A Guest blog from Deploy Dental. The opinions expressed are from Deply Dental not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.
By: Deploy Dental
Facebook is preparing to launch a new tool that allows Pay Per Click advertisers to target their current clients based on existing email or phone number lists. After several users noticed this new feature (which was live only temporarily) Facebook has confirmed that it is in fact real and that it is planned to be implemented sometime next week.
With this new tool, which was visible within Power Editor under a new “Custom Audiences” tab, users can simply upload a list of email addresses or phone numbers in either CSV or TXT formats. This data is then compared with the email accounts or phone numbers associated with Facebook user profiles to compile a new and targeted list of clients to whom you will be advertising.
Those worried about potential privacy violations can rest assured that both Facebook’s existing data and that received from advertisers are hashed, meaning that neither of the two parties see any data they didn’t already have.
How Advertisers Can Use It
Clearly there is tremendous value in the ability to segment a target audience and tailor advertisements accordingly, but this update will also be particularly useful for reactivating those client with whom you may have lost touch.
Facebook ads have traditionally been only marginally effective because, instead of targeting keywords as in search-based PPC, advertisers targeted only a specific demographic based on age, gender, marital status, interests, or geographic location. This meant that a user may have no need or interest in a product or service at the time they’re viewing the ad. But now, since specialized ads can be served to existing clients, these users will already recognize your brand and likely have a higher chance of taking action. You won’t be generating business from new clients, but you will assuredly realize new value from your existing ones.
For example, a dentist could compile a list of patients who are overdue for their six month cleanings and make an ad specific to getting a checkup, they could make a list of patients with children and make an ad about pediatric dentistry, or they could make a list of patients who have had teeth whitening and make an ad about touch ups.
The possibilities are potentially endless, especially for those businesses that have been diligent in keeping up-to-date client records.