily budget of
around $10 a day to start then go in
and watch the analytics of the ad so
you can see what it is doing. You may
want to increase or change some of
the targeting.
Last note: The whole idea of advertising
is to make something happen whether
that is more sales or increased ap-
pointments so ensure you are tracking
the results both digitally and manually
in the office to see the results.
Good luck!
Trudi Charest is the co-Founder of 4ECPs,
a business resource company for eye care
professionals. 4ECPs has six divisions,
marketing, training, social media, eyecare
jobsites, payments, & events.