Social media for dental practices: how to place ads on Facebook and Instagram

16. June 2022 | Practice Marketing, Information for dentists

The broad field of online marketing also includes social media. Social media advertising is another interesting strategy for promoting your dental practice. Why? Because even a small budget can quickly pay off. In this article, you will learn how to get started, which options you have, and what you need to bear in mind.

Running ads with your individual budget

Unlike Google Ads, you manage both your Facebook and Instagram ads via Facebook Ads Manager, where you can create, place, evaluate, and optimize your ads. In contrast to the bidding process on Google, you set a maximum budget for your Facebook and Instagram ads. It is entirely up to you how much you want to invest.

You can also narrow down the target group, i.e., who should see the ad. Age, gender, profession, and socio-economic background are just a few of the criteria that you can define. The more specific the target group, the better your chances of success. Part of placing ads is also to constantly optimize them. Try your hand here and find out which ad works best.

In addition, you can also choose the format of your advertising campaign. For example, social media “stories” or “ad posts” are interesting options. Would you like to combine text and images? Or do you have a great image film that you would like to display? No problem: social media advertising offers many different options for your dental practice.

Quality content is key

Once you have accomplished your goal of capturing the interest of your target audience, make sure that the second impression on your social media profile is just as good. This is a matter of both quantity and quality. The more (appropriate!) channels you use for your advertising, the more visibility you achieve. However, quality content is also key as it makes your dental practice more personal and approachable for patients.

Let us have a look at Facebook and Instagram again. Both platforms offer different approaches. Facebook is more focused on using text for conveying information and content. Nevertheless, you can also add pictures and videos to each post. Instagram, on the other hand, focuses on visual impressions. In this context, image aesthetics and expressiveness are key. You can, for example, share impressions of your practice, the latest treatment methods, or even new equipment.

The content should be varied, informative, and well prepared. Focus on posting content regularly to create a well-maintained social media profile for your dental practice. By running ads both on Facebook and Instagram, you can create individual dental practice images while reaching even more potential patients.


Suggestions for creating suitable content

  • Personal history/story/resume of the dentist/team
  • Impressions from the practice
  • Information on current events (e.g., COVID-19 pandemic)
  • Notes on changed opening hours
  • New equipment/renovation of the practice
  • News on treatment methods
  • Easter and Christmas greetings to patients

We look forward to introducing dentalXrai to you!

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